Exhibits : Abraxis
“Abraxis is a fairly new company in the pharma industry compared to industry veterans, Merck, Sanofi Aventis, Genentech and many others. At ASCO 2007, Sparks helped Abraxis solidify the attendees' perception of the Abraxis position in the pharma industry as a legitimate player, fast tracking their way to a leadership position.”
| Show: | ASCO 2007 |
|---|---|
| Location: | McCormick Place, Chicago IL |
| Challenge: | Design, build and install an exhibit that tells the Abraxis Oncology brand story, is flexible enough to be modified for future product launches and establishes credibility and confidence among investors. |
| Solution: | Sparks inverted the branding hierarchy in order to establish the product story as the dominant theme and the brand story as a secondary, background element. The current exhibit was modified and refurbished, incorporating elements with softer lines, theatrical lighting and interactivity to reinforce the gentler, more "human" message required by the product story. Rental properties were blended with purchased, custom properties to reduce cost. |
| Performance: | The result is an effective exhibit that looks completely different from the original booth it was founded on, which exemplifies the product story and which was executed for 70% less than the cost of a new build would have been for Abraxis. |
