Pharmaceutical
leader AstraZeneca needed an impactful trade show experience to
highlight their medical advances. Partnering with Visual Alchemy, the
team at Balance did just that by creating a showstopping application
to help the brand educate medical professionals. Working through many
layers of complex medical data to ensure the most accurate
representation of the product was depicted, Balance created the BiomARker in Oncology application. The immersive app
gives attendees detailed information about four different cancer
therapies AstraZeneca targets. From design to providing live support
during the event, the team worked tirelessly to ensure a
state-of-the-art guest and trade show experience.
Using a provided
iPad, visitors activate the experience using an image on the booth
wall. Upon activation, the image comes to life and a woman appears on
the screen as a photo-real, 3D model with transparent anatomy. Each
organ related to the presentation animates as a highlighted navigation path – lungs
for non-small cell lung cancer, breasts for breast cancer,
bladder/uterus for urothelial carcinoma, and ovaries/uterus for ovarian cancer.
Users tap on each of the four organ pathways and are transported inside the
organ to view the cancerous tumor present in the areas they are
exploring. Incredible photo-real animations, interactive graphics, and
on-screen text guides the user through exploring the associated tests,
diagnostic information, and test results. If a trade
show booth representative is asked questions they may not know, they
can turn on the secret Rep Mode and jump to specific areas for
information within each pathway.
The app utilizes Balances' proprietary analytics platform, illumine™, to track each
tap, which provides analytics that show how the app is being used by
both booth representatives and visitors. These quantifiable metrics, and
a larger crowd than the company has ever experienced at an event,
provided the the team with the feedback they were hoping for: a highly successful and well-attended trade show exhibit.