LEVEL Uses Humor to Differentiate Medical Device Replacement Products and increase Client's Market Presence

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LEVEL Brand launches integrated campaign for medical device battery supplier, Unipower.

If you took the creative pulse on ad work done for medical device replacement parts, you wouldn’t find one. It’s no big secret that the sterilized halls of medical device manufacturers aren’t exactly filled with bleeding edge creative work—that is, until now. http://youtu.be/gYL-zRKQNmg

LEVEL Brand in Minneapolis has struck a glorious funny bone that is creating a lot of noise in this serious business sector. LEVEL was tapped by Unipower, a national manufacturer of replacement batteries used for medical devices, to create an integrated business to business campaign that would spark conversation among their target audience and hopefully leave them with a positive impression.

“We strategically use humor in the campaign to make a serious point—that Unipower tests each battery to ensure it works,” said Heidi Nelson, senior copywriter at LEVEL.

“It’s a commodity product in an historically dull category. We seized the opportunity to do something fresh and unexpected. And more importantly, we wanted to make the bio-tech engineer’s job a bit more exciting—at least for the 30 seconds we entertained them with a comedic video,” said Gregg Byers, creative director at LEVEL.

In addition to the web video, LEVEL created packaging, and a social campaign that leveraged Jerry—the irrevocably dedicated battery tester who is the feature player in the video.

LEVEL is a global brand and advertising agency with a deep knowledge of our client's industry and business. With this knowledge we are able to help our clients solve complex business problems and create lasting customer relations in a traditional and digital world. LEVEL is headquartered in Minneapolis. For further information about LEVEL visit http://www.levelbrand.com or call (612) 338-8000.

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Lois Dirksen
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