Luzsana at ASCO
- Trade Show
Crafted to build disruption
Build buzz, be disruptive
Luzsana Biotechnology targeted ASCO 2022 to introduce their new company and new brand message, #DareToHumancare, to a global audience of HCPs. As a self-described “startup like no other”, it was imperative the environment and experience were as unique and disruptive as the company itself.
A brand truth told through transparency
Luzsana’s story is just beginning and ASCO offered an opportunity to invite HCPs to be a part of writing it. With that in mind, Impact XM developed a concept called “Under Construction” that reinforced this point while also demonstrating the brand’s commitment to building something special overtime.
The brand environment was brought to life as a construction site complete with scaffolding, plywood, construction props, and variety of raw materials like wood, steel, and corrugated metal. It even had a construction site catering truck serving up gelatos to further entice guests into the space.
The intentionally unfinished design easily stood out from the clutter of competition and served as a perfect jumping off point for Luzsana representatives to tell their story about building a brighter future.
Although the Luzsana exhibit was in the far back corner of the show hall, word of mouth began to create intrigue amongst attendees. According to our client’s conversations with attendees, the unexpected design and experience became a draw that drove them to the booth.