After three years away from live exhibitions, Merck wanted their congress presence at ESMO to make an impact.

Fortunately, Merck has two approved oncology medicines worthy of showcasing that hit cancer hard, intelligently target tumors, and provide an overall “extreme response”.

Merck challenged us with clearly communicating these messages to HCPs during the ESMO Congress. But we needed power beyond some dramatic claims. We needed a standout way to convey the claims and to draw HCPs to the congress booth.

We set out to actively deliver key data and claims in an engaging format. In a way that accommodated repeat viewing and that HCPs would actively want to return to and recommend to colleagues, thereby increasing the reach of Merck’s messaging.

Introducing ‘Time to Target’, a rage room where oncologists could purge their hatred of cancer, on a larger-than-life tumor.

Inspired by rage rooms, HCPs were presented with a choice of Merck-branded baseball bats (each representative of a different oncology treatment) and a tumor on a plinth. On impact, a screen with video game-style animation depicted the tumor exploding. Efficacy messages emerged from the debris revealing RTBs. Relevant messages would be displayed, depending on which bat/oncology treatment HCPs chose.

A speedometer inside the bat converted HCPs’ rage into a high score, encouraging repeat plays. To hold their attention further, the experience finished off with a HCPs receiving a bullet-time action replay of their strike on the tumor.

On exiting, HCPs entered a ‘cool down’ area replete with cold towels, and drinks. Here they could network with other HCPs/discuss the latest oncological research with Merck colleagues.

Merck wanted to re-engage HCPs with their flagship oncology medicines which hit cancer hard, intelligently target tumors, and provide an overall “extreme response”.

Taking the insight of oncologists’ combative attitude toward cancer, along with the product’s dramatic messaging, the proposition was developed. “Bring the fight against cancer to the 2022 ESMO Congress.”

In the absence of new key data, Merck challenged us with creating an emotional activation for HCPs. After three years of virtual conferences due to Covid, oncologists were ready for a physical, real-world experience, and that’s exactly what we gave them.

Inspired by rage rooms, Merck’s ‘Time to Target’ had HCPs at the 2022 ESMO Congress in Paris taking out their aggression on a larger-than-life tumor.

On the booth, we built an impact-proof glass room with an oversized tumor on a plinth.

On arrival, HCPs were presented with the choice of two Merck-branded baseball bats, each representing a different oncology treatment. The goal? Strike out cancer!

Contact triggered an animation of the tumor exploding and revealed efficacy messages and RTBs from the debris.

A speedometer inside the bat converted oncologists’ rage into a high score, ranking them on a leaderboard to encourage repeat plays.

To finish, a rig of cameras was used to give HCPs their own bullet-time action replays.

A suite of digital assets was produced supporting the experience, from follow-up emails to promotional banners, spreading the word to encourage more HCPs to visit the booth and take aim.

In a survey, 100% of respondents agreed the activity provided information about Merck products in an engaging format. The words they ticked to describe the experience were ‘Creative’ and ‘Innovative’.

It was great news for the brands too, 87% said they’re more likely to retain information obtained during an active/unique experience like ‘Time to Target’.

We found that HCPs were returning to the booth to learn more about Merck’s oncology treatments and to beat ‘personal best’ scores. And they were still hungry for more, 98% want to see more activities like this at future Merck booths.

News of the booth spread by word of mouth too, with 98% saying they’d recommend the experience to their colleagues. And the conversation continued on social media – with 331,000 impressions on LinkedIn and 2.9 million impressions on Twitter.