Philips at virtual RSNA 2020
Event Name: Philips at virtual RSNA 2020
Agency Website: www.philips.com/global
RSNA is the largest radiology congress of the year. The radiology community come together to learn, to explore the latest innovations on the market, to touch, feel and demo the products, and to hear first-hand how the sector is evolving. Due to COVID, the live event was cancelled and a virtual congress was confirmed in its place.
In a year where everyone in the world was now sitting behind computers, we knew that people were struggling with screen fatigue and therefore it was essential to create an experience that cut through all of the digital noise. We wanted to find a way to transform the traditional live touchpoints into an engaging virtual space to give visitors the same breadth and depth of content and access to experts. We wanted to achieve the same interactions, dwell times, and meeting requests as with a live event. And finally, we wanted to create an experience that would differentiate Philips from our competitors and help us stand out from the crowd.
The Solution and Activation
We knew that a traditional website with a series of webinars wasn’t going to deliver a compelling experience. We wanted to try something far more innovative, something that had a realistic feel, giving visitors a sense of space. Inspired by the 3D worlds within the gaming industry, we decided to trial a new virtual platform.
We developed an immersive 3D space where visitors were able to self-navigate around the Philips world. They were first welcomed into a stand lobby by a pre-filmed host who set the scene, explained how to navigate around the space and guided them towards the different elements and highlights. There were 9 rooms to visit and experience Philips radiology solutions.
Visitors were treated to a mix of content formats, to cater to diverse preferences, and to replicate the sort of interactions that normally occur at the face-to-face event. This included live and pre-recorded demonstrations and webinars, interactive content, and many experiences including a Radiology Escape Room. We even had a ‘secret room,’ which was accessible by invitation only, where people were given a glimpse at future developments. Visitors could request a meeting and live demonstrations were streamed from our Customer Experience Centre during the show days. This gave delegates the opportunity to connect with Philips, just as they would at a live show.
This was an ambitious project from the outset given that nothing already existed in Philips in terms of the platform or the content. The project required diverse skill sets across multiple disciplines: tech know-how to build the 3D space, space design, stories and scripting, filming the content, editing and producing creative content, producing 3D files of all products, filming product demos and producing a full program of webinars. The team consisted of Philips internal teams, including design, IT, strategy, global events and all of the individual product business stakeholders, with support from a number of creative, experience, technical and design agencies.
This cross-function, intra-agency team collaboration is what was so special about the project. It essentially became a case study on how to break-down silos and align very diverse teams with one tangible, common goal. Together, everyone needed to learn and adapt as we ventured into this new and unknown territory. Because this 3D immersive environment was new, it meant the execution had to walk the fine line between ensuring it was technically viable and at the same time creating a truly unforgettable experience for visitors.
This solution in real life did exactly as anticipated and was quite unlike anything anyone had seen in the virtual exhibition world before. There was a huge amount of content:
– 9 rooms showcasing the complete Philips radiology portfolio
– Pre-filmed digital hosts in each room welcoming visitors
– 3D renderings of products, with hotspots to activate content
– ‘Must see’ innovations in every room
– A selection of ‘What’s new’ newsroom style TV programs
– 27 extended product demos and 32 short demos
– A program of 6 live webinars
– Experiences to play and have fun with
– Just as in real life, visitors had 360° in which to navigate.
The event was a phenomenal success and exceeded expectations and KPIs. In some instances, the results surpassed those achieved in previous years at the live congresses. With the new 3D platform and virtual event learnings, Philips continues to produce content that can be repurposed and used for both prospects and customers, which could be delivered in virtual, hybrid or live event formats. Here are some of the key RSNA event results:
• More than 34,000 visits to the landing page with over 3 minutes of average time spent on the page
• Our webinars surpassed our KPIs with 3,205 registrations, an attendee conversion rate of 63%, an average dwell time of 76%, and a marketing opt-in rate of 49%. Well above the benchmarks.
• There were 400 meetings and demos scheduled linked to almost 70 million Euro in sales opportunities.
• Our international markets beat their goal of meetings and demos by 24%.
• The virtual booth exceeded the goal of visits by almost 2,000 and almost tripled our expected average time spent in the booth.
• Our social experts hit almost all their targets, bringing in about 2 million paid impressions and an additional 20,000 organic impressions.
• Philips was involved in 18 press releases, surpassing the goal by almost 30%. The team almost doubled their targets for article coverage across the globe.