GameP.L.A.Y

The Challenge

As part of the exhibition stand Guidant required a solution which would attract the target audience to the stand and a mechanic whereby participants could improve their knowledge about the product.

The Solution

As a Bray Leino Group solution, involving Agency, Events as well as Bray Leino BroadSkill, we developed an interactive GameP.L.A.Y. user interface entitled 'Race for Life'. It involved 5 contestants racing against each other through a virtual 3D branded interactive platform, answering a number of questions related to Guidant's commitment and latest products. The player who answered all 7 questions fastest became the winner.

The client was involved at every stage of development, including storyboarding the game concept, creative 'look and feel', character development, product questions, images, presenter selection and music composition.

The breakthrough ideas were the virtual 3D game, the use of clients' branding within the game construction and animated sequences in particular.

The Results

The game achieved 100% participation on every day of the exhibition and Guidant received an excellent response from the exhibition audience. The client loved it and the exhibition is travelling throughout Europe both this year and next.

"The game was one of the contributing factors to increased booth traffic. It brought in customers who were intrigued by the game which was used to repeat the key messages in an entertaining and engaging way."

Jan Pieter Heemels, Director of Corporate Marketing