Shionogi is bringing AI warriors to life at medical conferences.
With the help of ad agency FCBCURE, the biopharma added generative artificial intelligence to its already-running infectious disease “Warriors” campaign to create personalized images for people at medical conferences.
Medical professionals can step into the photo booth — first unveiled at IDWeek in Boston last month — and in six seconds see themselves in a personalized medieval warrior image, shown on large screens at the conference and delivered digitally to each person in email.
Shionogi and FCBCURE trained the AI program over several months to generate warriors that matched the style of the two-and-a-half-year-old brand “Warrior” campaign. They added real-time face swapping technology to create distinctly unique images.
The result? Conference buzz that helped drive people to the Shionogi booth and almost 500 warrior portraits taken, plus many social media shares by enthusiastic attendees. Shionogi is planning to bring the interactive booth to the American Society of Health-System Pharmacists next month in Anaheim, CA.
“At previous conferences, we saw people taking pictures next to the warrior imagery that we had in our booth and FCB team picked up on that,”Shionogi associate director of marketing Brian Conway said. He added that Shionogi’s own employees also “shared their own photos to highlight our company’s commitment to advancing solutions in infectious diseases.”
“The intent was to generate excitement and buzz and invite the conference participants, the infectious disease community, to join the fight with us against infectious disease,” said Debra Polkes, FCBCURE’s managing director, EVP creative.
While the AI campaign is a brand campaign targeted at professionals, Shionogi has a focus in infectious disease therapies and markets Fetroja, which is approved to treat hospital-acquired bacterial pneumonia and complicated urinary tract infections. It struck a $100 million deal in June to acquire antibiotic maker Qpex Biopharma, which had been spun out of The Medicines Company in 2018.
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{URL}https://endpts.com/shionogi-brings-generative-ai-to-medical-conferences-with-warrior-portrait-campaign{/URL}
{Author}Beth Snyder Bulik{/Author}
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