Background
Up to 50% of first line treatments of metastatic colorectal cancer are ineffective mainly due to tumor resistance, causing a measurable burden on clinic resources and immeasurable patient suffering.
2cureX is about to change the game with the first microtumor-based approach to killing cancer.
The brief
2cureX achieved a huge milestone: the world’s first CE-validated in vitro diagnostic test based on microtumors to predict cancer resistance and sensitivity. They needed to launch this innovative new strategy and their IndiTreat® product to Oncologists at the European Society of Molecular Oncology (ESMO).
This conference aims to attract all the top Oncologists in Europe – the primary target audience for 2cureX. One big challenge: the conference kicked off in 3 weeks from the date that 2cureX contacted UP for help, and they had nothing prepared – no message, no films, no graphics, no incitements to engage – absolutely nothing.
Our task was to give 2cureX a credible, engaging and lead-generating presence at ESMO – all within 3 weeks.
The solution
Due to coronavirus restrictions, ESMO would hold a virtual exhibition. ESMO were simply expecting us to provide a link to the ‘exhibit booth’. So we decided to build a mobile responsive microsite - using 2.5D animation style to bring it to life. Rendering in 2.5D takes much less time, in minutes rather than hours, which would enable us to present versions to the client.
The LinkedIn Video