Challenge

GAZYVA had developed a new campaign called ‘This is different’, one that tried to break the emotional attachments HCPs had to the tried and trusted treatment ‘MabThera’ and get them to look closer at the differences that make GAZYVA a superior product for patients suffering from Follicular Lymphoma.

Our challenge was to bring this campaign to life at the EHA Congress in an energetic and unusual way. But with campaign called ‘This Is Different’, we had to be sure that the experience was a unique one.

Insight

Changing perceptions and the decision making processes is key to the campaign. So what if we were to fundamentally change what a pharmaceutical booth is and treat it in a way that is spectacularly different?

Solution

We created the world’s first motor show at a pharmaceutical event, that used the aesthetics, tactics and terminology used at motor shows, to highlight key performance and lifestyle benefits of GAZYVA and map them to traditional performance touch-points of a car.

Central to the experience was a life-sized wireframe of a car. The audience were asked to ‘Test drive the new standard of care’ by using iPads to activate AR story triggers on the car. For example, pointing the iPad at the tyre trigger activated a story that used the analogy of modern safety tyres to bring to life the superior safety profile of the treatment.

We wanted everything in our booth to bring the motor show concept to life. So, handouts took the form of dealership style brochures that told the story of differences in GAZYVA without the need for AR.

Role

Creative director – Leading a team of designers, artworks and developers to deliver the booth.