Which revolutionary advertising campaign for a scientific instrument coined the term 'democratizing science' and led to a 400% increase in adoption among small research laboratories?

In the competitive world of science and technology, marketing breakthroughs can be as challenging as the discoveries themselves. This poll tests your knowledge about one of the most innovative product advertising campaigns in scientific history that transformed how a complex scientific instrument was perceived by researchers worldwide. Can you identify the groundbreaking marketing strategy that changed the game?

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Oxford Nanopore's 'Science for Everyone' campaign that promoted portable DNA sequencers with real-time analysis capabilities
Thermo Fisher's 'Beyond the Lab' initiative for their mass spectrometers featuring scientists using them in remote locations
ZEISS Microscopy's 'See the Invisible' program offering virtual reality demonstrations of electron microscopy capabilities
Illumina's 'Sequence Your Future' campaign highlighting their reduced-cost next-generation sequencing platforms