Launching Accord Animal Health at the London Vet Show
Overview
In November 2024, Accord Animal Health participated in the prestigious London Vet Show at ExCeL, marking the market launch of Accord Healthcare’s new specialist division, Animal Health. This division focuses on providing veterinary medicines for companion pets. With the launch of three innovative dog products, including the Vivinicord Chews®, Accord partnered with CI Group to design and deliver an engaging exhibition stand that showcased their commitment to pets and their owners, under the tagline: “A bond for life.”
The event was preceded by an extensive campaign of online and trade press advertising, encouraging veterinary professionals to visit the stand.
Objectives
- To create a visually compelling and interactive exhibition stand that reflected Accord’s brand identity.
- To launch three new dog products and raise awareness of Vivinicord Chews®.
- To foster direct engagement with veterinary professionals through sampling, surveys, and giveaways.
- To provide an opportunity for vet practices to trial the new product and report back on its benefits.
Design and Execution
The exhibition stand featured a striking visual design, with warm orange hues and life-size silhouettes of pets, emphasizing the emotional connection between animals and their caregivers.
Key elements included:
We developed a multifaceted SPIFF campaign designed to engage and educate channel partners through immersive, real-world AI experiences. By integrating interactive elements such as an AI photo booth and a VR game booth, we transformed abstract AI concepts into tangible engaging activities. These tools vividly showcased AI’s capabilities in the modern world, making the technology accessible and relatable.
Our live educational presentations were crucial in demystifying AI. Delivered by senior leaders from HP and Intel, these sessions highlighted the practical applications of AI in the workforce and its potential to revolutionise the future of work. The presentations provided valuable insights into the latest AI-enabled PCs and portrayed HP and Intel as trailblazers in AI innovation.
This multifaceted approach not only positioned HP and Intel at the forefront of AI advancements but also equipped partner sales teams with the knowledge to leverage the AI conversation in customer interactions.
Engagement Initiative:
Free Trial Program A core highlight was the free trial program, where veterinary professionals could register to receive a month’s supply of Vivinicord Chews® for their practices.
This program aimed to:
• Gather valuable feedback on the product’s efficacy and palatability.
• Build awareness and trust through first-hand experience.
• Reward participating practices with a chance to win a starter pack of 12 tubs of Vivinicord Chews® tailored for dogs of various sizes.
The flyer provided detailed information on the chews, highlighting their all-natural ingredients, low-calorie benefits, and effectiveness in supporting dental health. Ingredients such as Astaxanthin (a powerful antioxidant), Fucoidan (to control microbes), and Indigo extract (to maintain microbial balance) were prominently featured.
Results
• Strong Brand Presence: The visually stunning and interactive stand successfully drew significant foot traffic, with 193 veterinary professionals scanned as leads and engaging with Accord’s team and exploring the products on display.
• High Participation in Trial Program: 154 veterinary professionals signed up for the user-experience study, generating valuable insights and encouraging product adoption.
• Strong Engagement: 66 entries were received for the starter pack competition, highlighting interest in the product range.
• Widespread Sampling: 470 sample envelopes of Vivinicord Chews® were handed out, ensuring broad exposure among veterinary professionals.
• Positive Feedback: Early feedback from trial participants highlighted the chews’ palatability and dental health benefits, reinforcing the product’s market potential.
• Increased Awareness: The 3-for-2 promotion offered at the show further incentivized interest and generated immediate sales through veterinary wholesalers.
Conclusion
The partnership between Accord Animal Health and CI Group resulted in a highly successful exhibition experience, blending strategic design with impactful engagement. By fostering meaningful connections with veterinary professionals and promoting their innovative product range, Accord effectively strengthened their position in the veterinary market.
Client Testimonial
“CI Group’s expertise brought our vision to life, delivering a stand that perfectly reflected our brand and values. The interactive elements and engagement strategies ensured we made a lasting impression at the London Vet Show.”
Bob Ferguson — Accord Animal Health