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Xiidra, a Novartis brand for the treatment of dry-eye disease, has an ongoing national campaign including television and print. The campaign features the theme character “Inflammation”. Matrex was tasked by Novartis to build on this national campaign and bring it to life across all their ophthalmology and optometry annual tradeshow events. This included 8 nationwide conferences in spaces up to 11,000 sq. ft. The experience debuted at the 2021 Southeastern Council of Optometrists (SECO) and concluded at American Academy of Ophthalmology (AAOph). Strong booth and digital content design, sequential lighting, sound and projection created an experience that transformed the tradeshow environment into a “must visit” destination, unlike anything else on the tradeshow floor and gave Xiidra center stage to take on “the signs and symptoms of dry eye disease”.
Attendees were invited into an environment for business and hospitality bathed in refreshing blue tones and with overhead video imagery on transparent LED vanish tiles that created a stunning look to the space. Then disruption occurred. Digital content danced, lights flashed, sound rumbled, colors changed, and the refreshing blue environment was overtaken by a menacing red color, changing the entire look of the booth within seconds. The red takeover let all those in the booth and throughout the exhibit hall know that the signs and symptoms of dry eye disease had arrived. At our center stage, utilizing transparent screen, the holographic “Inflammation” theme character appeared floating in front of digital messaging and appeared at the control panel to create havoc within the eye with symptoms such as ache, grit, itch and burn taking over.
Then entered Xiidra, and our light sequencing transforms again to a refreshing blue color. Much to the disappointment of the pesky “Inflammation” character, Xiidra comes in to save the day by minimizing and relieving those very symptoms. What better way for attendees to learn about the advantages of prescribing Xiidra to their patients.
To build on the experience and promote social media sharing from the event, our interaction with attendees extended to a photo-op experience. Using digital LED backdrop technology over 1,400 attendees selected from three backdrop options and asked to pose for their custom photos. We injected a little fun and surprise into the end result with a “photo bomb” by the inflammation character that was only known after the photo was taken and the attendee was given their print or digital takeaway.
The experience was made complete with each attendee comfortably seated and being offered hospitality, ordered safely through the Matrex proprietary QR code-based ordering system. While their order was prepared and delivered to their table by Novartis facilitators, engagement and dwell time increased and over 6,000 attendees continued to be immersed in a Xiidra marketing environment of light, sound, video and print.
