The creative emphasized urgency, innovation, and long-term savings—capturing attention with bold “IT’S TIME” messaging and a clean, professional design system consistent with Thermo Fisher’s brand.
The “IT’S TIME” campaign was developed to drive awareness and engagement around upgrading outdated ultra-low temperature (ULT) freezers. Thermo Fisher Scientific aimed to position its advanced line of ULT freezers as the smarter, more energy-efficient, and reliable choice for modern laboratories. The campaign was targeted at lab managers, researchers, and procurement professionals who rely on ULT storage to protect their most valuable samples.
Our creative team was tasked with concepting and producing a full suite of promotional assets for the campaign. This included:
A central campaign identity and visual language
High-impact digital banner ads and social media graphics
Animated explainer videos highlighting key product benefits
Customer testimonial spotlights
Campaign landing page header and product visuals
Motion design for use in paid media and email
Packaging assets for print and digital promotions
Encourage labs to retire outdated ULT units and modernize with Thermo Fisher models
Drive traffic to the campaign landing page and boost conversion through lead generation
Reinforce Thermo Fisher’s leadership in cold storage innovation and energy efficiency
Support the sales team with customizable campaign assets to use across touchpoints
Provide measurable ROI through performance tracking and analytics
The campaign successfully delivered a cohesive and versatile asset package, rolled out across Thermo Fisher’s website, email, social, and paid media. Visually unified by the bold “IT’S TIME” call-to-action, the campaign’s design and messaging struck a balance between urgency and reassurance. Creative assets highlighted key differentiators like energy savings, service reliability, and sustainability. The campaign improved awareness metrics across target segments and helped boost inquiries and upgrades, particularly in aging ULT inventories.