Pfizer Customer Experience
Pfizer Oncology wanted to help global and local teams shift from a brand-led to a customer insight-led approach to marketing. We helped them show the value of a customer-led approach ahead of their International Developed Markets Plan of Action meeting in Berlin.
City Guides
Before the conference, we reached out to attendees and asked what they wanted to do in their free time while they were in Berlin. Then we surprised them with personalized digital packs full of suggestions and content tailored to their interests.
We used a human-centered design approach to craft the whole meeting experience around this idea to show attendees firsthand what insight-driven, personalized engagement actually looks like in action. Instead of just talking about personalization, we let them experience it.
Click on each guide to read the suggested activities.
Berlindex
We designed a powerful approach to tracking attendee’s responses using “Berlindex” – our campaign concept that asked participants to value their experiences. During the conference, we displayed Berlindex values based on our monetary scoring system. Session facilitators, leaders, and environmental assets (e.g., QR codes, screens) encouraged attendee participation using Glisser, an audience engagement software. The scoring showed the activities attendees valued the most, and we displayed the rise and fall of the Berlindex value as the meeting progressed.
