Rather than replicating a virtual booth or static content hub, our approach was to shift healthcare professionals from passive observers into active learners. Drawing inspiration from investigative storytelling and adult learning principles, we designed an immersive escape room style digital experience that encouraged exploration, curiosity, and self guided discovery.

Building on existing campaign creative that introduced three potential suspects behind TSLP, we placed participants inside a virtual detective’s office where they could examine evidence and uncover insights at their own pace. This became Who’s Behind TSLP?, a story led digital learning experience built around investigation and discovery.

Healthcare professionals entered an interactive investigation room where disease evidence was revealed through multiple touch points, including evidence boards, video based clinical insights, and narrative driven content, with a themed side room housing pre recorded presentation sessions that allowed users to move seamlessly between structured education and exploratory learning.