Sunrise Medical’s Quickie wheelchair brand was a pioneer in the category and an industry innovator, but competitors were stealing market share by mimicking product features. Though Quickie was the number one prescribed wheelchair in America, it was losing out on second-time purchases—when chair-owners usually become loyalists. Quickie needed to reinvigorate the brand with a new campaign that would create a fresh image in the minds of consumers.
WHAT WE DID
BrandJuice developed an ownable positioning platform and refreshed the brand image, being sure to validate and test concepts with the strategic target along the way through a series of consumer juries. Development of the Quickie brand creative guidelines guided the internal creative team for external-facing activation. BrandJuice then styled, shot and directed a photoshoot for campaign imagery, which was edited and transformed into market-facing executions.
BrandJuice developed a presentation to “wow” the internal audience, which inspired their sales team and executives to become stronger brand stewards. Quickie’s sales position quickly shifted from highlighting the functional—product features and capabilities—to a focus on the emotional—experience-driven, shared values. The campaign repositioned Quickie’s benefit orientation so it resonates across the minds and hearts of the target audiences, and helped to reposition Quickie within the market on an emotional level that both new and existing customers could connect with.