ASCO Oncology Congress Experience

ASCO Oncology Congress Experience


Breaking through the noise at the biggest oncology congress.

The Challenge

Our client wanted to showcase its entire oncology portfolio and position the brand as the leader in oncology, as well as creating a welcoming environment where delegates could engage with product reps and explore content.

The Solution

We built a bridge between art and science.

We put the spotlight on the product by devising an attractor like nothing seen before at congress. A moving, mechanical sculpture made up of hundreds of spheres, representing ‘T-cells’ – the target of the treatment. Then we manipulated the spheres like pixels to form living, moving waves.

We programmed the sculpture with bespoke software to create a sequence. At precise moments, the spheres settled into a recognisable shape: the campaign image.

We synchronised our sculpture with key messages animated on an LED screen backdrop. We enhanced the multi-sensory experience with theatrical sound and lighting, to create a truly spell-binding effect. All of this made our experience capable – and worthy – of winning delegates’ sustained attention.

The Result

We measured an unprecedented engagement level with;

  • 150 requests for brand-related resources
  • 8x more interactions with pipeline content compared to previous year
  • 7,907 RFID scans using the tumor-type spheres
  • 105 requests for non-promotional resources

The Unforgettable Moment

Within ten minutes of opening, we received a complaint from the congress organiser because so many people were stopping to watch that they blocked the aisle!

Create Unforgettable