Healthcare

ERS 2012

Breathing sphere as interactive technology with events technology by MCCGLC

We broke new ground at ERS with an interactive sculpture that gave HCPs a fresh perspective on COPD.

Challenge

Challenge

COPD is a prevalent and debilitating disease; in 2013 it was predicted that it would become the third biggest cause of death by 2020.

At a time when many COPD patients were struggling to find effective treatment options, our client – a major, global pharmaceutical company – released a groundbreaking inhaler device, which answered a glaring, unmet need for patients.

The brief for ERS 2012 challenged us to communicate to congress delegates the debilitating impact of COPD on patients’ everyday lives. The new product gave users a new, multi-sensory way of administering their medication, so we took a multi-sensory approach to the booth experience.

Trade show marketing hosting events technology by MCCGLC

COPD is a prevalent and debilitating disease; in 2013 it was predicted that it would become the third biggest cause of death by 2020.

At a time when many COPD patients were struggling to find effective treatment options, our client – a major, global pharmaceutical company – released a groundbreaking inhaler device, which answered a glaring, unmet need for patients.

The brief for ERS 2012 challenged us to communicate to congress delegates the debilitating impact of COPD on patients’ everyday lives. The new product gave users a new, multi-sensory way of administering their medication, so we took a multi-sensory approach to the booth experience.

Approach

Approach

Back in 2012, we were the first agency to introduce an interactive sculpture (or any sculpture) to the exhibition space.

It was important for us to deepen the HCPs’ understanding not only of the disease, but of the real and debilitating impact on COPD patients’ everyday lives.

It was also our first time using NFC technology, which not only allowed us to create a fully immersive experience, but also to track users in a way that had not been possible before at live events.

Experiential tech as a part of tradeshow marketing by MCCGLC

Back in 2012, we were the first agency to introduce an interactive sculpture (or any sculpture) to the exhibition space.

It was important for us to deepen the HCPs’ understanding not only of the disease, but of the real and debilitating impact on COPD patients’ everyday lives.

It was also our first time using NFC technology, which not only allowed us to create a fully immersive experience, but also to track users in a way that had not been possible before at live events.

Solution

Solution

We used a bespoke Hoberman Sphere – a large, striking sculpture commissioned directly from the engineer – to demonstrate the laboured breathing of a COPD patient.

As it expanded and contracted, breathing-like sound effects showed just how difficult life with COPD can be, and the sound alone drew many people to the booth. When HCPs interacted with the surrounding iPads in order to activate the effect of the client’s device, the sculpture reacted in real time, breathing normally and expanding to its full potential.

The sculpture provided a stunning, clever and educational draw like no other. The sphere went on to be used at countless other events – an incredibly simple metaphor that brought patient struggles to life in a very visual way.

Digital exhibition for a pharmaceutical congress by MCCGLC

We used a bespoke Hoberman Sphere – a large, striking sculpture commissioned directly from the engineer – to demonstrate the laboured breathing of a COPD patient.

As it expanded and contracted, breathing-like sound effects showed just how difficult life with COPD can be, and the sound alone drew many people to the booth. When HCPs interacted with the surrounding iPads in order to activate the effect of the client’s device, the sculpture reacted in real time, breathing normally and expanding to its full potential.

The sculpture provided a stunning, clever and educational draw like no other. The sphere went on to be used at countless other events – an incredibly simple metaphor that brought patient struggles to life in a very visual way.

Impact

Impact
3000+

delegates engaged with
booth activities

Enormous success
led to use at 5 events globally

Interactive technology with live events strategy by MCCGLC
3000+

delegates engaged with
booth activities

63.5%

of booth visitors
guided by reps

61.5%

completed all
booth activities

63.5%

of booth visitors
guided by reps

61.5%

completed all
booth activities

Enormous success led to use at 5 events globally

Experiential tech as a part of tradeshow marketing by MCCGLC
Experiential tech as a part of tradeshow marketing by MCCGLC
Breathing sphere as interactive technology with events technology by MCCGLC

Up next