Roche LightCycler 96 launch

iris was tasked with creating global awareness for one of Roche’s most innovative product lines, the LightCycler® family, and specifically the game-changing Roche LightCycler® 96 System.

To stand out from the conservative advertising in the market, iris created a humorous and eye-catching campaign that presented this unique new Roche product as the tool that gives customers nearly superhuman levels of accuracy, efficiency and speed.

To transport these benefits, iris created a campaign that featured a stealthy diagnostics superhero – showing how any lab environment can be transformed by the super capabilities of Roche’s latest research tool and get more out of their testing environment.

The campaign produced online and offline assets to generate awareness, enable consideration and generate leads on a global level.