Corporate brand activation at Eurovision 2025 in Basel. Novartis rose to the moment as local sponsor, blending science and music to engage 500K visitors and global media audiences.
When Switzerland won hosting rights for Eurovision 2025, Novartis faced a rare challenge:how could a science-led company, headquartered in Basel, stand out on a cultural stage that surpasses even Superbowl viewership?Instead of relying on conventional pharma-category marketing, we turned our first of its kind sponsorship into progressive momentum—showing how science and music can inspire each other.We designed experiences that immersed people in this connection:welcoming 500,000 visitors across the city, the ESC Village, and media touchpoints.At the Novartis booth alone, 100,000+ explored science in unexpected ways.Globally, our story traveled through TV, OOH, social, and influencers, amplifying Basel to 100s of millions.The result: participation, sharing, and positive sentiment that lifted brand visibility, consideration, and cultural relevance.Beyond the numbers, Novartis showed that science doesn’t just belong in labs—it belongs in culture, conversation&the collective imagination.
In collaboration with the city, we transformed Basel into a pulsing music festival. At the heart of the Novartis x ESC Village presence stood a show-stopping 9.5m tilted disk canopy — projecting science-meets-music content and surrounded by immersive, co-creation experiences:
– Motion-responsive LED wall for interactive discovery
– “Sound of Science” DJ station remixing beats
– Photo backdrop with real lab coats for playful immersion
– Button-making stations ? 17,000+ personalized takeaways
Beyond the Village, the city came alive with:
– 300+ OOH placements bold and thematic taglines across Switzerland
– A Eurovision x Novartis -themed tram rolling through Basel
– TikTok & YouTube activations reaching audiences on- and offline
Together, these progressive, category-breaking touchpoints positioned Novartis as progressive, innovative, and culturally connected.
