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Longas

How did we help a next generation sequencing company emerge from stealth mode to attract attention on the world stage?

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Challenge

Longas is an academic spin-out company that invented a disruptive technology (Morphoseq™) which it believes will dramatically improve the performance of industry-standard Next Generation Sequencing (NGS) platforms by increasing effective read lengths, providing benefits in accuracy and cost-efficiency.

After three years in stealth mode, during which it underwent significant technological development, it was ready to unveil its technology at a scientific conference. As the field is fast-moving and highly competitive, its goal was to attract the attention of potential commercial partners as quickly as possible.

Instinctif was engaged to develop the launch campaign and all materials.

Action

We developed a corporate identity that reflected the technology, and created a simple and supportive tag line: a shorter way to longer reads.

A strong, clean graphic website with professional team photography positioned the company and its technology as commercial-ready rather than academic.

An infographic of the Morphoseq™ technology was developed, showing sufficient information to attract interest and encourage engagement for more information.

The website went live to correspond with the company launch media announcement, which highlighted the appointment of the company’s high profile NGS expert executive as its CEO. The conference announcement followed shortly after, revealing more detail around the technology.

Result

Our media strategy focused on top-tier trade publications by pitching the story to media under strict embargo to achieve the highest impact coverage. To accomplish this, Instinctif coordinated interviews between the CEO and CSO of Longas and key journalists ahead of the two announcements being published. This gave the journalists ample time to research the story and write accurate and in-depth pieces. The result was two feature length pieces of coverage in the top two target media – GenomeWeb and BioWorld.

Having set up Twitter and LinkedIn accounts for the company, the two media announcements were amplified through posting and sharing, attracting very active engagement and excitement by the target audience.