Pfizer

Celebrating success and planning for a post-COVID future

How do you bring people together to inspire, celebrate and prepare for the future? By creating a series of interactive experiences that contextualised key themes, where leaders could recount their own personal experiences, grounding content with a human touch.

Industry

Pharma

Location

Global

Involvement

Digital strategy

Branding

UX / UI design

3D Design

Video production, streaming and animation

Web development

The brief

Overview

Their 42 manufacturing sites globally, which support Pfizer Biopharmaceuticals Group, provide hundreds of different medicines and vaccines to patients in more than 125 countries – something that has had a huge impact during the COVID-19 pandemic.

Being such a critical part of the organisation, communicating the PSG 2025 vision to key leadership was a high priority to ensure future success.

The need

Emerging from a two year hiatus, Pfizer’s annual leadership meeting for the Global Supply Chain was an event where they shared their 2025 Vision for the EMEA.

They were looking for support in providing an engaging out-of-the-ordinary experience that stands out from the usual webinars and counteracted Zoom fatigue from a year’s worth of lockdown, where they could educate and inform their leaders.

Our challenge

It was time to break the norm and provide something that was different from what they had become accustomed to – it was clear that people were looking for more than just another webinar.

Our aim was to create an experience that over-delivered, something that provided more information and resources… something that allowed people to connect with the content on a personal level.

The concept

We aimed at providing an experience that felt better than your usual physical event at a hotel. We wanted the audience to feel impressed on arrival, keen to learn more and confident that their ideas and opinions were very much part of the outcome. We took the event’s five key themes and used them to lead the user through the the experience, using profiling tactics to gage and evaluate the perceptions and opinion on the content and inform the client as to how they altered as the event’s content was consumed.

Personalisation

An important part of the project was to leverage audience feedback throughout the three day event. To capture this, we released time-sensitive questions for the users to answer allowing Pfizer to measure the level of understanding and affinity to the 5 key pillars of the 2025 Vision. To accompany this, we enabled users to be able to recount their own stories of the key pillars in action, where others could like and contribute too.

Content engagement

Av. attendance

Av. user rating

The results

Users were able to pick and choose joining sessions; the high average attendance combined with the average number of sessions culminated in it being one of our most successful events in terms of our scoring criteria (9.75/10). The client-agency relationship was a perfect blend of autonomy and collaboration enabling us to pursue the user-driven personalised approach to content surfacing.

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We had a level of co-operation which was trust-based, friendly, tireless and impeccable in the outcome! Not only was this true for the stakeholder team who worked side by side with Tiny Spark, but also for the event guests who were utterly surprised with how good the site was, the level of professionalism and care for the detail.

Senior Director

A long-term relationship

We have been working with Pfizer now for five years, providing them their teams with immersive and engaging environments to meet and collaborate in a playful yet informative way…