CORPORATE & PROMOTION
AstraZeneca - Drug Launch - UK/Europe
To launch a new asthma drug, Symbicort, into its UK and European markets and to achieve rapid reception amongst medical audiences of the drugs improved action, pharmaceutical company AstraZeneca employed one of AI Group's mobile Morphis MovieRide Theatres to provide the platform for a very unusual ride.
Following a journey through the human body and highlighting Symbicort's benefits, two slightly different versions of the ride were independently created by the drugs company, one for doctors and medical staff, the other used to extend AstraZeneca's corporate reputation among youth audiences.
As well as the simulator, AI Group produced the motion programmes for the rides, which proved highly effective with medical audiences, popular among young audiences and achieved prime time national TV coverage in the UK.
