Ribbons Of Hope
- Multiple
- Exhibits & Trade Shows
- BioPharma
Sentimental Engagement Success.
THE CHALLENGE
An Emphasis on Emotion
Making a debut at the American Society of Clinical Oncology (ASCO) Annual Meeting, one of the world’s largest pharmaceutical companies was looking to differentiate themselves by building emotional connections with attendees around their shared purpose around patients.
The engagement also needed to be scalable, as it was to travel to several other international shows that year. This led to a greater emotional focus for the booth experience that would emphasize a patient-centric approach to the brand story and tug on the heartstrings of the clinicians.
THE SOLUTION
A Ribbon of Hope
Inspired by the notion of remembrance and the idea of couples locking padlocks on a bridge or fence to symbolize their relationship, Impact XM developed the concept of an air fountain that used dancing fabrics to visually engage attendees. Doctors were asked to write a name of a patient on a ribbon, a friend or family member they helped—and tie the ribbon onto the ring around the air fountain.
Impact XM crafted this experience around the individual patient, reminding doctors why they entered the practice in the first place. Transparent OLED screens surrounding the fountain showcased patient stories further enforcing the emotional approach. This simple and tactile interactive experience was easy for attendees to participate in while also being scalable for multiple congresses.
THE IMPACT
The overall impact exceeded everyone’s expectations for engagement and sentimental response. The interactive ribbon feature resulted in thousands of ribbons being tied around the air fountain as crowds of attendees waited their turn to share and reflect on their individual story. This well-crafted experience brought many doctors to tears and we witnessed them hugging and embracing each other while reflecting on their ribbon.
Following the debut of this in-booth experience, we observed a shift on the ASCO show floor as companies started to move towards more patient-centric narratives. Our client was so proud of their results that they created one larger “uber-ribbon” that is now on display in their headquarters.
