Biomet Orthopedics has a completely unique approach to knee replacements that requires an equally unique approach to marketing. That’s why B&Y came up with “Younique” – a creative message that focused on the patient’s specific needs and anatomy. The campaign showcased the individual and the things they want to get back to after knee replacement: happiness, freedom, an active life, etc.
Creative impact testing proved we were taking the right approach to drive home the message that potential customers wanted to see. The artistic result was totally different than what Biomet’s competitors were doing, and it was a message that consumers could really relate to. Unique, indeed.