Johnson & Johnson (Animas, LifeScan and Janssen)

J&J Experiential Exhibition Booth at EASD

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Main objective

The Johnson and Johnson family of diabetes companies wanted to make an impact at the EASD, a key event in the organisation’s congress calendar. The main objective of the booth was to launch Invokana (canagliflozin), their SGLT2 inhibitor for the treatment of type 2 diabetes. The second objective was to demonstrate the synergistic approach between the companies (Janssen, LifeScan and Animas) and use the congress to showcase the pioneering approach all three entities were taking to improve the lives of people with diabetes. It goes without saying J&J also wanted to strengthen and develop relationships with attending KOLS whilst demonstrating key products and services in an innovative way.

It was essential that whatever we suggested attracted all exhibition attendees to the booth, encouraged the natural flow of delegates between the three companies, recorded as much data as possible, and ensured every individual left the booth with a thorough understanding of the key messages about the launch product. Moreover, we needed to provide a memorable experience that stood out in a competitive market place.

Creative solution

Please note: this project contained many different features so, for the purpose of this case study, we will focus on the digital stations that we created for Janssen’s launch.

Using two decades of booth insight, our strategic and creative team immersed themselves in the mind of the HCP to conceive the most memorable, engaging and innovative way of demonstrating the product’s key messages. We set ourselves the challenge of creating a solution that was message first, easy to use, and that sparked nostalgia and intrigue amongst delegates.

We decided to split out the key messages rather than combine all together, allowing us to take the delegate on a journey. As there was lots of information to impart, a digital interface seemed like the best option — however, our solution had to feel like an activity, rather than just straight digital.

Our understanding of learning principles suggests humans engage more effectively with content when all the senses are being stimulated… and most people, regardless of age or culture, have an inner child that can’t resist a glowing push button!

Our expert learning, interactive and design team worked in collaboration with the technical show team to design a mix of physical and digital technology, going on to develop three information stations that had an arcade feel to attract attention. The stations were split into different topics; Hb1Ac and safety, weight loss, and sugar reduction — with each displaying the proven effects of canagliflozin on patients with type 2 diabetes. Timelines were tight, with just two months to go before the congress opened, but the design team came up with flat designs that perfectly matched the launch brand, whilst the development team quickly programmed the interfaces and back-end metrics system. This dedication to brand consistency paid off, with both the content and designs being promptly approved by the company’s branding and legal teams — a result!

The aim at each station was that the delegate would be invited to take part in the activity and would initially be greeted with a screen saver showing simple instructions.

The first step was to press a large flashing start button on the screen which would trigger all the content and knowledge checks.

At the weight loss station, the user would be presented with key information about the product before being posed a knowledge check question — for example, “how much weight loss can a typical patient expect to lose in x months?”. Instead of pressing the screen to answer the question, the delegate had to physically lift up an old-fashioned weight (to match the brand) which was mounted to the station under the screen. There were four weights in total, all weighing the same as the on-screen answers, ensuring the HCP could actually feel the difference the drug could make.

The sugar loss station was a similar set-up to the weight station but the physical aspect incorporated a set of push buttons that looked like clear bowls containing the correct amount of sugar in cubes — allowing the delegate to make a visual connection with the answer. If the delegate didn’t answer correctly, the right answer would be displayed on the screen. The ultimate goal was to inform the HCP rather than test them!

The last station combined HBA1c and the safety profile. To select between each of these topics the HCP would press the button labelled accordingly. Once in the Hb1Ac reduction screen, they would be presented with comparative data sets and accompanying information. After the HCP had reviewed and digested all data, they would be asked to answer a further knowledge check question. Here, the answers would be presented in graph form, so the delegate could quickly see the comparative difference in results. They were then asked to select the graph line that matched the pattern and shape of canagliflozin, submitting their answer by hitting the illuminated physical buttons next to the graph lines. The safety profile information was presented in a more straightforward way, the buttons simply moving the delegate through the content.

Post-congress, we also created an iPad version of the stations to give the client a more portable solution to use at smaller events.

Outcome

The congress — which was a major milestone in our marketing calendar — was a total success and OSP could not have orchestrated it better. The way the team worked with us to get this result was both effortless and amazing.

Outstanding creative abilities which lead to the creation of a truly innovative booth which took a significantly different approach to that of other companies and really stood out in the exhibition hall.

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