Integrated Campaign | Video
Made in America makes a difference.
CHALLENGE: Reliance Medical chairs have long been known for their durability, stability, and unmatched quality. But many customers – mainly ophthalmologists and optometrists – were unaware that their products were manufactured in the U.S., using parts and materials from over 150 U.S. suppliers.
IDEA: Reliance chairs are built to support: not only patients, but also practices and – by creating U.S. jobs and using American-made materials – an entire country.
STORY: What started as a single ad idea five years ago turned into a foundational big idea that continues to this day. Haag-Streit, an industry-leading manufacturer of ophthalmic instruments and equipment, came to us to to create an ad for Reliance Medical Products, a Haag-Streit subsidiary. The singular goal was to raise awareness that Reliance exam chairs, unlike many of its competitors, were made in the U.S., using parts and materials.
Our solution? Reliance chairs are built to support your patients, your practice, and an entire country.
But we – and our client – soon recognized that the idea of Built to Support had a life beyond just a one-time ad. We created an entire integrated campaign to celebrate the Reliance “Made in the USA” difference. An inspiring video, landing page, print ads and emails drove home the idea that our reliance on the American worker, American craftsmanship, and the American work ethic is the reason why eye care practitioners are able to depend on Reliance products.
Soon after the campaign launched, it was lauded by Reliance Medical’s largest dealer sales groups, as it provided them, too, with support needed to sell product. Sales have continued to steadily grow – showing that this campaign was even built to support the company itself.