For the Hybrid Oncology Launch at the end of 2021, onliveline developed a concept that narrated the market launch as a comprehensive, interactive story. Takeko, a Samurai warrioress, became the protagonist of the preparatory communication in six episodes. On an online platform, she traced the development of a new substance that was supposed to revolutionise cancer treatment and told the story of the many heroes and heroines working on this new technology. The advance communication was intended to bring all those involved together to find out about the mission, to initiate interactions, send greeting cards and to encourage encounters through speed dating on wonder.me.
In the end, almost 300 employees came together online in March under the motto “Open up new Dimensions”. The hybrid launch event combined virtual and real settings with unreal gaming technology and incorporated virtual reality elements. A binaural audio play formed the start, designed to evoke images in the minds of the participants.
Daiichi leaders from all around the world provided insights into the strategy, immersed themselves in the new technology and the manufacturing process and ensured that all the employees were on the right track. Breakout sessions provided the opportunity to develop ideas and to consider how everyone wished to work in their European team. In the end, it was Takeko again who handed over her logbook to all the employees. After the launch event, the participants could continue to write the story and stay in contact on the online platform.