Summary of Brief:
Design and deliver a highly impactful, memorable and interactive customer experience that would attract all attending physicians to the client’s booth, maximise on-booth delegate retention, prove ROI and promote the client’s product as the treatment of choice.
As the client was promoting a rare disease mature product with limited new data, it was vital that we developed a booth that stood out against competitors and strengthened the perception of the product.
What we did:
- Held a post-brief ‘all hands meeting’ to discuss and agree on the key scientific messages and their hierarchy, key booth requirements, the brand look and feel, and the percentage split of brand and product content across the booth.
- Reviewed the most effective means of developing a story flow that would integrate all key messages and the company’s current ‘It’s TIME’ marketing campaign into one brave (but compliant!) customer experience.
- Agreed that creating a ‘journey’ or ‘pathway’ would be the most effective way to demonstrate the complex storyline. To get people to stand and watch an MoA is an almost impossible feat in a congress environment but immersive experiences have been proven to encourage delegate participation.
- Pitched our ideas to the client — who was ready to be bold!
- Started developing a six-minute through the-body MoA movie that would be shown in a flight simulator using a combination of 3D live action and cutting-edge computer graphics, all carefully synchronised to the motion and housed on a 160sqm exhibition booth.
- Started developing the 250 hand drawn story board frames and working script required. The animation would rely on the audience believing they had been shrunk down and were travelling through the human body, so the journey needed to be one continuous single point-of-view sequence with no cuts in the action.
- As multiple animators were undertaking work on difference scenes, coordinated all scenes to ensure that they were consistent in perspective, pace and camera angle, as well as in lighting and texture.
- Commissioned bespoke composed music that gave the sense of a big budget adventure and mixed this with sound effects in 5.1.
- Designed the booth that housed the truck-borne motion simulator (that we drove across Europe to the congress) to be completely different to its competitors. Incorporated bold, bright colours to ensure that the company’s branding would be less clinical than seen elsewhere in the congress hall — although there would be specific scientific and clinical areas on the booth.
- Devised the structure and order of messaging to follow a clear journey that delegates would be encouraged to follow.
- Ensured product logos were visible at all heights, with the branded moving aspect of the booth designed to occupy the ‘golden space’ between the top of competitor static booth structures and below overhead rigged banners.
- Utilised the booth staff as part of the experience — including professionally trained sales representatives, general booth hostesses dressed as flight attendants (fitting with the ‘TIME capsule’ flight elements), and ushers at the entrance of the capsule dressed in surgical scrubs to assist delegates.
- Purposely designed a ‘Disney’ style queuing system to give the client the opportunity to engage with delegates whilst they waited and to create the ‘magpie effect’ — the more people in the line, the more curiosity would increase in the hall.
An estimated 2,300 attendees participated in the simulator experience and it proved to be eight to ten times more effective than the average eight-minute rep visit.
“OSP’s amazingly creative and dedicated team helped us deliver an incredible 3D simulator experience. Well planned and stunningly executed, the 3D simulator ride proved that you can combine medical education with a dash of experiential fun!”