Reliance Medical Products
New Energy for Mature Brand from 167 Colors
Print Advertising, Web App, Mini Site, Email, Street Teams, Posters, Tradeshow Graphics
Challenge: Re-igniting interest in a mature line of examination chairs.
Solution: Doctors regard exam chairs mainly for their utility. We changed that perception by recommending a huge palette of 165 upholstery colors, and making chairs a fashion item. This was also in sync with the rapidly rising number of women in the field. The competition offered six- to nine color options.
Results: Created a new market and millions in additional sales in year one.