Events & Experiences
The power of voice in the digital age
Marshall Davis Jones and Debut’s Ben Moorsom discuss the science behind audio and voice technique.
Product Positioning And Launch
A global pharma company was preparing to launch an exciting new indication that was complex to position and difficult to communicate. After trying with three other agencies, they came to Debut Group. Applying progressive experiential learning concepts to a healthcare professional’s first-person perspective, we developed a creative messaging platform that was the basis of a global launch strategy. This platform successfully engaged healthcare professionals and patients as well.
Engaging Through Environmental Design
A congress lounge for healthcare professionals was under-visited and competing against other conference attractions. Finding that conference attendees were overstimulated and overwhelmed, we applied environmental design and mental restoration strategies to create a low-stimulation, ambient, restful space. In contrast to loud, high-energy spaces of competitors, we included greenery, sounds of nature, and a noise-blocking layout with comfortable seating. The number of visitors to the lounge doubled over the two years since its launch.
Motivating Sales Teams
A global pharma wanted to improve the way they engaged their sales representatives, to reach both hearts and minds. Deploying our proprietary Inner Voice Experience, we prompted the audience to imagine – and be empowered by – their own internal voice. In following years, we had a handheld pulsating light accompany a spoken word performance, and a presentation of vibrant color on black and white imagery to symbolize the impact employees have on patient lives. These memorable and meaningful experiences instilled deeper motivation and a greater sense of purpose in employees.
Optimizing Online Attention
An automobile manufacturer decided to hold its 2020 National Dealer Meeting virtually but did not want to sacrifice on engagement and impact. Behavioral research indicates that human attention is a limited resource and screens create countless opportunities for distraction. Using this to our advantage, we replaced traditional speeches with broadcast-style segments, used humor to capture attention, no segment exceeded four minutes, and no two segments looked the same. It was the highest rated dealer event in the history of the company’s operations in Canada.
