Escaping conventions
I reimagined a bulky board-game setup as a suitcase-sized escape-room experience—cutting costs while boosting engagement for Danone’s international HCP trips.
THE CHALLENGE
In a tightly regulated infant formula market, Danone MMP Iran faces unique hurdles in educating end consumers about products like Aptikid and Bebelac—so it relies heavily on healthcare professionals (HCPs) to clarify misconceptions. Initially, Danone hosted multi-day overseas trips for HCPs, centred on a life-sized “Danopoly” board game created by a Dubai-based agency. While it was engaging, the logistics were costly and complex: bulky props, foreign presenters, and a tough exchange rate drove expenses up. The question then arose: how could Danone preserve that level of excitement and ensure critical regulatory information was conveyed—without the steep overhead and reliance on external resources?
“The creative solution was a massive help for us in teaching healthcare professionals — still, to this day, we use the platform. Long live Doctor Danoldi!”
THE SOLUTION
We dove in by looking at what captivates HCPs: real-world problem-solving. Rather than recycling tired trivia or rehashing Monopoly clones, we hatched a plan to transform the entire trip into a mystery-driven quest. Enter our “escape room on the go”—a portable puzzle adventure that packs neatly into one piece of luggage and needs only a single Iranian representative to orchestrate.
To set the stage, we invented the dramatic saga of Dr. Danoldi, a brilliant scientist whose infant formula research vanished under suspicious circumstances. From the moment each HCP received a Telegram bot invitation, they were thrust into this covert operation. A distressed colleague’s video plea cut off abruptly at the sound of an ominous knock on the door, leaving participants hungry for more.
Once everyone gathered at the departure airport, the first mission kicked off, concealed among branded travel items. Over the next two or three days, participants uncovered hidden codes in test tubes, solved puzzles etched on lab-inspired props, and followed clues peppered throughout presentations. Every challenge seamlessly tied back to Danone’s product benefits and regulatory guidelines. Minimal setup and quick resets made it easy to replicate across multiple trips—no foreign presenters or complex equipment needed.
Doctors strike a pose with witty photo-op signs—showing that the adventure continues until the last minute.
THE RESULTS
Almost instantly, the HCPs embraced the fresh narrative, diving headlong into puzzle-solving and bonding over the shared challenge. Danone’s coordinators were equally relieved: gone were the bulky boards, shipping fees, and currency complications. Instead, they found a versatile, budget-friendly toolkit that delivered the same level of excitement with half the headache.
Feedback poured in from enthusiastic participants who appreciated how the puzzles, storyline, and brand insights were all interwoven—keeping them not just entertained but also well-informed. As trips continued, Danone saw the format’s staying power. The immersive, on-the-go “escape room” delivered a lasting impression and reinforced key product messages without sacrificing fun or straining budgets. By thinking outside the board-game box, Danone successfully tackled strict regulations, high costs, and the ever-critical need to engage HCPs—ultimately proving that big adventures really can fit in a single suitcase.
