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Introduction
At Seymourpowell, we've had the privilege of partnering with ServiceNow, a leading SaaS company renowned for its cloud-based ITSM services, since 2019. Through our integrated, holistic design approach, we've significantly contributed to ServiceNow’s expansion, supporting their multi-million dollar revenue growth. Our collaboration reached new heights at Knowledge 2024 with an generative AI-powered, immersive experience for the new RiseUp initiative.
The VR toolset now forms an integral part of the AXIS sales strategy.
Challenge
Axis Spine Technologies challenged us to design and build an immersive sales and marketing tool to promote the innovative implant system we helped them to develop. The tool was to be used to generate investment and convince world-leading surgeons to consider using the new spinal fusion devices in their surgeries, by accurately and efficiently communicating the unique features and benefits of the AXIS system.
Insights
The tool not only had to shed light on a complex and nuanced medical device for a difficult-to-impress audience, but it had to do so during remote presentations and in advance of physical samples being available to ship.
Outcome
Version 1.0 of the VR sales tool gave the AXIS team an exciting and effective way of building awareness, attracting investment and generating excitement, while the physical product was still in development. The compelling format of the medium helped to secure unfettered access to difficult-to-reach professionals with congested schedules: world-famous surgeons volunteered to participate in after-hours VR sessions from their homes.
Version 2.0, an evolution of the tool, was debuted by the AXIS team at the North American Spine Society Conference (NASS) in Chicago in 2019. It gave AXIS (at the time a newcomer to a highly competitive market) real presence on the showfloor. By the end of the first day, there was a waiting list for access to the VR experience, as top surgeons and healthcare trust executives literally queued up to have a go.
During the various pandemic lockdowns, the VR tool enabled AXIS to maintain a through line with surgeons and investors.
They were able to conduct new business activity at a crucial time in the company’s development, whilst the majority of their competitors had to pause or significantly scale back their sales and marketing activities.
Our Approach
Concept and Design
Inspired by the potential of generative AI and the global intrigue surrounding this technology, we created an immersive experience that blended hardware and software. The experience was designed to help visitors envision their future careers through a curated, interactive journey.
Immersive Experience
Visitors engaged with a bespoke hardware interface, participating in a diagnostic test that drew inspiration from learning type assessments. This quiz asked a series of interpersonal questions about their ambitions, learning characteristics, and aptitudes. Leveraging these insights, the AI generated an archetype using smart prompts. This process culminated in the creation of unique visual avatars that were then displayed large digital animated video walls.
Spatial Design
The RiseUp immersive experience was meticulously integrated within the broader context of the Knowledge 24 event, spanning across six interconnected areas. Our design ensured that the RiseUp zone complemented neighbouring spaces, maintaining a cohesive narrative throughout the exhibition. The central 'haven' space, surrounded by digital video walls displaying the avatars, provided a bright, optimistic, and inviting atmosphere amidst the bustling expo floor.
Visual and Interactive Elements
The interactive experience was enhanced by a bespoke controller with tactile controls, making AI more accessible and empowering users to take control of their future career. The overarching goal was to demystify AI, rendering it tangible and approachable. By providing hands-on experiences, we sought to educate and inspire curiosity about AI’s applications, helping visitors comprehend its potential impact on their future path in the work environment.
Totemic Takeaway
Each visitor received a printed version of their avatar. This personalised memento served as a reminder of their engagement with the RiseUp experience and their unique learning archetype. The takeaway was not only a keep sake but also a conversation starter, encouraging further discussion and interest in the RiseUp program long after the event.
Creating a VR sales and marketing tool to communicate the benefits of an a new implant system to an expert audience in a highly technical industry.
