Causing change to physicians’ prescribing behaviours using a booth
with motion design, LED and an unforgettable narrative
Insight
With a recognised campaign already in place, we had to add new information without losing existing brand equity and awareness. At ESC 2019, our goal was to do this by increasing the length of conversation between delegates and reps (which usually averaged 5 minutes) as well as the traffic to the booth.
Approach
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. Our role was to relay their campaign with a memorable, interactive experience that would inspire physicians to change their prescribing behaviour.
The client’s treatment was designed to help doctors navigate the complex terrain of their patient’s condition. With the ambition of empowering Doctors in plotting the course for their patients, we celebrated great explorers who had similarly ventured into the unknown. Sir Edmund Hillary is heralded as the first to ascend Everest, but the guidance of Tenzing Norgay was all but essential to the expedition’s success.
Through this narrative of exploration and guidance, a powerful metaphor was created, reflected in the striking architecture of the booth, an impressive, moving sculpture with projection-mapped details and an interactive customer journey. Delegates enjoyed an unforgettable experience, and left assured of the client’s dedication to innovation in cardiovascular care.
