To design and create a highly impactful, memorable and interactive customer experience that would attract all attending physicians to the client’s booth, maximise on-booth delegate retention, prove ROI and promote the client’s product as the treatment of choice.
As the client was promoting a rare disease mature product with limited new data, it was vital that we developed a booth that stood out against competitors and strengthened the perception of the product. An ‘all hands meeting’ followed an initial briefing session, where we discussed and agreed on the key scientific messages and their hierarchy, key booth requirements, the brand look and feel, and the percentage split of content brand and product across the booth.
At OSP, we were aware that we needed to develop a story flow that would integrate all key messages and the company’s current ‘It’s TIME’ marketing campaign into one brave (but compliant!) customer experience. After thrashing out several ideas, it was agreed that the most effective way to demonstrate a complex storyline is to create a ‘journey/pathway’. Could this work for displaying the client’s MoA? To get people to stand and watch an MoA is an almost impossible feat in a congress environment but immersive experiences have been proven to encourage delegate participation. We pitched our ideas and it seemed the client was ready to be bold — OSP was to produce a six-minute through the-body MoA movie shown in a flight simulator using a combination of 3D live action and cutting-edge computer graphics, all carefully synchronised to the motion and housed on a 160sqm exhibition booth.
The animation would rely on the audience believing they had been shrunk down and were travelling through the human body, so the journey needed to be one continuous single point-of-view sequence with no cuts in the action. The starting point was 250 hand drawn story board frames and a working script. With multiple animators working on difference scenes, it was imperative that all scenes were tightly coordinated to be consistent in perspective, pace and camera angle as well as in lighting and texture. Bespoke composed music — that gave the sense of a big budget adventure — and sound effects were mixed in 5.1.
The booth that housed the truck-borne motion simulator (that we drove across Europe to the congress) was designed to be completely different to its competitors. Bold, bright colours meant that, at first glance, the branding would be less clinical than seen elsewhere in the congress hall (once on the booth there would be specific scientific and clinical areas). The structure and order of messaging would follow a clear journey that delegates would be encouraged to follow. Product logos were visible at all heights with the branded moving aspect of the booth to occupy the ‘golden space’ between the top of competitor static booth structures and below overhead rigged banners. We utilised the booth staff as part of the experience — including professionally trained sales representatives, general booth hostesses dressed as flight attendants (fitting with the ‘TIME capsule’ flight elements), and ushers at the entrance of the capsule dressed in surgical scrubs to assist delegates.
We purposely designed a ‘Disney’ style queuing system to give the client the opportunity to engage with delegates whilst they waited and to create the ‘magpie effect’ — the more people in the line, the more curiosity would increase in the hall.
OSP’s amazingly creative and dedicated team helped us deliver an incredible 3D simulator experience. Well planned and stunningly executed, the 3D simulator ride proved that you can combine medical education with a dash of experiential fun!
An estimated 2,300 attendees participated in the simulator experience and proved to be eight to ten times more effective than the average eight-minute rep visit.