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Challenge/Opportunity

With customer expectations evolving rapidly, our client’s global oncology team recognised a need to upskill teams across markets in omnichannel engagement. While ambition was high, many local teams still lacked foundational capabilities. The client wanted to address this gap in a way that was engaging, evidence-based, and collaborative – far beyond a traditional e-learning approach.

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
“After this learning programme… teams are better at finding each other. They understand that medical plays a role here as well in omnichannel marketing… and they all start to work more collaboratively together.”

—Global Digital Director, Oncology

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