Let’s Talk Projects: Quintiles and ADP
Aug 18, 2015
We’ve been busy the past few months working on unique ways to engage audiences. Check out these two projects for Quintiles and ADP, and read about where we found inspiration to deliver success.
Quintiles— the world’s largest provider of biopharmaceutical development and commercial outsourcing services—was looking to generate qualified leads for their product development and integrated Healthcare Services divisions by elevating their position within the biopharmaceutical industry via their booth at the Develop Innovate Advance (DIA) Annual Meeting and Tradeshow.
We developed and presented three different creative concepts to the Quintiles team, ultimately deciding to create a single-player Jeopardy-style game to drive engagement with conference attendees. Based on the client’s request for multiple categories, with a large quantity of questions within each category, the Jeopardy-style game best suited the time and format for the game.
We supported Quintiles by setting up the game and equipment at the DIA show. Additionally, we trained the MC—who caught the attention of those walking by to play—and team to run the game, and remained on-site to provide technical assistance as needed.
Quintiles was able to capture lead generation information for 250+ attendees who played the game within the booth over the course of the three days of DIA 2015. The game was developed to use a leaderboard with a registration form to be completed after the game was played that would capture the lead’s name, company, e-mail address, phone number and any additional notes that the booth representative wanted to add.
Ultimately, “What the Q?” was driven by content that presented Quintiles as a thought leader and industry expert. The interactive game helped draw attention to the company in the crowded vendor space, enabling the company to reach new audiences and generate new leads.
To position themselves as much more than just a payroll service and to bring in new business partners, ADP needed to effectively introduce the ADP Marketplace – an app store that helps HR representatives easily follow the full of path of their employees. ADP, an HR provider, acts as a central hub for the multiple platforms many businesses use, ultimately making very protected data more seamless.
To best introduce the new service, we found inspiration from the classic game of Tetris. We focused on a cross section of a building with disjointed rooms, representing the many challenges that secure data often presents for HR employees. Because the ADP Marketplace makes data more connected, it provides the solutions needed to make HR representatives’ day-to-day tasks easier, which is shown as walls are knocked down and everything is brought together.
Through storyboarding, we figured out how the building needed to lay out so that the camera could fly through in a logical way. The metaphor simplified the ADP Marketplace message in an engaging way, both informing viewers on the service and driving them to learn more about partnering together.
To learn about other projects we have done, check out our Client Stories page.