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At the 2023 BIO conference in Boston, WPP was tasked with creating an experience at BIO that disrupts the typical conference set up and differentiates GSK from their competitors.​

Based on GSK’s belief that “innovation starts when we stop to listen”, our solution was to create an interactive, physical exhibition based on a dynamic ‘data visualisation’ survey. Users were invited to share their perspectives on the future of healthcare innovation through the answering of x8 survey questions. Submitted through tablets (on the stand at BIO) and mobile phones, responses were showcased on the ‘data visualisation wall’. Due to the real time data collection, users could watch as their contributions to the innovation conversation visually manipulated the data display on the wall. ​

Overall, we deployed a well-choreographed media strategy utilising the real-time results from the survey, booth visuals, video and photography, and content captured and edited within 24 hours for GSK social channels.​

Key metrics from the successful campaign includes:​ 25M campaign impressions​; 1,745 total survey completions​; and 53% competitive share of voice​.

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