Originally Published MX September/October 2004
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ADVERTISING, DISTRIBUTION, & SALES
A Bold Vision Gets Results
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| Honored at MMA's recent In-Awe ceremony were team members from Jocoto Advertising (left to right): Steve Coldicon, creative director; John O'Brien, director of operations; Collette Kuhnsman, senior account manager; and Tom Collins, art director. (click to enlarge) |
In the summer of 2003, leading ophthalmic device manufacturer Carl Zeiss Meditec Inc. (Dublin, CA) made what turned out to be an aggressive and highly rewarding decision. With the annual meeting of the American Academy of Ophthalmology (AAO) rapidly approaching, Zeiss decided to design and construct a new 80 x 100-ft trade show booth. But the company feared that without some help, the new booth would end up looking just like the old booth.
So Zeiss turned to healthcare marketing experts Jocoto Advertising (San Ramon, CA) for advice on how to proceed. Jocoto quickly realized that in order to maximize the impact of Zeiss's investment, the company needed far more than just a booth. Jocoto seized upon the idea of using the new booth, and the AAO meeting, as a chance to launch a bold new corporate campaign that has completely changed the way Zeiss communicates about its corporate mission.
The plan shifted the Zeiss message from a focus on the company's technologies, technical specifications, and machines to an emotional focus on results. Jocoto designed a simple message and compelling visual language that focused on Zeiss's real mission—saving and extending the world's vision.
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| Jocoto Advertising created a bold trade show booth and new corporate campaign for Carl Zeiss Meditec Inc. (click to enlarge) |
Working with the exhibit's structural designer, Jocoto created a world of color and beauty that gave the new trade show booth a stunning and unavoidable presence on the show floor. The firm also created a series of preconvention pieces to launch the new image, including journal advertising and a high-end direct-mail piece.
The results were staggering for Zeiss and Jocoto. The Zeiss booth was the busiest spot on the floor, and show-floor sales were up 38% over the previous year. The project has also garnered Jocoto five gold medals, a best-in-division award, and two best-in-show awards in various industry competitions.
Photo courtesy JOCOTO ADVERTISING
Photo courtesy MEDICAL MARKETING ASSOCIATION
Copyright ©2004 MX
