Impulse Dynamics faced a Herculean task; convince cardiologists to consider a new, non-pharmalogic implantable device for treating heart failure. They decided to make a splash by buying ad space in a number of medical journals, coordinating the timing of the ad buy with one of the largest cardiology conferences.

Alloy was engaged to design and produce a series of animated digital ads, and contracted with five publication to run ads, email banners and other digital real estate for a six-month run, generating over 1 million impressions and a 5% click-thru rate.