Supercharging scientific discovery with Oxford Instruments

Turning scientific innovation into market impact

Balancing scientific rigour in messaging but connecting emotionally is not easy. I was proud of our campaign when it launched, but what pleases me most is that we have created a new category for BEX imaging. This will lead to more scientific discoveries.

Fiona Macrae, Head of Marketing Communication and Lead GenerationOxford Instruments

Client since 2022
Background Oxford Instruments is a leader in high-tech scientific instruments that enable breakthroughs in materials analysis, quantum technology, and nanotechnology, advancing research across academia and industry.Despite their strong market presence, Oxford Instruments' marketing wasn’t fully resonating with their specialised audience. The launch of the Unity Detector, a cutting-edge imaging device designed to enhance precision and speed in sample analysis, provided an opportunity to refine their approach. While previous messaging focused on product features, scientists—driven by a passion for discovery—needed a deeper connection. To truly engage them, the messaging had to align with their motivations. With the Unity Detector poised to transform research, Oxford Instruments positioned it as a catalyst for groundbreaking discoveries, not just a tool.

  • Tailored messaging for specialists
    Discovery-driven language that resonated beyond product features.

  • Boosted credibility with influencers
    Real-life experiences from key industry influences boost authenticity and adoption.

  • Multi-channel strategy for maximum visibility
    SEO, social media, trade media, and events combined to reach the right audience efficiently.

  • Shortlisted in:
    B2B Marketing Awards and Global Digital Excellence Awards.

     

     

Strategy
Creative

Device as a hero
The Unity Detector was positioned as the hero, highlighting its role in accelerating scientific breakthroughs. Emphasising its ability to deliver faster, more precise sample analysis, the device became the focal point of the campaign’s messaging.

Authentic and relatable visuals
Generic stock imagery was avoided. Instead, detailed, engaging visuals and animations were used to bring the Unity Detector’s capabilities to life.

Scientific storytelling
Messaging was crafted to focus on the outcomes of the device, connecting with the audience’s passion for driving research and discovery, rather than just technical specs.

The project in numbers
9%

Year-on-year revenue lift attributed to successful differentiation of new products.

1.07

Positive book-to-bill ratio from generated demand.

17,900

Subscribers reached through pivotal journals

10%

Market reach within months

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