Geuder has been making and distributing medical instruments and supplies worldwide for over 70 years. Through continuous research and development they have created countless products which are patented and produced only by themselves, making them market leaders in various hyper-specified fields of healthcare and surgery. One of these products is EasyGas; a premixed gas tamponade used in opthalmic surgeries which increases reliability for surgeons, protects the environment by reducing harmful gas emissions, and reduces the risk of side-effects for patients. To market this unique product they wanted something surprising and inventive for the medical space. Taking initial inspiration from the Easy Rider movie – a campaign was produced featuring two ‘Easy Angels’ characters demonstrating the benefits of the product in a way that cuts through the normally dry and technical landscape of medical advertising.
A key channel for Geuder is social media, and in particular Linkedin – as the audience for this campaign is extremely specialised towards certain professions. To best communicate to these profesionals, we first needed to get their attention with something unexpected and frankly, a little strange (our Easy Angels). But then reassure them with something which looks professional and trustworthy, and clearly explains the problem and solution which EasyGas addresses. This transition between surprising attention-grabbing and authoritative problem-solving is key to the success of the campaign with this audience.
