The Project:
The original idea was to create an exhibition/event showstopper using VR technology, and it just so happened that a new contrast media injector was due to launch in the coming 18 months so that was a perfect vehicle to start thinking of ideas. Around the same time, the global launch team of the new injector were investigating the use of VR as a sales/marketing tool. Keen to take the lead on a project that would involve VR, the team at Bayer were able to quickly distill their own vision and align with that of the Global Leadership Team.
The Brief:
To create a VR experience that would allow the client to showcase and demonstrate how their new contrast media injector worked. The experience would be used globally, and especially in those countries that didn’t have access to a demonstration model. It was crucial that key selling messages were incorporated within the piece, and above all, that the experience retained an air of novelty and was enjoyable for the user.
The Results:
Bayer premiered the first incarnation of Centargo VR at the UKIO 2019 Exhibition in Liverpool. Geraint Davies from Bayer led on the project, and he shares with us the results.
“It was evident straight away that having the technology and the experience on the booth drew in a larger crowd. The event itself was quiet, so we were fortunate that Centargo VR took centre stage. A second, improved version has since been developed for use with Oculus Quest headsets. The reaction has been phenomenal. The reaction from colleagues has been hugely positive. Not just in the UK, but further afield. It’s rare that a “selling aid” is met with universal praise. Most importantly, Centargo VR has changed the way we interact with our customers. Interactions with customers are longer. 15-30 minute meetings are now lasting 1-2 hours as news spreads of a fun new gadget on display in the education room. Most importantly the experience does what it was intended to do. It allows the user to understand how the injector works, and acts as a driver to move a sales opportunity on and closer to completion.
“The reaction has been phenomenal. The reaction from colleagues has been hugely positive. Not just in the UK, but further afield. It’s rare that a “selling aid” is met with universal praise. Most importantly, Centargo VR has changed the way we interact with our customers. Interactions with customers are longer. 15-30 minute meetings are now lasting 1-2 hours as news spreads of a fun new gadget on display in the education room”
Geraint Davies, Bayer
We couldn’t be happier with the outcome of this project. The expertise which Skyline Whitespace brought to the project gave me confidence from minute one. Their knowledge of the technology allowed me and my team to focus on the content and to give them the creative direction they needed. They came with an open mind and an ear to listen and really take on board what we wanted. The positivity and energy that they brought to the project was immense. I’m very grateful to Lewis, Dan and Adam for all they did on this project, and would have no doubt in recommending the team or returning to them with other projects in the future.”
