Siemens Healthineers
COMPRESSED SENSING
INTRODUCING A WORLD FIRST IN MRI
Branding/Campaigning/Motion
COMPRESSED SENSING
STARTING POINT
With Compressed Sensing, Siemens Healthineers has developed a technology that drastically reduces MRI examination times. The first clinical application is CS Cardiac Cine, which for the first time allows operators to perform cardiac examinations faster without compromising image quality. We were asked to stage this world first with a “wow” for the internal and external launches.
SOLUTION
The concept of “connecting the dots” is a perfect visual metaphor for the process, which uses fewer pixels to make images of the moving heart. In English, “connecting the dots” also means “getting to the bottom of something.” And it was precisely this pioneering spirit of research that Compressed Sensing needed to claim.
In addition to a strong, dynamic key visual and a concise claim, a number of measures were created for the product launch at the RSNA, the world’s most important radiology trade show. Among other things, visitors to the booth were able to haptically explore Compressed Sensing.
RESULT
After a preparation time of just six weeks, we managed to introduce the new Compressed Sensing MRI technology at RSNA 2016 with the desired “wow” effect.
RELEVANT CASES
DRAMATURGICAL PRODUCT LAUNCH FOR SIEMENS HEALTHINEERS
Siemens Healthineers
