Using tech to connect with an audience in a human way

To paint a picture of life with & without our client’s product

The brief

ERS is the world’s biggest respiratory congress drawing 20,000 attendees each year. The client’s respiratory product is a drug that extends life by an extra 2-3 years by slowing the progression of a lung disease called IPF. It helps patients to hold on to their independence while giving them more years to live their life. This was the key message to be conveyed to healthcare professionals.

Our sister agency, specialising in exhibition design, WRG has worked with this client’s brand for a few years and has gained a solid understanding of their strategy, brand positioning and sales narrative. The Moment was asked to create a completely novel way for healthcare professionals to experience and engage with the patient stories at the congress.

Our solution

We needed to show HCPs the dramatic transformation the product offered.

Joining up our scientific engagement, creative, environments and immersive teams we came up with the concept of a ‘white-out’ space that would come to life in full colour through the lens of a tablet’s camera. We built one environment physically – a normal, domestic setting but devoid of colour – and our designers and developers built a second augmented reality environment, digitally.

 

Our onsite team at the congress coached the client’s booth reps to give them the confidence and skills to ensure that the digital solution was a seamless and entertaining experience. Transporting delegates from a house that feels cold and restricting to a happy home full of memories, stories, opportunities – full of life.

The result

Hundreds of the world’s leading pulmonologists experienced our ‘AR House’ transformation – first drawn in by the unique ‘white-out’ world we’d created and then immersed in the colourful digital world hidden beneath the surface.

Visitors to the house spent an average of 5 minutes interacting with the AR content. 5 minutes without booth reps intervening is a long time in the exhibition world.

The tech encouraged delegates to spend the time developing an emotive connection with patient stories – and richer conversations with booth reps.

Our stand acted as a catalyst for a change in mindsets and sales of the product in Europe increased by 17% last year.

As well as the emotional impact on visitors to ERS, our work on this show made waves at an industry awards – winning two bronzes and a silver in 3 categories: craft, interactivity and innovation.