Pfizer Oncology wanted to help global and local teams shift from a brand-led to a customer-led approach to marketing. During their International Developed Markets Plan of Action meeting in Berlin, we used our human-centered design framework to create an experience that would “show, not tell” 450 attendees the value of insight-driven personalized audience engagement.
The insights we gathered helped to influence the audience experience ahead of arriving in Berlin. For instance, we captured attendees’ preferences for how they would spend their free time around the meeting and sent personalized content depending on their responses. We provided a welcome pack containing items we had identified as useful from the personas and employee journeys developed in the planning stage.
We also designed a powerful approach to tracking attendee’s positive sentiments using “Berlindex” – our campaign concept that asked participants to value their experience. Throughout the meeting, we displayed Berlindex values based on our monetary scoring system. The scoring showed us the points during congress the attendees valued the most and we displayed the rise and fall of the Berlindex value as the meeting progressed.
The defining moment of our campaign came during the ICEM workshop, where the team revealed they’d been behind the Berlindex experience, which had provided the audience with a real-life example of their engagement model. It demonstrated how impactful it is to develop personalised, compelling content and the importance of measuring engagement. The workshop was received as a breath of fresh air as it took a storytelling, highly visual approach compared to the rest of the two days.
