Following a successful pitch to deliver Nikon’s exhibition presence at the European Society of Reproduction and Embryology (ESHRE) annual meeting in Copenhagen, we were asked to develop a creative and strategic approach for their full European events programme.
We had two key objectives: evolving the creative to establish a consistent brand identity across all exhibition spaces, while keeping budget and sustainability front and centre.
Our approach also needed to balance Nikon microscopy products with broader brand awareness, boost engagement, and facilitate measurability to optimise future event solutions.
Working closely with the Nikon team, we developed a refreshed new identity characterised by bold colour blocks and distinctive branding. This was then rolled out throughout 2024 alongside a mix of digital and print content and targeted messaging.
This new identity informed our stand designs for the European Event programme, which took us from Genoa to Liverpool, Vilnius, Vienna, and Amsterdam, before finishing up at the European Congress of Pathology in Florence.
The stands for each event were open and inviting with strategically placed screens to encourage interaction from passers-by. To further encourage participation, we created a bespoke gamification quiz to engage visitors while also providing a simple way to capture data.
Having implemented a unique audience tracking system, we were able to track movement between Nikon-owned spaces and gather insights on dwell times, repeat visits, OTS, and much more.
After a successful start to our journey with Nikon Microscopy, we suggested that we look ahead to 2025 to further evolve the way they show up at events.
We kickstarted the process by holding a creative workshop with the Nikon team. The result was the development of an Events Toolkit—a guide to the brand and how it translates across event spaces and assets.
The Toolkit also looks at audience and how to connect with them, the power of experience in a B2B environment, how to build an effective amplification strategy, and specs for a full suite of assets (both physical and digital).
Long term, this document will help drive consistencies beyond the European team and through their local markets.
