Zeiss Iol Universe|短视频|广告营销案例【ADGuider广告指南】

蔡司 Iol 宇宙

案例简介：相关性蔡司 IOL 宇宙是一个虚拟现实装置，在哥本哈根的医疗 ESCRS 大会上用作蔡司展台的一部分。它以互动和有趣的方式向医学专家和医生介绍了各种各样的蔡司眼内晶状体，这打破了他们的期望，并将在他们的脑海中停留很长时间。观众蔡司 IOL 宇宙是为聚集在哥本哈根 ESCRS 大会上的来自世界各地的眼科专家设计的。大会的重点是白内障和屈光手术，这是蔡司眼内晶状体的应用领域。结果这个装置取得了巨大的成功: 567 人踏上了蔡司 IOL 宇宙的旅程，用他们自己的虹膜星系接受了他们的微距眼摄影。他们都对这次经历做出了积极的回应，并带着新的深入知识回家，这些知识在大会结束后很久就一直伴随着他们。事实上，安装非常成功，因此要求在拉丁美洲的私人实践中使用后续模式。 BriefWithProjectedOutcomes 所有制药通信必须创建关于当前卫生保健合规 (HCC) 法规。执行蔡司 IOL 宇宙被整合到哥本哈根 ESCRS 大会 2016 的蔡司展台中。在这四天的时间里，蔡司展台的游客可以踏上前往蔡司 IOL 宇宙的旅程。该装置使用虚拟现实让游客沉浸在一个视觉上令人惊叹的充满虹膜星系的世界中。他们不再是纯粹的产品展示，而是开始了一个互动的旅程，去发现每个虹膜星系的独特特征，以及眼内透镜如何为他们每个人提供白内障的治疗。安装的游戏化方面使得演示更加涉及。每个游客也得到了他们自己的虹膜星系的宏观照片，以提醒他们在 ESCRS 大会结束后很久的蔡司 IOL 宇宙。活动描述每一个虹膜都像一个星系一样独特和迷人。当近距离观察时，它甚至看起来像一个。这就是为什么我们创造了蔡司 IOL 宇宙，一个星系间的虚拟现实之旅，到不同的虹膜星系。在探索每个虹膜的独特特征的同时，医学专家了解了在选择治疗白内障的眼内晶状体时的需求。概要全世界 50% 的失明是由白内障引起的。近 90% 的 2000万受影响的患者可以通过实施眼内晶状体 (IOL) 治愈。眼科医生的问题是为每个病人找到合适的配镜。为此，蔡司开发了大量的眼内镜片，远超许多竞争对手。ESCRS 大会是展示蔡司产品组合和与医学专家接触的完美活动，其方式与产品本身一样具有创新性。我们的目标是为蔡司提供一种互动的交流方式，让医学专家不仅参与进来，还沉浸在蔡司 IOL 体验中。战略 ESCRS 大会是医疗专家和医疗保健制造商的主要场所。蔡司凭借其在光学设备方面无与伦比的专业知识，能够比任何其他制造商开发更多种类的眼内镜片。问题是: 像 ESCRS 这样的大会由干净和可互换的产品演示主导。我们想故意打破 ESCRS 蔡司展台参观者的期望。我们没有展示产品，而是创造了一种沉浸式和视觉上令人惊叹的体验，让医学专家在情感层面上参与进来。蔡司 IOL 使用虚拟现实的方式不仅是互动的，但有趣的，易于记忆。简要解释

蔡司 Iol 宇宙

案例简介：Relevancy The ZEISS IOL Universe is a VR installation used as part of the ZEISS booth during the medical ESCRS Congress in Copenhagen. It introduces medical experts and doctors to the large variety of ZEISS intra ocular lenses in an interactive and playful way that breaks with their expectations and will stick in their minds for a long time. Audience The ZEISS IOL Universe was designed for ophthalmology experts from around the world gathering at the ESCRS Congress in Copenhagen. The congress focuses on cataract and refractive surgery, the application field of ZEISS intra ocular lenses. Outcome The installation was a huge success: 567 people went on a journey to the ZEISS IOL universe and received their macro eye photography with their very own iris galaxy. They all responded positively to the experience and went home with new in-depth knowledge that stuck with them long after the congress had ended.In fact, the installation was such a success that a follow-up model for use in private practices in Latin America was requested. BriefWithProjectedOutcomes All pharma communication has to be created regarding the current Health Care Compliance (HCC) regulations. Execution The ZEISS IOL Universe was integrated into the ZEISS booth at ESCRS Congress 2016 in Copenhagen. Over the course of all four days, visitors of the ZEISS booth could embark on a journey to the ZEISS IOL Universe. The installation uses virtual reality to immerse visitors in a visually stunning world full of iris galaxies. Instead of a pure product presentation, they embark on an interactive journey to discover the unique features of every iris galaxy and how intra ocular lenses can provide a cure to cataract for each of them. The gamification aspects of the installation made the presentation more involving.Every visitor was also given a macro photograph of their own iris galaxy to remind them of the ZEISS IOL Universe long after the ESCRS Congress was over. CampaignDescription Every iris is as unique and fascinating as a galaxy. When viewed up close, it even looks like one.That is why we created the ZEISS IOL Universe, an intergalactic VR journey to different iris galaxies. While exploring the unique features of each iris, the medical experts learn about its demands when it comes to the choice of an intra ocular lens to cure cataract. Synopsis 50 percent of all blindness worldwide is caused by cataract. Almost 90 percent of the 20 million affected patients could be cured with the implementation of an intra ocular lens (IOL). The problem for ophthalmologist is to find the right match for each patient.For this, ZEISS has developed a large variety of intra ocular lenses that outperforms many competitors by a long shot. The ESCRS Congress was the perfect event to showcase the ZEISS product portfolio and engage with medical experts in a way that is as innovative as the products themselves. Our goal was to provide ZEISS with an interactive way of communication to get medical experts not only involved, by immerge in a ZEISS IOL experience. Strategy The ESCRS Congress is major venue for medical experts and healthcare manufacturers. With their unrivalled expertise in optical devices, ZEISS was able to develop a larger variety of intra ocular lenses than any other manufacturer. The problem: Congresses like ESCRS are dominated by clean and interchangeable product presentations. We wanted to break with expectations of the visitors of the ZEISS booth at ESCRS on purpose.Instead of presenting the products, we created an immersive and visually stunning experience that engages medical experts on an emotional level. The ZEISS IOL uses virtual reality in a way that is not only interactive, but entertaining and easy to remember. BriefExplanation