PROJECT National Sales Virtual Conference | CLIENT Pharmaceutical | SERVICES Creative × Production
One of SenovvA Canada’s longest-standing clients is also one of the world’s leading companies in biotechnology. The company deeply roots itself in science and innovation in order to transform new discoveries into new methods to help patients with serious illnesses. Embracing this core value of innovation, we were approached to transform their week-long in-person national sales conference into a memorable virtual event for the first time ever.
Our challenge was to create an event that not only prepared and trained their staff on product strategies, but also motivated, energized and engaged their team in the same way it would, had it been held in person.
In any great meeting, content is king. In a conference such as this, having a creative foundation that works as a through-line between all events and meetings is paramount to effectively delivering the strategy and messaging. In the virtual setting, we needed to take a different approach to the creative.
We reverse engineered the meeting by developing an agenda that best fit the digital environment. From there, we layered on the creative to augment the event program so that all of the typical meetings, breakouts and training sessions, were umbrellaed under the creative foundation of digital transformation, centred around the theme of “Owning Our Future.”
Our unique approach to a digital-focused creative was to purposefully choose to celebrate the human side to innovation. We incorporated a host from a studio, to create a live, television-style broadcast. They helped kick-off the meeting and bookended each day of the event. This allowed us to create a home base for the participants to gather every day. The host’s content also helped reinforce the message and creative approach.
With any in-person event, there are usually great social activities and interactions. Whether it is a coffee break, a reception/hospitality suite, or a group dinner, there is always time to network with colleagues. To allow for this interaction in the virtual world, we created online social events. The activities ranged from mixology classes to chef-level dinner tutorials to fitness classes. To energize, motivate, and engage, we also filmed medical professionals, colleagues, and patients to have them tell their stories of how they overcame the healthcare challenges in the COVID era.
The event wrapped up with a company-wide team building event that fortified the messages that the leadership team outlined in the opening session. It created a final moment of fun and engagement before sending the team on their way to own their future.
