WHEN BECTON DICKINSON NEEDED A PRE-LAUNCH, UNBRANDED EXPERIENCE TO HYPE CATEGORY AWARENESS AROUND THEIR UPCOMING CONNECTED DIGITAL INSULIN DELIVERY SYSTEM THE CHALLENGE CAME DOWN TO "HOW DO YOU TALK ABOUT THE PRODUCT WITHOUT TALKING ABOUT THE PRODUCT?"
THE SOLUTION WAS TO TURN THE CONVERSATION AROUND, AND ASK CONVENTION GOERS WHAT FEATURES THEY WOULD MOST LIKE TO SEE IN SUCH A DEVICE.
THE BOOTH FEATURED A 100+ INCH TOUCHSCREEN EXPERIENCE WHICH ASKED USERS TO VOTE ON THEIR TOP-3 DESIRED FEATURES IN A CONNECTED INSULIN DELIVERY DEVICE. 
THE BACKGROUND COLOR OF THE DIGITAL EXPERIENCE SLOWLY CHANGED OVER THE COURSE OF SEVERAL MINUTES TO CREATE AN "EYE CANDY" EFFECT TO DRAW IN PASSERS-BY.
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