Capillary Electrophoresis: Brand Positioning

Capillary electrophoresis is a genomic analysis method that scientists use to understand the genetic make-up of their subject matter. It works best when looking at a very specific set of parameters, for example, identifying a sub-set of a species or making an identification in a criminal case.

The brief was to develop an educational campaign that promoted the use of CE amongst younger scientists who may not have had as much interaction with the technology, and have thus failed to consider it in their research.

The solution was to look at case studies where CE has made a big, and sometimes unexpected, impact on the world, with particular focus on areas of research that resonate with Millennial and Gen Z audiences - namely animal conservation, food poverty, and the justice system.  While our audience may know about the field of study, they may not know that CE can actually play a large part in it. This led to our campaign line, "Impact beyond expectations", highlighting the fact that there's a lot more to CE than meets the eye.

To bring this idea to life, we found words relating to the core fields of interest that included the letters 'CE' in them. We then used the brand colour to highlight the letters, creating bold and impactful one-word headlines highlighting the connection between CE and the impact it has on the scientific world.