You Can’t Miss This
Bringing the bustling energy of NYC to DCAT Week
The Challenge
Thermo Fisher’s CDMO (Contract Development and Manufacturing Organization) services business sought to strengthen its position amidst industry disruption following competitive volatility.
The Insight
Executives come to DCAT Week for strategic meetings – not sightseeing. Yet the allure of New York City remains strong. By channeling the city’s energy into every brand touchpoint, Thermo Fisher could turn limited attendee time into lasting brand engagement.
The Idea
“You Can’t Miss This” became more than a tagline. It became a promise. Thermo Fisher transformed DCAT Week into an NYC-themed experience, combining high-visibility DOOH with immersive in-event moments. From branded TukTuks and digital newsstands to a hospitality suite filled with NYC flavors and local performers, the campaign made Thermo Fisher omnipresent and unforgettable.
Results
Thermo Fisher didn’t just show up at DCAT. They owned it. With millions of impressions and authentic attendee engagement, the campaign cemented the brand as an essential CDMO partner.
27M
impressions achieved across all DOOH formats
Strong
foot traffic to hospitality activations
Enhanced
brand visibility & trust among key pharmaceutical & biotech audiences