The campaign objective was to draw new laboratories to the 3M´s customer base, by persuading them to change from the traditional testing methods to Petrifilm.

We did it by informing them that this product is the best and fastest way to perform testing, since it speeds up data management by 4 seconds, optimizing analysis processes by 45%.

The objective was to achieve a 30% positive response rate. Out of the 96 biggest laboratories, 3M wanted to gain 29 as permanent clients for Petrifilm.

Our creative solution was to develop a very small microscopic mailing of 500 nanometers, equivalent to the size of a bacteria. Using ground breaking laser technology developed at the Karlsruhe Institute of Technology in Germany, we printed a text with the benefits of the product on to the 3M Petrifilm plates itself. This mail surprised laboratory technicians since it could only be read with the use of a microscope, making them test the Pretifilm plates at the same time.

We delivered the mailing to the main 96 laboratories for microbiological testing in Ecuador. Within the next 2 month, 87% of them, that is, 83 laboratories, started ordering the 3M Petrifilm analysis plates, exceeding our objective of 30% positive response rate. This campaign has been the most successful campaign in the history of Petrifilm. 3M is now looking to implement it all over the world.

The strategy was to surprise laboratory technicians while they worked with their most used device: Microscopes.

The creative execution was very relevant and effective because we made the target get to know the benefits of 3M Petrifilm plates in a unique and memorable way, specially considering that other laboratory suppliers usually send traditional and boring paper brochures to try to sell their products.

Our communication tool could not be more appropriate, since it was the product itself, making the target try it and experience its benefits.

Many laboratories in Ecuador don´t use or even know about the product. They still use the traditional - old fashioned and time consuming method.