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'Sherlock' MEDai Navigator Trade Show Materials (Elsevier)

One of the first projects of my freelancing career also was one of my most comprehensive -- a great introduction to agency work.

Science and medical stalwart Elsevier was looking for a fun, full-experience promotion for its MEDai Navigator product, with multiple B2B touch points culminating in an upcoming trade show appearance. The trick was to make the experience memorable and generate leads.

Divining that the Navigator housed important secrets within its data stores, our Atomicdust team used master detective Sherlock Holmes as the trade-show experience theme. The crowning glory would be when roving "Sherlock" characters ambushed trade show attendees with an important mission to take a card with invisible ink and decode the secret message (promotional language) at the Navigator booth. It was a HUGE success, drawing both attendees and competitors to the booth and creating a ton of leads for Elsevier.

For the project, I helped develop the overall concept, wrote emails, postcards and landing pages, worked with the art department on messaging for the decoder box, developed Sherlock's backstory for the trade show actors and wrote copy for the invisible ink cards. Who knew that years of watching "Scooby-Doo" and other detective shows would benefit my career?

These are the few assets from the project that I still have on hand. Womp womp.

©2018-2020 by Allison Babka and GirlWords.

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