The Challenge: Develop intriguing communications for a much-needed advancement in treatment planning and delivery that fills a gap in complex treatment plans.
The Solution: Varian has radically evolved treatment planning and delivery, unlocking full treatment potential with RapidArc Dynamic—dramatically shortening the time from consultation to treatment, while reducing dose to organs at risk. This campaign aims to communicate that with RapidArc Dynamic, clinicians have entered a new era in arc therapy that creates greater promise for everyone.
Inspired by the rotating motion of Varian’s radiotherapy systems, the idea is positioning their new solution—RapidArc Dynamic—as a turning point for arc therapy. Creative work began by developing a dramatic graphic depiction of the two treatment modalities used in arc therapy (VMAT and IMRT) coming together.
An anthem video was scripted, storyboarded, and produced to showcase RapidArc Dynamic’s revolutionary advancements and the profound impact it will have in helping oncologists fight cancer.
Print, landing pages, product brochures, animated ad units, and tradeshow displays were developed to introduce RapidArc Dynamic to the world. Animated key art also turned internal presentation materials into show-stopping content for hundreds of Varian stakeholders.
Using animation and interactivity we brought the tried and true traditional print brochure to life digitally for users to experience online, and for Varian salespeople to leverage for presentations. This creative execution really brought the key art to another level of engagement since users could control the dynamic nature of the brochure themselves.
For ASTRO, radiation oncology’s largest annual event, it was prime time to show the metal in motion. An anthem video took center stage, playing right above Varian’s flagship radiotherapy machine to highlight RapidArc Dynamic’s entry into their product portfolio.
ASTRO was also the site for all Varian customers to gather together for their annual User’s Meeting, where everyone gets to meet the latest and greatest innovations up close. Attendees lauded all the marketing and presentation materials and came away energized from our core message: RapidArc Dynamic is a definitive turning point for arc therapy.
The Results:
“RapidArc Dynamic is a key innovation for us, and the campaign needed to capture its transformative potential effectively. The feedback from both our team and customers has been outstanding, describing it as inspiring and perfectly aligned with the product’s vision. We’re thrilled with the results and proud to showcase these assets as part of the RapidArc Dynamic story.”
—Kevin Sullivan, Director of Product Marketing at Varian