WCD – Milan
Pharmaceutical company, UCB wanted to leave a lasting impression on delegates when they exhibited at WCD in Milan. With bright colours, clean angles and an open floor plan (nothing to do with the huge walk-through LED cube), they certainly did that!
To help visitors understand the product better, the decision was made to take delegates on a patient journey of their symptoms and treatment. Large 80″ touch screens were setup to display videos of the ‘patient(s)’ walking into view and engaging with passers by. Waving and calling them over to begin the journey.
A series of illuminated floor tiles would guide the delegate onto the booth, each giving them some key information as they stepped on each tile. The trail ends in-front of the touch screen. The last tile in the sequence to be stepped on triggered a video to play on the screen. Here, the user could explore the product displayed on a series of videos that the user was able to scroll through.