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ASH
At ASH 2023, we helped Syndax’s debut booth stand out with its dynamic, interactive displays – including an animated mode-of-action video – and touchscreen TVs, effectively capturing the attention of a whole range of attendees.
Background
Syndax was among the many industry experts planning to attend The ASH annual meeting and exposition in 2023. ASH is known in the industry as the world’s most comprehensive haematology event of the year. To make the most of their presence at this event, it was crucial to produce eye-catching informative visuals for their booth.
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problem
ASH is well-known for exhibition halls packed with innovative booth designs funded by multi-million-dollar household names. It was therefore our challenge to creatively and digitally elevate the information displayed on Syndax’ first booth appearance. They needed to ensure they could entice visitors to their booths and not get lost in the crowd.
A natural first step was to sit down in discussion with the client, hear their initial ideas, and identify any gaps in their early plans.
Solution
Proposed solutions:
iPads/Central hub – An amalgamation of the booth content can be stored in a central hub experience, housed on the iPads situated at the side of the booth.
TV screens – Opted for touchscreen TV screens, the added interactivity would increase engagement, and intrigue, providing a more streamlined experience for the user – the proposal of analytics to see which information people interacted with most.
Signage – The client had expressed an interest in utilising multiple printed items, each containing unique QR codes. To be more eco-friendly and reduce visitor confusion, we suggested minimising these items, and instead distribute this information across a range of digital platforms.
Takeaway information – Proposed floor vinyl stickers containing QR codes that will direct you to a hub containing all information.
Booth presentation – Conceptualised a combination of mediums, including printed fabric, interactive touchscreens, and animated video.
Mode-of-Action – Visualising their written mode of action into both an impactful animation loop, and an illustrative static version to be viewed on the touchscreens for easier digestion at the user’s own pace. This static version can also be printed on a large-scale fabric and placed next to the animated version.
Chosen solutions:
– An animated MoA video looping on a TV screen
– x2 annotated MoA graphics printed on fabric, to be hung on the wall of the booth
– x2 Touchscreen TVs containing important publication and pipeline information
– Table Tent cards with scannable QR codes for mobile use
– An iPad experience that acts as a central hub, containing all of the information stored across the collection of booth items.
Outcome
Reception and feedback for the event was overwhelmingly positive, the vibrant and eye-catching visuals attracted visitors to the booth, and this footfall resulted in great engagement with the interactive content on offer.
This feedback compounds the fact that we achieved our goal of aiding Syndax in achieving a highly successful first appearance at ASH 2023. The client loved collaborating with us on this project and was extremely appreciative of the creativity and resourcefulness we brought to discussions, and look forward to doing so again at their next booth event.
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