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Objectives:
Direct traffic to Gleevec/Novartis Pharmaceutical booth at the American Society of Clinical Oncology Annual Convention. Dedicated team to answer Gleevec booth related questions, and provide a fun and interactive experience for convention attendees.
Elements:
One branded Segway Team of four and one Scooter Squad Team of three covered the front entrance of the Hyatt McCormick Place hotel, McCormick Place Convention Center, the transition between the West and East Building entrances, Michigan Avenue, Rush Street and various hotels and restaurants for 10 hours daily. The Segway and Scooter Teams were accompanied by Taxi Cab and Airport banner advertising.
Results:
Generated 150,000+ impressions from attending convention doctors. Client estimated that there was a 10% increase in booth traffic from the previous year.
Client Impression:
Timing : Weekly
Client : NOVARTIS PHARMACEUTICALS
Market : McCormick Place, Chicago, Illinois
Experience : Strategy & Campaign Development, Tours, Guerrilla, Mobile