Siemens Healthineers MAGNETOM FREE.MAX AN MRI LIKE NONE BEFORE: STAGING A MARKET DISRUPTION

Campaigning/Motion/Strategy

MAGNETOM FREE.MAX

STARTING POINT

Siemens Healthineers has been an MRI innovator for decades. Until now, developments have always involved higher field strengths. With the new Magnetom Free.Max, Siemens Healthineers is doing truly pioneering work. With a field strength of 0.55 tesla, for the first time an MRI can penetrate where no whole-body MRI imaging was possible in the past. This is accompanied by a radical simplification of the overall design – and it’s also the world’s first MRI to offer a scanner diameter of 80 cm.

IDEA

Magnetom Free.Max disrupts the established rules in MRI imaging. Quench pipes, site limitations, complex operations, and narrow tube diameters have been replaced. This paradigm shift is illustrated by typo banners where the old rules are being literally broken by digital power.   The launch trailer “Breaking barriers” uses artistic, inspiring images to tell a gripping story of real innovative power. Only those who question and break existing norms and barriers can create something new. The project was realized in a collaboration with the video production agency Sons of Motion, Leipzig, and Es ist Winter, Nuremberg.

RESULT

Much of this new, disruptive MRI system is based on digital solutions. Therefore, the campaign also uses visualizations a digital force. This appears in the brand image and perfectly visualizes the clinical and feature-oriented themes of the innovation. Old rules are broken and rewritten, just as Magnetom Free.Max enables new clinical fields.

The strong visuality of the excellent creative implementation runs through all of the primarily digital assets. From the banner to the global virtual event, this results in a clear line where Magnetom Free.Max is staged as a disruption. It’s a powerful communication with a high level of recognition that not only charges our brand but also gets to the heart of our innovative strength as a company."

Gudrun Grätz, Director of Global Marketing Communications Magnetic Resonance, Siemens Healthineers

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