GSK 'This is not a coffee bar'
GSK was holding talks on the future of respiratory at their symposium in Madrid. However, they had to fight for doctors’ attention with over 175 other stands. When we spoke to the client, they let slip that many of the delegates came to their stand because the coffee was so good!
So we turned the coffee bar from a place to quickly grab a flat white and leave - into an integral part of the symposium. A dynamic place for them to stay and watch the talks and exchange ideas.
We provoked their interest with huge headlines that read ‘This is not just a coffee bar - it’s a place to meet and watch the talks’ and ‘This is not a coffee queue - it’s a chance to chat with the person next to you.”
To celebrate their 50th anniversary at the same time, we used imagery from their archive to tell stories that showed how GSK people come together to innovate. Sometimes over a coffee.
The symposium had the highest footfall of the whole stand with over 11,000 people coming together to find new ways to help the world live and breathe better.
Winner ‘Best stand at ERS’.