Winner
Designing the Future of R&D: Unveiling The Discovery Centre
Summary of work
Designed to push the boundaries of science, The Discovery Centre (DISC) in Cambridge, UK, is AstraZeneca’s new state-of-the-art global R&D facility. The unveiling of The DISC provided an important opportunity to highlight AstraZeneca’s R&D transformation and move to Cambridge, as well as our leadership in scientific discovery beyond contribution to fighting COVID-19.
We planned an ambitious engagement strategy centred around an official unveiling event with extensive stakeholder outreach. All to be delivered in just six weeks.
With numbers restricted by COVID-19, carefully selected guests, including His Royal Highness The Prince of Wales, government representatives from across the globe, industry leaders and top-tier media were invited to attend the event and explore a showcase of AstraZeneca’s science. A cross-functional Corporate Affairs team worked together to create a broad multichannel experience, with traditional and social media engagement, digital outreach and internal amplification.
The campaign delivered maximum impact and global reach. In the first week following the launch there were 611 pieces of media coverage, including full-page picture spreads in top-tier outlets and key messages highlighting AstraZeneca’s R&D vision and activities.
It was a far-reaching plan, delivered in a very short period, with results exceeding all expectations.
Judges’ comments
The entry from Arc Bio and AstraZeneca was an exciting, big project. The judges thought it was pretty amazing to put together this project in such a short amount of time. It was a well-executed complex launch event, with multi-channel communications and a multi-stream event for VIPs and media in attendance. It had everything going for it and was a clear winner.
