CAMPAIGN OF THE MONTH: Putting the fun back into science

Question: How many scientists does it take to make a formula? Four thousand. Okay, so it's not funny but it is the number of users the Invitrogen brand attracted to its platform game in its latest global campaign, 'Challenge Lab'.

The campaign was put in the hands of creative digital agency Bourne who utilised on and offline methods to raise brand awareness for Invitrogen, a life sciences brand which produces a liquid solution used in laboratory experiments called Gibco.

'Challenge lab' was soft launched across EMEA in towards the end of last year. Adrian James, client services director of Bourne says, "We soft launched the campaign out of term-time so we could iron out any potential problems with the game."