Wyeth is a global leader in prescription pharmaceuticals,
non-prescription consumer health care products, and animal health care
products. With research and development programs focused on small molecules,
vaccines, and biotechnology, Wyeth is exploring more than 60 new
therapies for medical conditions such as diabetes, breast cancer,
multiple sclerosis, HIV, Alzheimer's disease, and schizophrenia.
The Situation
Wyeth was developing an event at a Baltimore, Maryland location for
their Women's Health Care and National Sales meeting. The purpose of
this event was to join the sales team together to an effort to re-launch
the sales of certain prescription drugs and health care products
Client Needs
In order to pump up the enthusiasm and excitement for the
re-launch of these products and to send the sales force out with the
most potential possible, Wyeth wanted to create a certain air of energy
and an atmosphere of empowerment throughout the meeting.
It was also
imperative to surround the attendees with the colors, logos and images
of the drug brand and its marketing devices.
Various video sources needed to be shown to the 200 attendees,
as well as PowerPoint graphics.
The presenters needed to have full flexibility to speak and
present from any area of the room as well as view their presentation
materials while facing the audience.
The IMS Solution
Computer-Assisted Event Planning
To make the coordination between Wyeth
and IMS even more streamlined, a digital rendering of Wyeth' ideas was
created using the computerized software program WYSIWYG (What You See Is
What You Get) allowing both the producers and project managers the
opportunity to see a three-dimensional detailed and accurate visual
representation of what the entire room would look like, complete with
audience, presenters and stage lighting.
Staging / Lighting Design
IMS designed a customized set and stage in which all the
elements of scenic, lighting, and video were integrated into a single,
seamless backdrop.
A 9 by 12 foot screen was suspended from and
surrounded by aluminum truss pieces which were lit internally by LED
ColorBlast units. Incorporated into the set were 2 sets of 6 plexiglass
cubes stacked in a step fashion on either side of the stage. These
cubes were capable of being lit from behind by 12 computer-controlled
conventional Source 4 Leko fixtures. This allowed each cube to display
endless variations of changing colors derived from the product logo.
Thousands of color variations were also available on the set
itself thanks to 6 LED ColorBlast units placed at intervals along the
stage. This provided dramatic uplighting effects on the black backdrop.
To further customize the event, IMS gathered the various
Wyeth company logos and fashioned glass gobos which could be used in
both conventional and intelligent light fixtures. Moving light units
enabled these logo designs to fly across the walls and ceilings of the
venue; creating an active and powerful all-surrounding atmosphere.
Video
Data and video projection was provided by a 5200 Lumen Sanyo LCD
projector placed backstage and shoot onto a rear-screen 9 by 12 foot
truss screen.
Video source switching was done with a Folsum ScreenPro
and included PowerPoint, computer-driven video and Beta video playback.
Audio
Rounding out this high-energy atmosphere was a 6-piece Clair
Brothers sound system; including subwoofers and center fill speakers.
This system allowed for a fully enveloping audio experience through the
use of the powerful music utilized throughout the meeting and video
clips.
The presenters and speakers were free to roam the stage through
the use of Shure wireless microphones and wireless presentation
controls. Presenters were also able to keep an eye on their slides
without turning their backs to the audience through the help of 2 50
inch plasma displays located on the floor directly in front of the
stage
Results
Through extensive collaboration and teamwork, Wyeth and IMS
together were able to create an amazing and memorable customized event;
thanks to tremendous pre-planning and the use of room-rendering
technology. Taking the colors, logos and images associated with Wyeth
and incorporating them into set pieces and moving lights, IMS created an
environment conducive to drumming up support and enthusiasm for the
Wyeth sales force. Having these fully-customizable elements and flexible
design options, Wyeth turned to IMS to fully realize their business
communication goals as well as keep abreast of new technologies that can
make their events even more fulfilling.
