Case Study: The Lens
A 5-Part Interactive Compliance Experience
Project Summary and Strategy
Alcon, the world’s leading eye care provider, partnered with Labyrinth Training to create a five-episode interactive, animated compliance experience - ‘The Lens’.
We sought to engage the audience beyond what is seen in typical training environments and present the experience as a binge-worthy series of television that entertains as it educates.
Alcon’s users across the globe (from the US to Europe to Australia) were called on to make decisions that would impact the narrative experience of Martin and Andrea, two Alcon salespeople, as they navigated situations with healthcare professionals.
“It has set a new standard of creativity for training that everyone will expect from us from now on … no pressure!”
— Alcon Manager in Australia
Alcon and Labyrinth Training worked together to create a unique set of goals at the outset of the The Lens, mapping to engagement:
Ensure content was accessible globally to all employees, translated and localized in 17 languages.
Create a binge-worthy, netflix-style experience that encouraged a hybrid of learning and repeat-viewing behavior.
Work with Alcon’s Subject Matter Experts to bring to life The Lens – an existing policy covering topics from anti-bribery to anti-trust concerns.
Establish a strong brand presence through characters & storylines that can be used in future training, and beyond.
Promote the series like its a television premiere as opposed to a compliance training to build excitement.
Goals & Objectives
Results
Successfully launched The Lens globally. Rollout included 17 languages.
Within first 60 days, 81% of Alcon staff completed all five episodes.
Overwhelmingly positive feedback from Alcon staff including comments like “Set a new standard of creativity for training!”
Created an informative, rich, policy-driven experience.
Created a 360 brand campaign outside of the digital training that included life size character cutouts, poster art in office spaces and elevators, email campaigns and trailer rollouts.
