Client: Bioniche
Project: Cue-Mate Campaign

As world leaders in animal reproduction technology, Bioniche looked to GenR8 to more effectively define the Cue-mate brand in the Australian market and better position Bioniche at the cutting edge of reproduction technology, research and development.
 
The Cue-Mate product had previously been marketed in a way that was novel and distinctive, but far removed from the more technological global positioning for Bioniche. 
 
The new campaign needed to provide powerful cut-through creative that resonated with our audience of veterinarians, dairy farmers and herd improvement companies.  It also needed to tackle the challenge of the market leader’s generic brand that enjoyed broad awareness and appeal in Australia.
 
GenR8 deployed a campaign that leveraged the creative positioning of ‘A New Frontier’ to communicate “unrivalled opportunity” to our audience, coupled with futuristic imagery to reinforce leading edge technology for the very best in reproductive solutions.