As a newly focused biopharma in 2023, GSK wanted to be placed at the heart of the US biotech ecosystem and communicate its position as a leader in innovation and enabling scientific partnership.

Inspired by GSK’s belief that “innovation starts when we stop to listen” we targeted the main event of the US’ biotech calendar, to invite BIO International Conference-goers in the heart of Boston’s biotech community to share their perspectives on the future of healthcare innovation.

The brief was to truly inspire conversation and attract engagement. We wanted to listen to their views and transform their responses in real-time into a dynamic data visualisation that would captivate attendees and spark a GSK-led dialogue around innovation.Through this experience, we hoped to collect valuable data, inform GSK's strategic direction, and showcase their commitment to open dialogue and scientific conversation.

This creative activation is brought to life through a real-time generative data art installation that evolves with each interaction.

The visualisation content is built from an eight-question survey on the future of healthcare innovation. This data is captured through a web-app on one of several colour-coded tablets and stored on a cloud-based platform. Bespoke software syncs with this database, creating dynamic data visualisations in real-time, each new user input contributing to a continually evolving data portrait. This centralised data approach also allowed us to easily create further data-driven social content off-site.

The background animations are made up of over 180 rendered particle sequences. These are played back underneath the data layer, and are synced to the tablet input colour. For example, when an attendee on the ‘red’ tablet enters their data, the whole screen transitions into red, confirming the user’s input and creating a dynamic interaction.

This event was selected for being the largest global event in the biotech community’s calendar. If you want to change perceptions, this is the place to speak to a high concentration of your target audience.

The installation survey questions are designed around a variety of topics with each focussing on a different aspect of healthcare innovation. The aggregated results are fed into a bespoke cloud-based software platform, allowing GSK to export daily snapshots for analytics and social media content.

The results to each question are visualised on the LED wall, showing the breakdown in answers. Attendees using the tablets have their answers mapped as they progress through the survey, showing decisions being made in real-time and provoking moments of conversation as they consider their options.

The GSK Data exhibit was a resounding success, attracting over 1,750 participants during its four-day run at BIO International Convention in Boston.

The exhibit was carefully planned and implemented to maximise its impact. The six interactive tablets allowed for simultaneous participation, while the microsite extended the reach to a wider audience. Animation played a dual role, captivating visitors with its dynamic visuals and subtly guiding them through the experience.

The data collected has provided valuable insights into the perspectives of conference attendees, helping GSK to identify trends, gather insights, and build consensus around what is important for successful and innovative scientific collaboration.

This engagement exemplifies GSK's commitment to innovation and its ability to leverage cutting-edge technology to engage with the scientific and medical communities and drive meaningful progress.

Building upon the success of the first exhibit, three subsequent iterations were commissioned and presented at various medical conferences across the country.