Marketing Challenge
In the rapidly moving world of genetic research, Illumina is leading the pack with constant innovation. But even in a world where innovation is everything, the Illumina Genome Analyzer is a true breakthrough. Illumina turned to Chempetitive Group to help tell researchers about this new sequencing platform.

Chempetitive Approach
Every company talks about how their products advance research. We wanted to do more. Because researchers could move so quickly from discovery to publication, Illumina already had loyal customers who had benefited from the Genome Analyzer. Helping these researchers tell their stories became the cornerstone of the campaign. Through print ads, online banners, tradeshow support and a microsite, we demonstrated how the Genome Analyzer was already having a huge impact on genetic research.

Results
Having actual Genome Analyzer users tell their stories proved a very successful strategy. Many researchers have used the Genome Analyzer to perform groundbreaking work and sales have exceeded expectations.