Zoetis is the largest animal health company in the world, with a rapidly growing presence in petcare diagnostics. Zoetis needed a brand campaign, centered around an innovative new AI offering, positioning them as a leader in diagnostics.
Zoetis is disrupting the traditional diagnostics space with a groundbreaking experience for veterinary clinics around the world, connecting AI and human expertise in a cloud-based platform – the Virtual Laboratory. Zoetis’ success hinged on launching with a clear, cohesive and creative approach.
LOOK DEEPER gave us a platform to elevate this concept and get to the heart of what veterinarians ultimately want – deeper insights to elevate care. Underpinning the campaign is a positioning strategy that connects the dots, creating a meaningful narrative that speaks directly to the needs of veterinary health teams.
As part of the LOOK DEEPER campaign, meaningfully visualizing the one-of-a-kind nature of the offering was essential. We needed to communicate the complete portfolio as a connected solution. This portfolio diagram allowed us to showcase the whole offering, while spotlighting individual products and their role in empowering veterinarians to deliver more individualized care.
Importantly, the creative had to work seamlessly alongside the Zoetis master brand to leverage its powerful brand equity. Once we had achieved this we developed a style guide to help colleagues and partners utilize the campaign elements and tell a compelling, harmonious story.
A portfolio-encompassing circular icon created a visual connection between the offering and the campaign. An ownable, recognizable graphic device, it created cohesion and consistency across all collateral and every channel.
A multi-channel campaign
The campaign launched across multiple channels to drive awareness of the Zoetis Diagnostic offering among veterinarians. At the center of the campaign is the Zoetis Diagnostics website, a one-stop shop to clearly communicate the entire offering, as well as share useful product resources, how-to videos and testimonial content so veterinarians can hear from their peers and easily access support.
We developed a series of emails to send directly to veterinarian clinics that promoted the overall portfolio of solutions, as well as specific product emails for launches and other promotions. A series of banner ads also ensured veterinarians understood the full diagnostic value the Virtual Laboratory offers their clinics.
We created sell sheets, brochures and other materials designed to support sales representatives in highly effective sales calls. The materials were templated to ensure consistency in design and messaging across the different campaign pieces. They offered specific product details and tied the product into the overall portfolio to further present it as a single, connected diagnostic solution.
We produced an emotive and inspirational video to tell the Zoetis Diagnostics brand story and unite internal and external audiences. Authenticity was key. The video had to convey that Zoetis truly understands the challenges veterinary clinics face and position them as a dedicated, innovative and caring diagnostics partner.