iSy by camlog

isy Launch
2013

INITIAL SITUATION AND OBJECTIVE

In 2012, CAMLOG - a well-known manufacturer of dental implants based in Basel - embarked upon a revolutionary path in its sector. With the launch of the iSy brand. iSy is different: radically pared down to the essential elements required for dental implants.

In Panama, CAMLOG found the ideal companion to accompany it on this new path. The objective: to make the simplicity of the new implant system both tangible and clearly perceptible.

IDEA AND IMPLEMENTATION

The first step in the brand development process was to come up with an appropriate name for the new brand. Inspiration was provided by the product's key benefit: iSy [ˈiːzi] stands not only for "intelligent system" but also communicates the implant's benefit directly. The brand name then steered development of our communication concept. The product's simplicity was also reflected in the campaign.

Das Logo von iSy by CAMLOG

THE LANGUAGE IS RESTRAINED,
THE IMAGES ARE EMOTIONAL.
ISY STOOD OUT CLEARLY
FROM ITS COMPETITORS.

Plakatmotive für das iSy Implantatsystem

A teaser phase, including a viral video, microsite, adverts, banners and PR in the trade press, created curiosity and drew attention to the International Dental Show (IDS) in Cologne. A trade audience was invited by means of a mailing and a personalised QR code. The mystery was solved at the IDS.

With a mega-poster directing trade visitors to a spectacular exhibition stand presenting the iSy concept and campaign for iSy. In parallel. a multi-channel platform including a extensive online shop and animated tutorial and sales videos were launched online. PR and campaign adverts positioned iSy in all relevant trade publications.


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OBJECTIVE ACHIEVED

THIS STRIKING LAUNCH WAS
THE MAIN TOPIC OF CONVERSATION
AMONG TRADE VISITORS TO THE SHOW.

AS DEMONSTRATED BY THE MANY ENTHUSUASTIC
STATEMENTS HEARD ON AT THE STAND
- AND A VERY SATISFIED CAMLOG CEO, JÜRG
EICHENBERGER: "THE PEOPLE FROM PANAMA
HAVE DONE A GREAT JOB.
THIS SUCCESS WILL GIVE CAMLOG A
GREAT BOOST FOR THE FUTURE."


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