Company: Impact XM Dayton, NJ
Company Description: Impact XM is a global event and experiential marketing agency with nearly 50 years of experience in creating events, meetings, conferences, exhibits, environments, digital engagements, and consumer activations to connect clients’ target audiences with their brands. Impact XM has been recognized for insightful strategy, brilliant creativity, smart fulfillment, and purposeful metrics.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare – Rx
 Nomination Title: Ferring Pharmaceuticals at ASRM 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 16th, 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 82 words used.
As the brand with the largest footprint on the exhibit floor, and the primary sponsor at American Society of Reproductive Medicine (ASRM), Ferring Pharmaceuticals needed to make a significant impact at the show. Being in the reproductive medicine space, it was critical for Ferring Pharmaceutical to create a space that felt warm, immersive, and emotionally engaging. This would allow the brand to connect authentically with the audience of fertility doctors to share their latest drug which in turn would support patient health.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 206 words used.
Impact XM designed a unique booth concept that mimicked an infant’s cradle. The sloping walls and curved elements created a soft cradle effect. This design was strategically tailored to resonate emotionally with the audience of fertility doctors.
The key component of attendee journey was the “Seeds of Possibility” wall. Collaborating with creative partner, Evoke, on the concept and design of this engagement element, this interactive feature encouraged attendees to write words of inspiration, but the unexpected happened. Instead, people started writing names of patients who had impacted their careers profoundly. This unpredicted twist elevated the emotional experience, turning the booth into a tribute to the patients behind the profession.
Attendees pinned seed paper flowers, handmade locally using paper that contains wildflower seeds, to the wall, creating an impressive display. The plan is to plant these seeds in spring 2024 at Ferring Pharmaceuticals’ headquarters, symbolizing growth and potential while offering a follow up touch point for their customers via email and social media.
A central hospitality counter allowed attendees waiting in line to view the “Seeds of Possibility” wall. The strategic positioning integrated hospitality seamlessly into the overall journey while directional speakers played nature sounds, enhancing the peaceful environment, and reinforcing the serenity intended for the booth.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 153 words used.
Ferring Pharmaceuticals, in collaboration with Impact XM and Evoke, successfully transformed the traditional booth experience into an emotionally charged journey at ASRM. The unexpected emotional resonance of the “Seeds of Possibility” wall exceeded the client’s goals, leaving a lasting impression on attendees and creating a unique narrative within the fertility industry. This exhibit illustrates the power of experiential marketing to evoke emotions, engage audiences, and ultimately achieve meaningful results.
[REDACTED FOR PUBLICATION]
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 82 words used.
The Ferring Pharmaceutical team was thrilled with the results of the show stating:
“It has been a pleasure working with Impact XM and we value your partnership over the last several months to help make this year’s ASRM the very best one yet! The booth and everything looked great, and you and your team kept everything running smoothly all week long!” – Associate Director, Marketing – Reproductive Medicine & Maternal Health
Photos of the exhibit are included in our supporting files.
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