XP knee

Biomet

When you’ve got a product as revolutionary as the Vanguard XP Total Knee, you need a TV commercial that can do it justice. That’s exactly what the B&Y team set out to accomplish with their “Missed Connections” campaign. The star of the show — the XP Total Knee — can do something that no other total knee replacement can do: it lets you keep important ligaments in your knee. It was the idea of these crucial “connections” that inspired us to create a campaign that relayed this message efficiently and creatively.  

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The Solution:

  • • Create an exciting TV spot that uses everyday scenarios to relay the idea that the XP Knee lets you keep ligaments that other implants do not
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  • • Use simple visuals to help the audience understand the importance of these “connections” in their lives
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  • • Solidify the message with mailers, billboards, print ads, a radio spot, a website, online ads, a co-op program and promotional seminar materials

The Result:


  • • By comparing a knee surgery to scenarios older, active adults could relate to, they successfully understood the advantage of the XP Knee
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  • • 91% of research respondents said they would discuss the XP Knee with their physician
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  • • 78% of research respondents said they would visit the website for more info
91% of research respondents said they would discuss the XP Knee with their physician
78% of research respondents said they would visit the website for more info

your project

Ready to take our relationship to the next level? We’re blushing already. Just tell us a little about yourself and what you’re looking for, and we’ll gladly take it from there.

who you are

what you need

when you want it

I need this: Honestly? Yesterday!

How much help do you need:
You don't want to know.

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