We were approached by the MMI Agency who work on behalf of the MD Anderson Cancer Centre. They wanted to create an brand engagement experience that educated people about Cancer prevention and the importance of looking after your skin. Capturing data was key so they could continue to inform people about the work that they do within the Cancer prevention world. The activation would go to multiple events across the PGA Tour and showcase the MD Anderson story through engaging activations.
Talking about Cancer can be a sensitive subject, so we worked with the client to understand what would make a welcoming environment where people would feel comfortable asking questions they have. We needed to understand what the key information points were that they wanted the fans to take away with them. The team at MMI and MD Anderson gave us a list of the events they wanted the stand to go to – all venues were in towns where they have sister hospitals – and our team then planned the logistics for the roadshow from here.
An activation that could scale up or down to fit in to a number of different sized tents with an open front to welcome people into the area that focused on brand engagement.
We developed 2 putting activations that tested pace and accuracy, a writing wall where you can leave messages, a photo opportunity giving people a memory of their experience, and a bar area with seating where you can learn about cancer and ask any questions that you have.