XLAB × ELI LILLY

Foundayo Upper Gulf

The plan for the Kuwait and Qatar launch events. Confidential, prepared for Eli Lilly.

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Confidential · Not for distribution

XLAB × ELI LILLY · CONFIDENTIAL · 20 JULY 2026

The plan for
Foundayo Upper Gulf.

Two launch events: Doha, late October and Kuwait City, early November. Each one venue, two audiences, one broadcast studio. One creative system built once, delivered twice, each market with its own identity. XLAB as main contractor. AED 5.5M to 7.5M combined, excl. VAT.

Qatar ~28 OctKuwait ~4 NovDates hang on registration approvalThis page = the whole plan

01 / What we are building

Each event: one venue, three parts, one wall.

Open public zone · unbranded

The awareness experience

  • Interactive obesity-education stations
  • Education stage with expert talks
  • Media + influencer area
  • Hospitality and family-friendly flow
  • No product name anywhere, anyone can walk in
Sized: 700 to 1,500 guests across the day (working assumption). Job: break stigma, push earlier conversations with doctors.
Restricted HCP zone · fully branded

The scientific programme

  • Credential-checked entry, invite only
  • Keynote stage: international + regional KOLs
  • Foundayo evidence and practice stations
  • Pharmacist programme + networking
  • Full Foundayo branding inside the wall
Sized: 240 to 450 HCPs and pharmacists (working assumption). Job: confidence to diagnose, initiate and manage treatment.
Broadcast studio · the multiplier

The livestream to every PCP

  • TV studio inside the venue, multi-camera
  • Livestreams the scientific programme
  • Gated to verified HCPs only
  • Arabic simultaneous translation
  • Recorded, edited, on demand afterward
Job: one room reaches the market's whole primary-care community, not just the people in it.

The wall between the zones is the compliance architecture: separate access, sightlines, audio and data. Unbranded disease awareness on one side, the branded scientific world on the other. Built to pass Lilly MLR, per market.

02 / Who does what

We build it. You bring the science.

XLAB · main contractor, both marketsEnd to end, one accountable partner

  • Strategy + creative concept
  • Two per-market identities
  • Spatial design + fabrication
  • AV, LED, lighting, sound
  • Broadcast studio + gated stream
  • Show calling + run of show
  • Venue sourcing + permits
  • Freight, customs, logistics
  • Staffing, security, H&S
  • Influencer + media coordination
  • Photo + film capture
  • Post-event content + report

Eli LillyThe scientific spine

  • Scientific content + brand assets
  • KOL roster; Lilly contracts and pays honoraria directly (the compliant route)
  • MLR sign-off per market
  • Registration approval + claims lexicon
  • HCP-zone guest lists

03 / The money

An honest band. It firms up fast.

Per market
AED 3.0M – 4.0M

USD 817k to 1.09M. One dual-zone event with its own studio. Qatar runs the upper half (venue premium), Kuwait the lower.

Combined
AED 5.5M – 7.5M

USD 1.50M to 2.04M. About 1.85x one market, not 2x: strategy and core creative are built once, adapted per country.

What moves it
Five variables

Attendance per zone · venues held or sourced · MLR ownership + turnaround · KOL volumes · realistic approval dates. A 30-minute call settles most of them.

Planning band, not a quote. Excludes VAT and local taxes, paid media, influencer and KOL fees, honoraria (Lilly direct), government fees, customs and contingency. Ref XLB-LILLY-FUG-260720 · 20 July 2026 · valid to 19 August 2026 · full category breakdown in the attached quotation.

04 / The clock

Backwards from two show days.

Thu 23 Jul
Kickoff call, 30 minutesAttendance, venues, budget alignment, compliance owners.
Week of 11 Aug
Full proposalCreative concept, both market identities, indicative budget by your eight categories.
By 1 Sep
Venues locked, creative signed offSite visits and holds in Doha and Kuwait City.
By 8 Sep
Detailed BOQ + final quotationLine-item: unit cost, quantity, total, per market.
16 Sep / 23 Sep
Production lock: Qatar, then KuwaitVendor and freight orders committed. Point of no return.
~28 Oct / ~4 Nov
Show daysDoha first, Kuwait City a week later.

The one risk, said plainly: approvals can land in September (Qatar) and October (Kuwait), which is at or after production lock. We flag long-lead items early and structure cancellation-protected orders. Every week earlier at kickoff buys runway.

05 / The creative, in two lines

Foundayo's open ring becomes the venue architecture itself: neutral on the public side, fully branded inside the HCP world, the openings in the ring are literally the doors. Each country gets its own expression of it. The full concept and both identities land with the proposal, week of 11 August.

Next

30 minutes this week.

Send two or three windows that work for you and Rana and we will make it happen. Adham gets a full catch-up when he is back in early August.

George Eid Creative Director & Co-Founder, XLAB
george@xlab.agency