Acceleron updated its exhibit to launch a new identity and meet health and safety standards
Acceleron focuses on harnessing the power of the TGF-beta protein superfamily, the target-rich area of biology behind the body’s remarkable capacity for cellular growth and repair.
Challenge
REBLOZYL, Acceleron’s first drug, was approved in November 2019. REBLOZYL was given an orphan drug designation; orphan drugs treat conditions that are not widely diagnosed in patient populations. But unfortunately, like so many other companies, the pandemic halted their face-to-face commercialization efforts. The company announced the approval in December 2019 at the American Society of Hematology (ASH), but the time between approval and ASH meant the company couldn’t quite do the promotion that a launch entailed.
Solution
Acceleron’s next opportunity to promote REBLOZYL came two years later at ASH 2021—and Acceleron took full advantage of it.
The exhibit featured new graphics based on the campaign that emerged in the two years between exhibits. The theme of the new campaign was “apple blossoms to apples,” indicating the progress of treatment with REBLOZYL for patients with certain conditions. Launching a new campaign for REBLOZYL at this time with an apple-blossom theme made the entire exhibit look accessible and promising.
The 2019 exhibit also lacked provisions for social distancing, and Acceleron addressed these with a blend of creativity and thoughtful planning.
First, Acceleron expanded its space from 20 x 40 in 2019 to 20 x 50 in 2021 to facilitate social distancing.
Three tables were added to the exhibit, subtly providing more space between attendees. On one of these newly added tables–the one closest to the large LED screen–was a hand-activated (touchless) sensor. Attendees could change the LED display from the “apple blossom to apple” brand elements to product information and messaging.
Vinyl “apples” applied to the floor indicated six-foot spaces. Chairs replaced the couches, bar tables, and stools for better social distancing.
Because of the expanded footprint, Acceleron was able to open up the exhibit (some might say ‘declutter’) so that attendees had more personal space.
Acceleron has since been acquired by Merck.
