True to the motto of this year's award "Best of...," Otto Bock HealthCare GmbH won the 2012 Comprix Gold Award over 301 competitors. The jurors presented the trophy for creative healthcare communication at the anniversary gala at the Tanzbrunnen in Cologne on May 4. In cooperation with the Düsseldorf agency Brand Pepper, the medical equipment company scored points for its advertising campaign for the Genium microprocessor-controlled leg prosthesis system.
Genium sets new standards for leg prostheses for transfemoral amputees. The system supports natural movement patterns in real time. At the same time, it reduces the strength and coordination needed for walking, offering an innovative solution that previously seemed impossible for non-motor powered prostheses. In the Genium campaign, Ottobock shows how those living with a disability can achieve mobility and independence. The focus is on integration and promoting public dialogue. Image flyers, mailings, and advertisements use these attributes in keeping with the rebranding of the company group. Powerful images are used to portray the products with technical precision as they are actually used. In combination with informative product texts aimed at the target groups, they underline a strong brand message. Since the autumn of 2011, the campaign has brought change to healthcare communication through continuity, credibility and innovation.