--- title: "\"Revolutionary\" Campaign Exceeds Response Objectives" description: By Bob Green, President and CEO, The Verdi Group A working model out of paper? Some thought it wasn’t possible! Carestream Health, Inc. called on the creativity of The Verdi Group to assist with lead generation for its DRX-Revolution Mobile X-Ray System. With the irresistible appeal of a scale paper model, the integrated campaign exceeded Read More… --- [Subscribe to our mailing list](https://www.ama-rochester.org/newsletter-sign-up) [![Rochester](https://www.ama-rochester.org/hs-fs/hubfs/raw_assets/public/AMARochester_September2022/images/ama-roc-logo-270x90-1.png?width=290&name=ama-roc-logo-270x90-1.png "Rochester")](https://www.ama-rochester.org/) [Join AMA | Rochester Today!](https://www.ama.org/ama-member-benefits/) Toggle navigation - [About](https://www.ama-rochester.org/about) - [About AMA Rochester](https://www.ama-rochester.org/about) - [Meet the Board](https://www.ama-rochester.org/about/meet-the-board) - [Volunteer Interest Form](https://www.ama-rochester.org/volunteer-interest-form) - [Career Center](https://jobs.ama-rochester.org/) - [Contact Us](https://www.ama-rochester.org/contact-us) - [Membership](https://www.ama-rochester.org/membership) - [Events](https://www.ama-rochester.org/upcoming-events) - [Pinnacle Awards](https://www.ama-rochester.org/pinnacle-awards) - [Blog](https://www.ama-rochester.org/blog) - [Collegiate Relations](https://www.ama-rochester.org/collegiate) - [Sponsors](https://www.ama-rochester.org/sponsors) ## Blog **June 11, 2013** by **AMA Rochester** ## "Revolutionary" Campaign Exceeds Response Objectives By Bob Green, President and CEO, **[The Verdi Group](https://www.ama-rochester.org/WP/2013/05/31/tackling-complex-products-with-multiple-campaign-touch-points/)** A working model out of paper? Some thought it wasn’t possible! [![DRX3](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) Carestream Health, Inc. called on the creativity of The Verdi Group to assist with lead generation for its DRX-Revolution Mobile X-Ray System. With the irresistible appeal of a scale paper model, the integrated campaign exceeded response objectives within the program’s target audience and resulted in unforeseen appeal among unexpected users, with Barbies and Beanie Babies abandoning their shelves to visit hospitals across North America and test out the miniature model. **Objectives**[![DRX1](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png) 1. Achieve a 5% response rate. 2. Generate 100 qualified leads. 3. Create a direct mail piece that makes an impact on the audience. **Implementation/tactics** The mailing targeted radiology administrators, decision makers for the DRX-Revolution purchase, and radiologists, end users responsible for the daily operation of the machine. To remain compliant with new healthcare marketing regulations prohibiting promotional gifts or premiums, the agency [![DRX2](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)](https://static.hsstatic.net/BlogImporterAssetsUI/ex/missing-image.png)tapped into its renowned creativity to transform the ordinary into the extraordinary. The idea was paper thin—literally. Verdi designed the intricate, scale model entirely out of paper to create a miniature DRX-Revolution X-Ray System that mirrored all the features of the real thing: working wheels for easy maneuverability, collapsible column, and removable cassette detector. The paper model arrived with a personalized letter and an owner’s manual, illustrating the model’s sophisticated construction and key benefits. The campaign launched in September 2012 and continued until email and telemarketing follow-up concluded in early November. **Results** “This model is in my hands and I would love to actually have one!  A REAL ONE!” The DRX-Revolution campaign achieved a 7.1% response rate and generated 112 qualified leads and 41 opportunities valued at $10.9 million. Social media glowed with unsolicited delight from mailing recipients, with viral enthusiasm in the form of colorful photos and videos depicting the DRX-Revolution model in use by childhood companions clad in tiny scrubs. One recipient even installed a toy car’s motor into the model for remote-controlled fun on the radiology floor. The video sensation shows the motorized paper model in action, trailing radiologists through hospital hallways. Talk about a paper chase! Here’s a short video containing video footage of Verdi’s DRX-Revolution paper model. Credits—Rochester, NY, organizations - Client: [Carestream Health](http://www.carestream.com/medical.html) - Agency: [The Verdi Group](http://www.theverdigroup.com) - Lead qualification and production: [Concentrix](http://www.concentrix.com) **EDITOR’S NOTE:**  **[The Verdi Group](http://www.theverdigroup.com/) was a 2013 Pinnacle Award winner in the Campaign category #5  New Product or Service Launch** Posted in [Awards](https://www.ama-rochester.org/blog/tag/awards) ## Post navigation [Tackling Complex Products with Multiple Campaign Touch Points](https://www.ama-rochester.org/blog/2013/05/31/tackling-complex-products-with-multiple-campaign-touch-points) [Meeting the Challenge: Overcoming Daunting Obstacles to Achieve Rigorous Goals for RSNA 2012](https://www.ama-rochester.org/blog/2013/06/18/meeting-the-challenge-overcoming-daunting-obstacles-to-achieve-rigorous-goals-for-rsna-2012-2) #### AMA | Rochester [![Newsletter Sign Up](https://no-cache.hubspot.com/cta/default/22487987/interactive-181852606349.png)](https://www.ama-rochester.org/hs/cta/wi/redirect?encryptedPayload=AVxigLIdNUbJxKYF7JMSzspxAh0NzsL2cfaRcyp1pYBLzi%2B7hMnZysYUegG7Aim0ttlS6sghty0ORtnGB%2FClvLeTe7ZkQHrdVMVDbgh4F9rKl1JaO88RKDsVSJ0IfxZNSL60xrPdvEPAyyGD4mJ7UYSB%2BZGKijkvvdvodmA4EDNyWs%2FFXZJHFPXb1TnHQgP6rj76sLnDxw%3D%3D&webInteractiveContentId=181852606349&portalId=22487987) - [About](https://www.ama-rochester.org/about) - [Membership](https://www.ama-rochester.org/membership) - [Events](https://www.ama-rochester.org/upcoming-events) - [Pinnacle Awards](https://www.ama-rochester.org/pinnacle-awards) - [Collegiate Relations](https://www.ama-rochester.org/collegiate) - [Blog](https://www.ama-rochester.org/blog) - [Sponsors](https://www.ama-rochester.org/sponsors) AMA | Rochester is the only professional association in the Western New York and Upstate New York Region specifically for marketers, by marketers. Join us to network, gain access to unique programming, and be a part of our growing community. ![BecomeMember](https://www.ama-rochester.org/hs-fs/hubfs/raw_assets/public/AMARochester_September2022/images/Spring-2017_AMA-300x250-Omni-SYD.jpg?width=300&name=Spring-2017_AMA-300x250-Omni-SYD.jpg "BecomeMember") ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "AMA Rochester", "url" : "https://www.ama-rochester.org/blog/author/chris-stocking-president-ama-rochester-1" }, "dateModified" : "2022-09-16T15:41:32.018Z", "datePublished" : "2013-06-11T10:00:11.000Z", "headline" : "\"Revolutionary\" Campaign Exceeds Response Objectives", "mainEntityOfPage" : { "@id" : "https://www.ama-rochester.org/blog/2013/06/11/revolutionary-campaign-exceeds-response-objectives", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.ama-rochester.org/hubfs/AMA%20Rochester_Logo%202_Navy.png" }, "name" : "AMA | Rochester" } } ```