PARIS, WINNING HEARTS & MINDS
How we helped XDx go to Paris and be the thing most remembered.
How we helped XDx go to Paris and be the thing most remembered.
As a pioneer in the field of genomic medicine focused on cardiac transplant rejection, XDx is a regular visitor to the International Society of Heart and Lung Transplants conference. This show is a significant industry event and takes place every year in varied international locales.
Here’s how we helped XDx take center stage and get their message into the hearts and minds of visitors to the show…and how we ensured the message stayed with them on their return.
Identity
Event Graphics
Collateral
Poster Design
Illustration
Brand Strategy
Every year ISHLT members meet in a grand conference where the newest scientific and medical developments are discussed and celebrated. On one particular year that venue happened to be Paris. XDx had a specific marketing focus for this event and wanted to get it to as many people as possible. They also needed to ensure that their message would be remembered AFTER the show…. Did we mention that the show was in Paris?
Just how could we get a message about heart transplantation to stick in the minds of people effectively vacationing in Paris?
We began by coming up with four words that could be used in a series of posters all referencing the XDx marketing position. All four words would describe ways in which AlloMap is setting a new standard. Since AlloMap starts with an A, it seemed natural to choose keywords that also start with A’s for the benefit of alliteration. In the end, we chose Accessible, Adopted, Advantageous and Authorized. Each of these words became the cornerstones of individual posters.
The ISHLT show in Paris was a monumental success for XDx and AlloMap. Attendance to their special VIP event was higher than expected and foot traffic to their booth was huge. What’s more, the marketing materials designed for the event became sought after souveniers for guests who took them home after the show! This is promotional gold – a positive association AND retained advertising. The next year, medical sites that adopted AlloMap testing increased significantly.
“Adduci Studios integrated campaign really helped us get our message across in a memorable way. People were seeking us out to get our materials… what a great response!”
-Laura Ayala, Associate Marketing Manager