Sophi
Global campaign and messaging strategy for Sophi.
We worked with Sophi to develop a global campaign built around a more distinctive product story — moving the conversation away from system design alone and towards the lived experience of surgeons using it.
Sophi operates in a highly competitive surgical technology market, where many brands talk in similar ways about precision, performance and system design.
Our role was to help Sophi create a more distinctive conversation. Rather than focusing only on how the system is engineered, we developed messaging around what that design means in practice: how it feels to use, how it supports the surgeon, and how it can change the experience of surgery.
The project involved a significant phase of positioning, message development and creative exploration, shaping a campaign idea that could work globally across multiple channels and audiences.
From there, we created a flexible campaign system for rollout across animated and static social content, social advertising, print adverts, brochures, factsheets and large-format stand graphics for ASCRS.
The result was a clearer, more human campaign platform that helped Sophi differentiate itself by shifting attention from features alone to the surgeon experience those features enable.
Scope:
Positioning / Messaging / Campaign concept / Social campaign / Animation / Print advertising / Social advertising / Brochures / Factsheets / Event graphics
