Overview

A microscope is one of the most complex tools in a research lab. (Who would have known back in junior high science class?) They are daunting to learn and re-learn every time a researcher starts a new experiment, which leads to inefficient workflow and a slower time-to-experiment. No wonder so many researchers have a love/hate relationship with them. Leica Microsystems, one of the world’s largest manufacturers of advanced microscopy, had a vision for something different. A tool that could help transform a day in the lab—with the push of a button.

Strategy

Meet Mica. Here was a microscope so remarkable, it really needed its own category. So we created one. Mica is the world’s first “Microhub.” Everything a researcher needs—two microscopes in one, AI-powered, sample-protecting, integrated incubator—unified in one easy-to-use environment. Our value proposition, key messaging and product narrative made real what Mica could do for every researcher—regardless of expertise level.

“This changes everything.” The launch had to be as disruptive as the product itself. In a category that generally focuses on technical details alone, we had to tell a bigger, more compelling story. After all, researchers want to be defined by their science, not their microscopy skills.

Success

Mica just launched in March 2022. The launch itself was considered a huge success; marking a total departure from the more “serious” launches of other Leica Microsystems’ products. It sets the benchmark for the future. Sales are taking off.