This Medical Device Company, leader in their sector, was preparing to launch two new products. They were working intensely on a face-to-face pre-launch event in Barcelona organised for their marketing community.
Due to the pandemic and subsequent travel restrictions, they decided to partner with MCI Geneva to explore digital solutions that would allow them to continue with the launch rollout plan.
The client and the MCI team envisioned an alternative to the face-to-face event that could create a memorable experience for their audience beyond a webcast or live streaming.
The magic that makes an experience stick lies not in efficiency or extra features, but in the ability to connect to the audience’s emotions. To make the marketing community relate to the product and feel connected, the med device leader and our team considered the human component – how they could bring value to the attendees and make them feel special while going virtual.
The answer was an immersive VR experience based on the new products. Through a headset, the VR technology transported attendees to two incredible seaside journeys where they could understand the target consumer and feel the benefits of using the company’s latest products – without leaving their homes.
To guarantee the success of the event, MCI Geneva created a bespoke VR Box to be received by each country equipped with a VR headset and all the material necessary for the product launch deployment.
The results offered a glimpse into a new reality for brands, retailers and consumers.
Thanks to the VR headsets, the immersive experience can be deployed in different locations, such as launch events for health care professionals and in-stores for consumers. The audience can walk through realistic virtual store models, get a better understanding of the products’ technical aspects and then get immersed into a real-world adventure personifying the target consumer.