Ferring Pharmaceuticals at ASRM
- New Orleans
- Exhibits & Trade Shows
Cultivating Emotional Engagement
Reach, Teach, Inspire
Ferring Pharmaceuticals, a key player in the pharmaceutical industry, sought to make a significant impact at ASRM, being the largest booth space and primary sponsor. Their challenge was to create an exhibit experience that felt not only warm and immersive but also emotionally engaging, particularly targeting their audience of fertility doctors.
An Emotional Engagement
Impact XM designed a unique booth concept that mimicked a cradle. The sloping walls and curves created a cradle effect, symbolizing the cradle of life. This design was strategically tailored to resonate emotionally with the fertility doctor audience.
The key component of attendee journey was the “Seeds of Possibility” wall. Collaborating with creative partner, Evoke, on the concept and design of this engagement element, this interactive feature encouraged attendees to write words of inspiration, but the unexpected happened. Instead, people started writing names of patients who had impacted their careers profoundly. This unexpected twist elevated the emotional experience, turning the booth into a tribute to the individuals behind the profession.
Attendees pinned seed paper flowers, handmade locally using paper that contains wildflower seeds, to the wall, creating an impressive display. The plan is to plant these seeds in spring 2024 at Ferring Pharmaceuticals’ headquarters, symbolizing growth and potential while offering a follow up touch point for their customers via email or social media.
A central hospitality counter allowed attendees waiting in line to view the “Seeds of Possibility” wall. The strategic positioning integrated hospitality seamlessly into the overall journey while directional speakers played nature sounds, enhancing the peaceful environment, and reinforcing the serenity intended for the booth.
Ferring Pharmaceuticals, in collaboration with Impact XM and Evoke, successfully transformed the traditional booth experience into an emotionally charged journey at ASRM. The unexpected emotional resonance of the “Seeds of Possibility” wall not only met the client’s goals but also exceeded them, leaving a lasting impression on attendees and creating a unique narrative within the fertility industry. This case study illustrates the power of experiential marketing to evoke emotions, engage audiences, and ultimately achieve meaningful results.
Seed Data: The “Seeds of Possibility” wall garnered more than 360 unique engagements
Dwell Time: Attendees spent a total of 24 hours engaging with the exhibit over the three-day show.
Hospitality: The hospitality counter served 1200 coffees and 900 beignets, with an average waiting time of 10 minutes for each attendee.
Medical Affairs Traffic: The booth attracted 50 badge scans from medical affairs personnel.
Overall Attendance: There were 680 badge scans, capturing the attention of 13.1% of the overall attendees.