Purina Veterinary Diets aimed to develop a distinctive approach to highlight the true essence of their product range in an inventive and imaginative manner.
Purina VD plays a pivotal role in assisting veterinary surgeons in delivering tailored nutritional support for specific health conditions. These diets are underpinned by decades of rigorous scientific research and are meticulously formulated in accordance with the latest advancements in veterinary science and clinical nutrition.
As they prepared for their annual veterinary conference, which lacked new product launches or specific issues to address, they sought to find innovative ways to convey the advantages of Purina VD to veterinarians in a language that resonated with their expertise and, most importantly, encouraged active engagement.
Augumented reality experience
The decision was made to adopt an Augmented Reality (AR) theme and transform the entire booth into an immersive experience. Nonetheless, they required a standout feature to captivate the thousands of conference attendees.
To achieve this, a bespoke 3D paper dog model was meticulously crafted exclusively for Purina. The dog sported a striking and unique coat designed to be instantly recognizable and draw the gaze of visitors. The dog was prominently positioned on a shelf, beneath a sizable widescreen television, further enhancing its appeal and piquing the curiosity of onlookers.
To highlight the functionality of Purina Veterinary Diets’ probiotic, FortiFlora, and its role in restoring balance to pets’ gastrointestinal systems, Purina aimed to create an immersive AR experience. FortiFlora is a unique and encapsulated probiotic with a proven track record in promoting intestinal health and microflora equilibrium.
Given that the conference primarily catered to veterinarians, Purina’s target audience for this product line, the AR experience vividly demonstrated the tangible benefits of this dietary solution through the fusion of cutting-edge technology and a meticulously crafted paper model.
This innovative approach allowed attendees to actively engage and visually discern the impact on the screen. By scanning the paper dog structure, they could uncover the inner workings of the diet and compare it to other forms of both healthy and unhealthy nourishment, offering a compelling and interactive insight into the product’s effectiveness.