On May 25, 2021, the secret was revealed about B. Braun’s digital launch event entitled “NewNutrition”. My ®Nutricomp is the name of the new concept that makes oral nutritional supplements tastier and more versatile for people with disease-related malnutrition.
The challenge was to reach as many people as possible from very different areas (medicine, nutrition science as well as users and their relatives) and to inspire them to participate in the launch event. With the help of an extensive content strategy, which included not only print media but also the company’s social media channels, it was possible to welcome over 500 participants to NewNutrition.
Food is pleasure. But for people suffering from cancer, for example, even the preparation of food is often an enormous effort. In addition, severe illnesses often alter the entire metabolism, which is why those affected have to pay very close attention to the right amount of calories and an adequate supply of nutrients. If there is an undersupply, there is a risk of malnutrition, which can impair the success of the therapy and cost additional strength.
The new My ®Nutricomp products include everything from sweet to savory – from spaghetti Bolognese to a spicy vegetable curry soup and delicious panna cotta. A total of 12 flavor seasonings are available for easy preparation. True to the motto “Pour. Shake. Wow!”, anyone can easily mix the drinkable food with the seasoning blends or cook delicious dishes with My ®Nutricomp to enrich the food with the calories and nutrients it needs.
But how can flavor be transported online? There was plenty of inspiration and recipes to try out in the form of cooking videos. And these featured the german celebrity chef and spice pope Alfons Schuhbeck, who developed the oral nutritional supplement in collaboration with B. Braun. In this way, it was possible to visualize the topics of cooking and taste perfectly, because who’s mouth doesn’t water when you can watch and hear a professional at work cooking?
Enjoying with all senses: experiencing taste online and offline
It’s easier to learn through play. In a themed room, the audience was able to immerse themselves in worlds of flavor using a digital memory tool and in this way discover all 12 varieties in a playful way.
An online survey rounded off the interactive events at NewNutrition. Participants were able to indicate their preferred flavors and other desired varieties – after all, the focus of My ®Nutricomp is “nutrition to my taste”. This also provides product development with important input for popular flavors.
When selecting suitable tools, it was important to us that they were easy to use. So that everyone had the chance to use it without technical obstacles.
As a surprise and small thank you for participating, all visitors were sent a product sample after the event. This way, My ®Nutricomp could be tested at home in a relaxed way. So, the digital dinner not only becomes a pleasure online, but can also be tasted on the tongue.
The live broadcast, professionally moderated by HR presenter Britta Lohmann, was streamed via Youtube and transported the cozy lounge atmosphere of the set, which was set up in the old Haydau monastery in Morschen. In “Meet the Expert”, the three speakers PD Dr. Michael Adolph, Prof. Dr. Marc Martignoni and Alfons Schuhbeck looked at the new product and the topic of malnutrition from their professional perspectives.
All participants were given the opportunity to share in the knowledge of the experts from both a nutritional and culinary perspective. Afterwards, questions from the audience were answered in a live Q&A.
The opportunity to contact the company continued after the event. Thus, no question remained unanswered.
Beyond the product launch, the exhibition area of the digital event was open to all interested parties for one month. So everyone could inform themselves extensively about the oral nutrtitional supplement, download recipes and watch the recorded event.
The feedback was overwhelming. We are pleased that we were able to express ourselves creatively in terms of concept and design and would like to thank our customer for the good cooperation.
You also want to plan virtual events? Whether purely digital or as a hybrid format – get in touch with us and we will plan your individual event together.
