Devising a gamified tool to demonstrate the accuracy and consistency of innovative injection technology
Bayer
How we helped Bayer transform a technical performance message into a memorable, interactive human-versus-machine experience to drive engagement at key global events.
The challenge
Bayer needed a compelling way to demonstrate the accuracy and consistency of its MEDRAD® MRXperion contrast media injection technology at Europe’s largest radiology conference. Traditional product demonstrations can struggle to capture attention in busy exhibition environments and often require audiences to interpret complex technical information.
The challenge was to create an experience that would immediately engage attendees, communicate device performance in an intuitive and memorable way, and support meaningful conversations between Bayer’s commercial team and prospective customers. With a major event deadline approaching, the solution also needed to be designed, engineered and delivered within just 12 weeks.
The solution
Ensera Design brought together our specialists in experience design, electronics, software and engineering to create a bespoke conference demonstrator that challenged users to compete against Bayer’s contrast media injection technology in real time.
Through a human-versus-machine game, attendees attempted to match the consistency and accuracy delivered by the MEDRAD® MRXperion injector, allowing Bayer’s performance advantages to be experienced firsthand.
The team developed a robust multi-channel fluid measurement system, intuitive user interface and exhibition-ready hardware platform, carefully balancing technical complexity with reliability and ease of use. Designed for both attendees and Bayer’s sales team, the experience transformed a sophisticated technology into a hands-on demonstration game unit that was engaging, memorable and built to perform throughout a demanding conference environment.
The execution
Delivered in just 12 weeks, the project required a highly collaborative and iterative development approach which enabled Ensera Design to progress rapidly from concept generation and experience design through to prototyping, engineering and system integration.
The team refined gameplay mechanics, developed real-time feedback capabilities and optimized the experience for intuitive interaction and repeatable performance. Through rapid iteration and testing, the demonstrator evolved into a polished exhibition asset that balanced technical sophistication with simplicity, ensuring a seamless experience for both Bayer’s team and conference attendees.
The impact
The Bayer Injector Game became a standout feature at Europe’s largest radiology conference, transforming a complex technical proposition into an engaging and memorable conference experience.
The demonstrator generated significant visitor interest, helping Bayer attract attendees onto their stand to initiate meaningful conversations and generate valuable sales leads. It provided an intuitive way for users to experience the consistency and accuracy of Bayer’s injection technology firsthand, and strengthening understanding.
The success of the platform exceeded client expectations and created demand for multiple additional units, extending its value beyond the initial event into an ongoing sales tool for wider use.
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