Strategy
- To build omnichannel fluency across 30+ countries, the client partnered with us to roll out Omnitopia – an immersive, game-based learning experience tailored for real-world application. The initiative aimed to:
- Build omnichannel capabilities in a hands-on, cross-functional setting
- Foster experimentation and shared learning in a safe, energising environment
- Embed relevance by linking gameplay to the client’s real oncology strategy and customer context
Tactics
- Omnichannel Challenge: A six-week series of interactive sessions including live gameplay, content deep-dives, and structured wraparound activities such as opening/closing ceremonies
- Cross-functional Teams: Participants from sales, medical, marketing, and omnichannel worked together – replicating real-world collaboration
- Global/Local Execution: 30+ local markets and global HQ joined in parallel, creating a consistent, unified experience
- Follow-up Learning Exchanges: Post-programme sessions supported deeper dives into key topics like data-driven planning and brand excellence
- Ongoing Activation: Insights from Omnitopia fed directly into upcoming conference and brand planning cycles, and catalysed the formation of a global digital oncology community
Results
- High engagement: NPS score of 94 reflects the programme’s relevance, energy, and impact
- Behaviour change underway: Teams now demonstrate more data-driven thinking and greater cross-functional collaboration – evident in both tactical plans and brand strategies
- Scalable culture shift: The programme helped spark a multi-year, phased change management journey, designed to embed omnichannel ways of working across all markets and functions