The ZEISS IOL Universe was designed for ophthalmology experts from around the world gathering at the ESCRS Congress in Copenhagen. The congress focuses on cataract and refractive surgery, the application field of ZEISS intra ocular lenses.

All pharma communication has to be created regarding the current Health Care Compliance (HCC) regulations.

Every iris is as unique and fascinating as a galaxy. When viewed up close, it even looks like one.

That is why we created the ZEISS IOL Universe, an intergalactic VR journey to different iris galaxies. While exploring the unique features of each iris, the medical experts learn about its demands when it comes to the choice of an intra ocular lens to cure cataract.

The ZEISS IOL Universe was integrated into the ZEISS booth at ESCRS Congress 2016 in Copenhagen. Over the course of all four days, visitors of the ZEISS booth could embark on a journey to the ZEISS IOL Universe.

The installation uses virtual reality to immerse visitors in a visually stunning world full of iris galaxies. Instead of a pure product presentation, they embark on an interactive journey to discover the unique features of every iris galaxy and how intra ocular lenses can provide a cure to cataract for each of them. The gamification aspects of the installation made the presentation more involving.

Every visitor was also given a macro photograph of their own iris galaxy to remind them of the ZEISS IOL Universe long after the ESCRS Congress was over.

The installation was a huge success: 567 people went on a journey to the ZEISS IOL universe and received their macro eye photography with their very own iris galaxy. They all responded positively to the experience and went home with new in-depth knowledge that stuck with them long after the congress had ended.

In fact, the installation was such a success that a follow-up model for use in private practices in Latin America was requested.

The ESCRS Congress is major venue for medical experts and healthcare manufacturers. With their unrivalled expertise in optical devices, ZEISS was able to develop a larger variety of intra ocular lenses than any other manufacturer.

The problem: Congresses like ESCRS are dominated by clean and interchangeable product presentations. We wanted to break with expectations of the visitors of the ZEISS booth at ESCRS on purpose.

Instead of presenting the products, we created an immersive and visually stunning experience that engages medical experts on an emotional level. The ZEISS IOL uses virtual reality in a way that is not only interactive, but entertaining and easy to remember.

50 percent of all blindness worldwide is caused by cataract. Almost 90 percent of the 20 million affected patients could be cured with the implementation of an intra ocular lens (IOL). The problem for ophthalmologist is to find the right match for each patient.

For this, ZEISS has developed a large variety of intra ocular lenses that outperforms many competitors by a long shot. The ESCRS Congress was the perfect event to showcase the ZEISS product portfolio and engage with medical experts in a way that is as innovative as the products themselves.

Our goal was to provide ZEISS with an interactive way of communication to get medical experts not only involved, but immerge in a ZEISS IOL experience.