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SMO
GlaxoSmithKline - "Experientialize" Flonase
Designed as a walk through the allergic experience, I led a creative team in the development of a mobile touring exhibit and strategically determined at which sports events it would be showcased to meet our foot traffic goals. I wrote, lead ideation, focus-group tested and strategically planned this allergy product experience, with a goal to visit over a dozen major markets in a year. Interactive, entertaining, and truly empathetic, this experience began with an exploration of "triggers" - something allergy sufferers are quite familiar with and do their utmost to avoid...
I planned a transparent structure to have a theme park feel, encasing a major allergy offender -- pollen-producing trees and wind. The experience had four major zones -- Allergens, Inflammation, Treatment and Relief -- to tell the Flonase story. Visitors left with a coupon to cover any out-of-pocket expense in trying the now blockbuster GSK product.
Near the end of the experience and just about the time that the power of suggestion brings on their own feelings of an allergic attack, guests encountered a soothing, calming experience -- designed to mirror the product's effect in the "Treatment Zone."
In the "Inflammation Zone," guests could see and interact with the inner workings of the nose, nasal cavity, sinuses and other rhino-related components when suffering from the infiltration of a havoc-wrecking allergen.
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