So imagine that you work at a radiology company, you are looking for a major campaign to energize your brand and distance yourself from the competition - your agency - suggests fruits and vegetables. Then much to your surprise you find yourself actually liking the idea.
You can bet that when the new campaign was splashed to the world at RSNA the good people at R2 were just a wee bit scared. But is was a good scared and their brand never felt more alive.
Sales soared (32% in the first year alone), the competition vanished in the rear view mirror and R2 never looked back. Everything had changed.
That’s the power of the unexpected.