Campaign details

Brand: CMR Surgical
Agency: Hanover Communications

Campaign: Revolutionising Surgery for Good

Introducing the challenge

CMR Surgical (CMR), a British start-up building the next generation surgical robot, approached us in 2017 with a big challenge. The surgical robotics industry was dominated by one player, who had a virtual monopoly and big budgets for PR and advertising. Known by few outside their converted barn headquarters in the Cambridge countryside, CMR had a fraction of the budget and were not yet able to reveal their ground-breaking robot, Versius.

What they lacked in recognition they made up for in ambition and vision. Performing keyhole surgery is difficult, and their surgical robot was designed to help surgeons deliver it more flexibly, affordably and often.

CMR’s primary audience was surgeons, the group that would use their product and lobby for new technology in the NHS and private sector.