Healthcare

ESC-HF 2016

Cubes of Light interactive exhibition stand at a pharmaceutical congress by MCCGLC for Novartis

The project that revolutionised the customer journey at congress, leading to deeper engagement than ever before.

Challenge

Challenge

In 2016, our client needed to educate delegates about the unmet need in heart failure, as well as emphasise key messages about their new heart failure treatment.

Our main challenge – the challenge for all exhibitors at congress at the time – was delegate fatigue. Most booths featured the same handouts and resources, year after year, and HCPs felt that congress comms were becoming increasingly data-heavy and disconnected from the real lives of their patients.

So, our client decided to put the patient back in the spotlight and reinforce that emotional connection.

Customer engagement through Experiential Design by MCCGLC

In 2016, our client needed to educate delegates about the unmet need in heart failure, as well as emphasise key messages about their new heart failure treatment.

Our main challenge – the challenge for all exhibitors at congress at the time – was delegate fatigue. Most booths featured the same handouts and resources, year after year, and HCPs felt that congress comms were becoming increasingly data-heavy and disconnected from the real lives of their patients.

So, our client decided to put the patient back in the spotlight and reinforce that emotional connection.

Approach

Approach

At ESC-HF 2016, we showcased a brand new innovation in delegate experience with a truly interactive and immersive journey that gave our client extensive event metrics and more trackable data than we’d ever been able to provide before. We created a unique object: the Cube of Life, which contained the image and story of a hypothetical patient, as well as a pulsing light that mimicked the rhythm of a heartbeat.

These were given to each delegate at the stand to drive and track their progress around the booth. The client’s product campaign used light to symbolise the groundbreaking nature of the treatment, and we turned this into a physical metaphor for each individual patient’s life.

This emotional hook was instrumental to customer engagement; we didn’t just give them information, we told a compelling story.

Customer Engagement with interactive technology by MCCGLC

At ESC-HF 2016, we showcased a brand new innovation in delegate experience with a truly interactive and immersive journey that gave our client extensive event metrics and more trackable data than we’d ever been able to provide before. We created a unique object: the Cube of Life, which contained the image and story of a hypothetical patient, as well as a pulsing light that mimicked the rhythm of a heartbeat.

These were given to each delegate at the stand to drive and track their progress around the booth. The client’s product campaign used light to symbolise the groundbreaking nature of the treatment, and we turned this into a physical metaphor for each individual patient’s life.

This emotional hook was instrumental to customer engagement; we didn’t just give them information, we told a compelling story.

Solution

Solution

Using infrared beams our Cubes connected to interactive touch screens around the booth. Each time a delegate read a key piece of information at the screens, their Cubes shone brighter, enabling tracking of answers and behaviour.

The delegates were then asked to show their commitment to addressing the unmet need in HF by signing their Cubes and adding them to an ever growing, evolving art installation on the booth.

This tangible reminder of patient lives – that was literally in delegates’ hands – was the most impactful part of our congress strategy. It helped us to prompt deeper engagement with the material which in turn allowed deeper understanding of the information.

One of our most memorable projects, it has informed much of our work going forward, and made a noticeable impression on the congress world.

Exhibition Design with events technology by MCCGLC

Using infrared beams our Cubes connected to interactive touch screens around the booth. Each time a delegate read a key piece of information at the screens, their Cubes shone brighter, enabling tracking of answers and behaviour.

The delegates were then asked to show their commitment to addressing the unmet need in HF by signing their Cubes and adding them to an ever growing, evolving art installation on the booth.

This tangible reminder of patient lives – that was literally in delegates’ hands – was the most impactful part of our congress strategy. It helped us to prompt deeper engagement with the material which in turn allowed deeper understanding of the information.

One of our most memorable projects, it has informed much of our work going forward, and made a noticeable impression on the congress world.

Impact

Impact
800+

delegates participated
in the journey

82%

of participants
completed the journey

Customer Engagement through a strong congress Strategy by MCCGLC
800+

delegates participated
in the journey

82%

of participants
completed the journey

30%

of delegates at the
congress interacted with
the Cubes of Life

00:05:27

minutes an average spent
on the activity

Cubes of Light interactive exhibition stand at a pharmaceutical congress by MCCGLC Customer engagement with interactive exhibition at a pharmaceutical congress by MCCGLC
Cubes of Light interactive exhibition stand at a pharmaceutical congress by MCCGLC
Cubes of Light interactive exhibition with customer interaction at trade show by MCCGLC
Customer engagement with interactive exhibition at a pharmaceutical congress by MCCGLC

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