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LAUNCHING A GAME CHANGING, LIFE SAVING TECHNOLOGY
Cita developed this product launch advertising campaign to introduce Heartstream's unique automatic external defibrillator (AED) and differentiate and establish the category. The ads were targeted to first responders to gain credibility in the marketplace before launching the product to other channels such as police, schools, high-rise buildings, gyms, theaters, etc.
The campaign was produced in conjunction with a training videotape to depict the ease of use by any first responder. Cita coordinated efforts with the PR agency, resulting in Heartstream’s first large order—from the CEO of American Airlines.
Today, this AED is called HeartStart and is sold by Philips directly to consumers who can even purchase the product online through Amazon.
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