McCann Torre Lazur (USA)
Project Title: Know OINV
Client or Class Name: Daiichi Sankyo inc. - www.daiichisankyo.com
Our goal was to create an engaging convention booth that would accomplish 2 important objectives:
1. To make it clear that Opioid-Induced Nausea and Vomiting (OINV) is more prevalent, severe, and unpredictable than health care professionals (HCPs) currently realize.
2. To introduce the acronym OINV to our targeted HCPs.
We took a very untraditional approach to ensure success. In an effort to increase awareness around the deleterious impact OINV has on patients’ recoveries, we recreated 2 familiar at-home recovery scenes—a bathroom complete with a toilet and tile floor and a comfortable living room area adorned with a cozy couch, end table, and stomach-settling ginger ale and crackers. By placing these scenes directly in our convention booth, we were able to create an intriguing and uncommon approach that not only generated traffic, but also promoted an experiential way to get our messages across.
The second objective was a challenge because we had to introduce an unfamiliar acronym to our audience. Playing off the idea that the prevalence, severity, and unpredictability of OINV was unknown to most, the name of our booth was born— “OINeVer knew.” This clever moniker started to get that acronym into our HCP’s lexicon, while the name of the booth piqued interest, ultimately generating foot traffic.
In the end, we created a booth that would act as a breath of fresh air (no pun intended) for all the HCPs attending each convention.
Chief Creative Officer:
Associate Creative Director, Copy:
Ying Ying Wong
Senior Art Director:
VP Account Group Supervisor :
Senior Account Executive:
EVP Managing Director :