Game on! How gamification ignited engagement at the Edwards Lifesciences kick-off challenge

The challenge 

Edwards Lifesciences, a leading innovator in medical technology challenged us to conceptualise a customised programme for a new-year kick-off event for the 200-member Surgical Business Unit (BU). This BU faced a changing market landscape and needed a motivational spark to reignite their enthusiasm and commitment to corporate goals. 

Creative strategy 

Working closely with the client, we designed a multi-faceted experience encompassing plenary sessions, business unit activities, brand-centric experiences, and celebratory elements. 

The Surgical BU was a long-standing and competitive team. To ignite the healthcare professionals’ team spirit and foster connections, we created “The Surgical Olympics”, an interactive experience inspired by the spirit of the Olympic Games, a global symbol of excellence and competition. Every aspect of the event, from the set design to speaker presentations and activity concepts, mirrored iconic elements of the Olympics. 

The event space itself was transformed into a giant athletic court where a track-inspired runway seamlessly integrated with the LED-based main stage, extending the space for a fully interactive and immersive experience. Gamification, a powerful tool for boosting engagement, provided opportunities for playful engagement. For example, the traditionally static presentations were transformed into dynamic challenges and "5-minute talk" competitions, where participants had to focus on delivering captivating presentations within a tight timeframe. Speakers moved freely throughout the room, interacting with all the team members.  

Results: A gold medal event 

The Surgical Olympics proved to be a resounding success. The one-of-a-kind event surprised and delighted guests in a new way, exceeding expectations. Response rates to the post-event satisfaction survey were the highest ever recorded, with participants reporting that they felt a sense of constant engagement, surprise and motivation. The event not only reignited the competitive spirit of the Surgical BU but also crystalised their vital role within Edwards Lifesciences. 

By expertly blending creativity, innovation and a strategic understanding of the client's needs, MCI delivered an event that not only met the brief but exceeded expectations. The Surgical Olympics stands as a testament to the power of immersive experiences in igniting audience engagement and driving a successful event.