Healthcare

ESC 2019

Live events strategy by MCCGLC comes to life at pharmaceutical congress

A powerful metaphor, daring congress strategy and engaging journey that helped delegates to move mountains.

Challenge

Challenge

At ESC 2019, our goal for our client’s booth was not only increasing traffic to the booth, but increasing the length of conversations between delegates and reps (which usually average around 5 minutes).

The branding of their tailored anticoagulant treatment was already well established, so the challenge was to add new information without losing existing brand equity and understanding.

With an effective and well recognised campaign already in place, our role was to turn it into a memorable, interactive experience that would inspire physicians to change their prescribing behaviour.

MCCGLC Photobooth activity at pharma congress with strong customer engagement

At ESC 2019, our goal for our client’s booth was not only increasing traffic to the booth, but increasing the length of conversations between delegates and reps (which usually average around 5 minutes).

The branding of their tailored anticoagulant treatment was already well established, so the challenge was to add new information without losing existing brand equity and understanding.

With an effective and well recognised campaign already in place, our role was to turn it into a memorable, interactive experience that would inspire physicians to change their prescribing behaviour.

Approach

Approach

In life we all face individual challenges – everyone has their own mountain to climb. Sir Edmund Hillary’s mountain was Everest. But it would never have been conquered if it wasn’t for Tenzing Norgay, whose guidance was essential to the expedition’s success.

At ESC 2019, we celebrated the sherpas, the heroes; the adventurers without whom the world would be a smaller place. Like Norgay guiding Hillary, the client’s tailored treatment is designed to help doctors navigate the complex terrain of their patient’s condition – this concept was the foundation of our customer engagement strategy.

The brand already had a powerful campaign – the image of a carabiner to signify safety, security and trust – and this was mirrored in the booth’s striking architecture.

Live events interactive technology to support trade show marketing, designed by MCCGLC

In life we all face individual challenges – everyone has their own mountain to climb. Sir Edmund Hillary’s mountain was Everest. But it would never have been conquered if it wasn’t for Tenzing Norgay, whose guidance was essential to the expedition’s success.

At ESC 2019, we celebrated the sherpas, the heroes; the adventurers without whom the world would be a smaller place. Like Norgay guiding Hillary, the client’s tailored treatment is designed to help doctors navigate the complex terrain of their patient’s condition – this concept was the foundation of our customer engagement strategy.

The brand already had a powerful campaign – the image of a carabiner to signify safety, security and trust – and this was mirrored in the booth’s striking architecture.

Solution

Solution

An impressive, moving sculpture with projection-mapped details grabbed the attention of passers-by from the get-go, and a tailored, interactive customer journey encouraged delegates to engage on a deeper level.

Our innovative use of LED and motion design helped to both raise money for a worthy cause and raise awareness about upcoming treatments, as delegates ‘donated’ their heartbeat by interacting with the central sculpture.

Delegates had an unforgettable experience, and left feeling sure of the client’s commitment to innovation, inspired to help their patients rise to the challenge of cardiovascular disease.

Experiential design and interactive technology by MCCGLC

An impressive, moving sculpture with projection-mapped details grabbed the attention of passers-by from the get-go, and a tailored, interactive customer journey encouraged delegates to engage on a deeper level.

Our innovative use of LED and motion design helped to both raise money for a worthy cause and raise awareness about upcoming treatments, as delegates ‘donated’ their heartbeat by interacting with the central sculpture.

Delegates had an unforgettable experience, and left feeling sure of the client’s commitment to innovation, inspired to help their patients rise to the challenge of cardiovascular disease.

Impact

Impact
607

people engaged with
photo activity

900+

direct interactions

Photobooth with brand experience by MCCGLC
607

people engaged with
photo activity

900+

direct interactions

160%

increase in interaction
time from 2018 event

€4500

raised for European
Heart for Children charity

LED Sculpture with experiential tech and strong customer engagement at ESC 2019 by MCCGLC Interactive technology with strong customer engagement at ESC 2019 by MCCGLC

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