The weirdest ad for lab equipment you will EVER see « Collateral Damage

Posted on July 22, 2008 by Dave J.

Blog Collateral Damage posts The weirdest ad for lab equipment you will EVER see:

“How do you market a machine that automates using a pipette (an instrument used to transport a measured volume of liquid)? Romance, of course. Eppendorf is pushing its new epMotion machine with a video of a boy-band group of lab types singing a boy-band type of love song about how you deserve to have your pipetting done by a machine.”

You can follow link above to Collateral Damage, or go to YouTube, or the epMotion site where you can also get wallpaper for your lab PC.

Just way over the top!

But you gotta figure that, lets guess, $50k to pull this off is the equivalent of 5 full page ads in Lab Equipment Magazine. Makes it look like a reasonable approach, all of a sudden.

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  • rinkjustice

    This is viral marketing that follows the playbook quite closely. Will it bring ROI? Dicey. Will it extend/strengthen their brand? Maybe?Will it get lot’s of attention? Guaranteed!

  • rinkjustice

    This is viral marketing that follows the playbook quite closely. Will it bring ROI? Dicey. Will it extend/strengthen their brand? Maybe?Will it get lot’s of attention? Guaranteed!

  • IMR editor

    A great find. It is not only the weirdest, but the best (not that I have seen many.) But it works … it recognizes that its users have lives outside of the lab, that they have emotions and deep feelings and don’t just care about the price, the specs, the packaging, etc. It is fun, too, with cute guys (that works for me.)

  • IMR editor

    A great find. It is not only the weirdest, but the best (not that I have seen many.) But it works … it recognizes that its users have lives outside of the lab, that they have emotions and deep feelings and don’t just care about the price, the specs, the packaging, etc. It is fun, too, with cute guys (that works for me.)