Learning from the past

AstraZeneca

Brief

Our initial brief was to find a way to convey the past efficacy of vaccination in order to introduce a new method of vaccination using a needle-less syringe. This was to be an educative experience aimed at school nurses.

 

Our approach

We authentically created an old schoolroom interior where every item became a prop that a teacher (actor) could use to interact with pupils (the audience). A digital blackboard with 5 selectable lessons was controlled by the teacher. Each lesson dealt with a different subject – e.g the maths – dealing with the efficacy vaccination through a fun commentary. An accompanying school exercise book was to be filled out by pupils while following the lesson on screen using private radio headphones. Pupils filled in their exercise books with suitable answers –  both an educational and lead gathering exercise.

 

Outcomes
  • Audiences responded well to the nostalgic theme. Intrigued by not being able to hear the commentary they wanted to find out more and why participants appeared so amused.
  • The teacher was able to assist pupils helping them learn key exhibition/sales messages.
  • The stand stood out from all its competitors due to being opposite in design.
  • The exhibition organisers (Kenes) remarked that it was the most effective and popular stand they had ever seen.
  • Stand achieved its targets with a high yield of follow on interest.
  • A highly portable version using the shared digital assets was created
  • Exercise books provided evaluative feedback tools.

 

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