PEBBLE STUDIOS

SCIEX IMMORTAL AWARDS SUBMISSION

THE CHALLENGE

After 50 years of revolutionizing the mass spectrometry field, SCIEX reached out to Pebble Studios to discuss how best to capture and share their past and future in the lead up to, and at The Annual Society for Mass Spectrometry Conference (ASMS).

They needed content to get their followers, customers and fellow scientists excited about their new ground-breaking products and key technologies that differentiated them from their competitors, and positioned them as leaders, all being unveiled at ASMS 2019.

The ASMS 3-day conference is the primary global platform for all mass spectrometry professionals to attend, discuss their work and view the leading innovative tech within the field. It sees 2000- 3000 people passing through each event space every night. Needless to say, it is the biggest and pivotal event of the year for SCIEX and Mass Spectrometry.

THE SOLUTION

Knowing that we had to have a 360 holistic approach to SCIEX’ content. We made sure that all elements integrated together into a big-picture narrative around quantitation and positioning SCIEX as the leader in the market.

In the lead up to ASMS we wanted to create content that would excite and tease the audience, creating buzz around SCIEX’ event space and new product launches. With SCIEX’ audience being highly educated, and understanding their product choices, we noted that they rarely got spoken to in an ‘outside of the lab’ manner. We developed an original 5- episode short-form documentary series. Showcasing the compelling story of innovation in Liquid Chromatography-Mass Spectrometry, spoken by the pioneers who revolutionised the quantitative analysis industry, changing the audience’s perceptions of SCIEX. We gave them a peek behind the curtains, but with the ability to control the narrative and getting them excited for what's next in their field.

Once the documentary had garnered the attention of the scientist enough to get them to the SCIEX event space, we needed to educate the audience about the quality, potential and importance of SCIEX’ new technology. We wanted to create an experience that would stay in the memory and inspire conversation to ultimately drive sales for the business at this vital event.

We set about developing an experiential campaign that delivered so much more than just content and fancy screen visuals for SCIEX. We wanted to engage the audience in the world of SCIEX and its new products through a suite of high production value, interactive and immersive experiences that had never been seen before at a science event!

To achieve this, we utilized all of Pebble Studios capabilities from strategic development through to delivery, creating a mind-blowing, cinematic, 3 minute 3D product animation, an immersive VR experience and a challenging Augmented Reality game that drew in the crowds at the event.

The 3D animation showcased the pioneering ECHO MS technology. The cinematic experience was shown in a private twenty seat innovation suite, where we projected the 4K animation on to a 9' x 16' screen. In order to be fully immersive and not rely only on visuals, we heightened the engagement levels by having each participant wear Bluetooth headphones, so they were truly engaged in the experience.

To build excitement around the new Scanning SWATH Acquisition technology being announced at the conference, we created a VR experience that immersed the users for 3 minutes whilst they experienced the ultimate dataset in 360-degree virtual reality through a unique blend of science, technology and entertainment.

To keep the attendees entertained whilst they waited to experience the immersive tech suites, we created an interactive AR App, triggered by a plinth and giveaway where attendees played a game in order to obtain a numerical “code”. The code was linked to a number with significance to SCIEX and their new product launch.

The giveaway AR Marker triggered a 3D model of SCIEX’ new ECHO MS product. Meaning that the consumer could take the giveaway home and to the office and be able to look in detail at the new tech.

RESULTS

Over the whole campaign, we delivered wow- factor experiences to SCIEX’ audience, whilst conveying that innovation runs at the core of everything they do. Resulting in 2.4K immersive experiences, 120% lift in generated leads, 320K clicks and 1.1M impression for the documentary!

CONTENT

VR: https://youtu.be/zaGcoWv_GQI

3D Animation: https://youtu.be/j-qz25tkSOQ

Documentary:

• Episode 1: https://www.youtube.com/watch?v=tSV8hTjjV7U

• Episode 2: https://www.youtube.com/watch?v=9r3YAHz6054&t=1s

• Episode 3: https://www.youtube.com/watch?v=z0KjYWYGnkA&t=25s

• Episode 4: https://www.youtube.com/watch?v=uQUbLHOFi9I

• Episode 5: https://www.youtube.com/watch?v=pwsucv46uvw