Alcon

Visualisation Congress Kit 2021

Creative storytelling brought a compelling and memorable reminder of a product’s core value, driving digital engagement across multiple congresses.

Challenge

Challenge

Our client approached us to help them re-ignite customers’ interest in one of their well-recognised surgical brands across their industry congresses for 2021, as they launched its latest model into the market. They wanted customers to understand the powerful benefits that lay in the product - the value of the advances in visualisation it provided - and how it could bring a real difference to their work and patients.

With delegates tired of the ‘standard’ web experience and overloaded from digital exposure in 2020, we needed to find a way to hook their interest and excite them to find out more, as well as ways to stand out amongst their industry competitors at their 2021 online shows.

Our client approached us to help them re-ignite customers’ interest in one of their well-recognised surgical brands across their industry congresses for 2021, as they launched its latest model into the market. They wanted customers to understand the powerful benefits that lay in the product - the value of the advances in visualisation it provided - and how it could bring a real difference to their work and patients.

With delegates tired of the ‘standard’ web experience and overloaded from digital exposure in 2020, we needed to find a way to hook their interest and excite them to find out more, as well as ways to stand out amongst their industry competitors at their 2021 online shows.

Approach

Approach

We wanted to find an unusual and engaging way to demonstrate the key USP of Alcon’s product that would provide the basis for not only an educational sales piece, but also the necessary click-bait to drive traffic to our standalone congress site and generate leads. In order to draw physicians in our powerful concept highlighted historical blunders with visualisation techniques that have generated big news headlines. The US news story of the 1970’s ‘Face on Mars’ images demonstrated how developments in technology have changed our perspective and understanding of problems or discoveries.

We wanted to find an unusual and engaging way to demonstrate the key USP of Alcon’s product that would provide the basis for not only an educational sales piece, but also the necessary click-bait to drive traffic to our standalone congress site and generate leads. In order to draw physicians in our powerful concept highlighted historical blunders with visualisation techniques that have generated big news headlines. The US news story of the 1970’s ‘Face on Mars’ images demonstrated how developments in technology have changed our perspective and understanding of problems or discoveries.

Solution

Solution

To keep physicians intrigued as they explored, from our news-story hook right through to finding product information, we created a highly visual parallax website.

This took delegates on a journey of exploration from our initial ‘Face on Mars’ headline through the brand story and product content, whilst all framed beautifully around the space exploration theme. Crucially, the site encouraged follow up from delegates with a clear CTA connecting with sales reps and enabling product demos to be booked.

To keep physicians intrigued as they explored, from our news-story hook right through to finding product information, we created a highly visual parallax website.

This took delegates on a journey of exploration from our initial ‘Face on Mars’ headline through the brand story and product content, whilst all framed beautifully around the space exploration theme. Crucially, the site encouraged follow up from delegates with a clear CTA connecting with sales reps and enabling product demos to be booked.

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