Humanizing High-Tech Services & Support
Varian PremierAssurance Service Agreements
Client
Varian & Siemens Healthineers
Services
Brand Strategy
Advertising & Conceptual Development
Marketing & Communications Strategy
Strategic Messaging & Positioning
Creative Production
The Challenge
Customers were concerned about Varian Services’ overall responsiveness and value of their service agreements. How can we educate them on how to get the most out of their contract benefits, and do it in a new, attention-grabbing way that will alleviate their concerns?
Strategic Decision
The A-Ha Moment
“I had no idea that we get all this support!”
The Creative
Varian’s desire for this campaign was to educate Premier Assurance plan holders through a customer relationship program that will take them from “What’d I sign up for?” to reminding them “Whoa, I get all that?!”
How did we do it? By making the plan (and all the touchpoints to follow) as exciting, unexpected, memorable, and entertaining as possible. But most of all, by making it human.
Humanizing the plan gives us countless opportunities to bring all of its benefits to vibrant life, imbuing personality and interest into our communications while at the same time educating customers about their service agreement.
We bestowed a truly personal, human connection to our products through our PremierAssurance DreamTeam: a friendly assembly of professional experts who are at-the-ready and at-a-clinic’s-command to help keep operations running smoothly.
INDIVIDUAL DREAMTEAM VIDEOS
Each DreamTeam member represents a crucial pillar of the Premier Assurance service contract. So we created six individual videos giving a deeper understanding of what each DreamTeam-er offers.
By having each member personally extol the benefits of their individual responsibilities, it helped solidify a newfound belief in customers: By purchasing a service agreement, they can rest assured their Varian systems will be operating at peak efficiency, allowing them more time to focus on what matters most: their patients.
THE PRODUCTION
There was a huge challenge when our concept went into production—how do we move two giant radiotherapy machines into a custom designed environment that served as the DreamTeam’s headquarters?
The answer: An amazing cast and crew, bespoke wardrobe design, a 3-D environment, BOLT Motion Control Robot, Unreal Engine integration, and a virtual production studio.
Collaborating extensively with our production partners, we discussed, planned, visualized, and worked through every detail prior to entering the studio on shoot day.
With all those factors already in place, we were able to focus on how our DreamTeam actors performed—bringing out the humanity and personal touch of Varian Services while also directing them around an unseen, 3-D environment we custom-created in pre-production.
The results far exceeded the client’s expectations, and so did the experience we gained by utilizing all the innovative video production technology we enlisted for this shoot.
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Mortar Advertising Inc. San Francisco. Advertising. Branding. Creative. Strategy. Marketing.