CHALLENGE

LEO Pharma aimed to captivate dermatologists at the EADV 2023 Expo in Berlin, Germany, by offering an immersive and informative experience. The primary challenge was designing an interactive exhibit that not only drew attention but also conveyed the profound impact of Chronic Hand Eczema (CHE) on daily life. The exhibit needed to be engaging enough to retain visitors, educate them about CHE, and encourage empathy towards those affected by this debilitating condition.

INSIGHT

Understanding that firsthand experience can be a powerful tool in changing perceptions, LEO Pharma decided to use augmented reality (AR) technology to simulate the daily challenges individuals face with CHE. This approach was intended to humanise the condition and highlight the often-overlooked severity of its symptoms, which include visible damage and pain. This experience deepened dermatologists' understanding of CHE's impact on patients' lives, fostering a greater commitment to recommending effective treatments.

SOLUTION

LEO Pharma created an engaging and elegant stand at the EADV Expo featuring an AR mirror as the centrepiece. This interactive installation allowed visitors to experience CHE's physical limitations and discomforts by simply holding their hands up to the screen, triggering responses that mimicked the symptoms of CHE. Additionally, the stand provided a relaxing environment where dermatologists could discuss patient care improvements over coffee, further encouraging meaningful engagement and discussions. Through this innovative approach, LEO Pharma educated dermatologists about CHE and reinforced its position as a leader in dermatological care dedicated to improving patient outcomes.