and it’s called epmotion

This is how the brief may have looked like…

Business Problem:
We need to increase sales of our pipette product. Unfortunately, the harsh reality is that we’re competing in a painfully boring industry.

Business Opportunity:
We have the opportunity to market our product in a whole new and exciting way.

Who are we talking to?
Scientists in white lab coats. They currently do their liquid measuring/transportation by hand and are their bosses are tired of mistakes caused by human error.

What do we want consumers to do?
1. Raise awareness and educate them about the Eppendorf brand and products.
2. Consider buying the EpMotion product.

How are we going to tell them?
Leverage new media to create a emotional connection with our target.

What is the single most important thing we can tell them?
Eppendorf rids your pipette frustrations with its easy and friendly line of products.

Click through to see the creative.

HINT:

And it’s called epMotion (whisper: ‘cause you deserve something really great)
Girl you need epMotion (whisper: yeah girl it’s time to automate)
It’s got to be epMotion (whisper: no more pipetting late at night)
Only for you epMotion (whisper: girl this time we got it right)

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