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BioTek Instruments, Inc.

Hybrid Class

With the launch of the new Synergy™ 4 with Hybrid Technology™ from BioTek Instruments, an entirely new class of multi-mode microplate readers was introduced to drug discovery and scientific researchers. As the only instrument in this new category, a double-edged strategy and corresponding tactics were engineered to position the instrument and create positive buzz surrounding the newly-created category.

In tandem with a product-specific campaign, Shaw & Todd boosted the visibility of the Hybrid category while closely aligning the class with BioTek’s instrument as the only product in the category. Tactics of the Hybrid campaign included print and electronic advertising, a short animated movie, technical illustrations, targeted tradeshow activities and booth graphics, promotional items, and technical articles in key journals.