So just as Seqirus had evolved, we designed them a stand that evolved too. Over the course of two days, mural artist Alan Wrath took the blank walls of our stand, and turned it into an amazing 6-metre long artwork. Doctors at the conference enjoyed talking to Alan as he worked, and returned to the stand often over the three days to see the progress. At the end of the conference, doctors could enter a draw to win pieces of the artwork for their clinics. This interactive concept resulted in high engagement, repeat stand visits and brand awareness.