To begin, we made this problem, and the ripple of its worsening effects, top-of-mind to Waters' customers. Waters then encouraged their audience to consider their proprietary analytical strategy as the best solution to that problem. To do so, we needed to remind this audience that data is highly valuable yet can be compromised in any stage of the workflow. To guarantee harmonious information and data formation flows, users needed to prioritize data integrity and continuation with raw analytical power.
creative + digital
This all culminated into a campaign rife with a digital suite of advertisements, infographics, social media campaigns, interactive experiences, microsites, and a video. Each piece captured the sentiment of what users may experience in typical biopharma workflows, and demonstrated why Waters workflow solutions created consistent data generations.
In the video, Harmonizing Chaos, the video’s story traced the generation and analysis of information along every step of development and manufacturing process. The video brought to light the fractures that turn continuity and consistency into chaos during this process. The video showed what a future void of data silos looked like, one that harbored simplicity and success. The video then lead viewers to an online microsite, where they could share their own experiences with chaos vs. harmonization in a guided conversation.