crafting the gilenya™ mobile tour

Various Locations, USA

Situation

In 2010, Novartis gained FDA approval to carry Gilenya™—a drug used to treat relapsing forms of multiple sclerosis (MS). Nine years later, Novartis employed Octagon, an event marketing agency, to develop a promotional tour for the product. Octagon’s representatives trusted Britten to design the Gilenya mobile activation that would travel to several cities across the country.

Solution

Conceptual planning started with several hand-drawn sketches to determine the layout of the pop-up booth. Britten’s creative team then used 3D modeling software to bring each focal point to life. After powder coating the custom structure a vibrant, eye-catching orange, a print team then created a huge backdrop banner that read, “Hey MS, Take This!” Smaller, front-lit and backlit vinyl banners surrounded the entire booth, displaying important product and company information. A three-section floor print and numerous branded decals completed the Gilenya touring booth.

Impact

Traveling from New York to Los Angeles and every major U.S. city in between, the Gilenya pop-up reached thousands of consumers and raised awareness for this life-saving drug. Over the course of the tour, Britten’s installation team dealt with severe weather conditions at many of the outdoor locations, but not even serious wind and rain could stop them from getting the job done.