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Nikon Instruments Inc.

Eclipse Ti Inverted Microscope Series

For over 40 years, Nikon inverted microscopes have been at the forefront of optical technology, providing scientists with the latest tools to enable discovery and further scientific understanding. In November 2007, Nikon’s newest inverted microscope, the Eclipse Ti was brought to market. Building on an already strong and well-regarded foundation of previous models, along with new innovations that would allow the scientist unprecedented access to the most advanced imaging techniques, the Ti promised to be a next-gen microscope that every live cell scientist needed to get his/her hands on.

In order to stand out in an extremely competitive microscope marketplace, Shaw & Todd created a multi-faceted scientific marketing campaign positioning the Ti as “The Answer” to the imaging challenges of every live cell scientist. Both in print, online, and at trade shows, scientists are boldly presented with the concept, with detailed information supporting the claim. The campaign included a front cover wrap in a scientific journal, inserts, e-mails, banners, and a multitude of collateral materials. Debuting in late October, 2007, the aggressive scientific marcomm program promises to create awareness and deliver the message of this groundbreaking product to the intended demographic.