By their very nature, scientists, researchers, and professors are a proof-craving audience.

As a result, feature-driven scientific marketing can lack engagement and the human touch. And this was our biggest challenge when biotech pioneers, Fluidic Analytics, briefed us to create a campaign for their latest ground-breaking instrument.

But rather than focus on the One-W’s features (like their competitors) we set about creating a champion-inspired campaign that appealed to the audience’s greatest aspiration… recognition.

Delving through the history books, we made our own discovery. Frustrated with the limited tools at his disposal, a Swedish chemist invented his own. Whilst being almost 200 years apart, the similarities between Berzelius and Fluidic Analytics were remarkable.

Berzelius’ story inspired us.

With a dedicated monument and global recognition, he was, without doubt, one who history thanked. And that very thought sparked the entire campaign. You see, within that one line lay the product name. Like Berzelius, with the right tools, today’s scientists can ‘be another one-who history thanks’. Aspiration, recognition and product side by side.

The literary lock-up worked across the multitude of campaign factors;
• Selfish aspiration: Be the one-with pioneering research
• Product: The one-with more accuracy
• Methodology: One-way isn’t enough
• Brand: Make one-wise choice

When it came to producing the campaign film, there was only one location to appeal to our audience’s inner Berzelius… his monument in Stockholm.

And the rallying cry? Be more Berzelius. Be another one-who history thanks.