Siemens – AACC
- Location: Philidelphia
- Industry: Healthcare
- Size: 60×60 - 70×70
Siemens is always a destination booth, but this year at AACC was bigger than other shows. Siemens Healthineers launched a new game-changing product in the clinical diagnostic industry. This new product completely changes the way a clinical lab operates and sets the bar for all other industry suppliers.
The build up to the product launch began months earlier with teasers in industry publications and social media, hyping the product launch. The next phase was blanketing Philadelphia in the days preceding the show with teaser images about the game changing product that would be unveiled the opening day of the show. This included airport signage, city billboards, bus and taxi signage, hotel coverage, door drops, and show site sponsorships. The effectiveness of these efforts can’t be overstated, and the booth was packed with what seemed like every attendee at the show for the product launch.
We designed a dramatic exhibit that focused on the new product launch and unveiling while not reducing the importance of all other Siemens products at the show. We packed this exhibit with interactive pieces to both educate and excite Siemens’ prospect customers. From the grand unveiling, to building a dream lab in virtual reality, the Siemens exhibit made an impact like very few have before. Check out the video below to see highlights from the show.
We created an enclosed room with frosted smart glass on three sides. The new product remained hidden inside this room until the grand unveiling. The frosted glass provided a projection surface for teaser videos, a count down, and dramatic product media as part of the unveiling. As the president of Siemens Diagnostics introduced the new product, he touched the glass wall and they all turned from frosted to clear to display the new product inside for the first time.
For the rest of the show, the smart walls alternated between transparent and solid with video content being projected on to them, virtually turning them into screens to display content.
VR Walk Through
Attendees were able to take a full walk-through tour of an automated diagnostic area in a Siemens clinical lab in virtual reality. Participants were outfitted with an Oculus Rift headset and disposable headphones as they were immersed into a digital world. Other attendees were able to watch on LED screens as their peers explored a 360 degree, three dimensional lab featuring some of Siemens’ greatest products.
Build Your Own 3D Lab
One of the most exciting and interactive elements in the exhibit was the ability to place miniature models of Siemens equipment on a digital grid and have it populate a digital lab on large LED screens. No more imagining what your dream lab would look like and how it would function. Siemens made their dream a reality, which helped attendees experience the value those elements would provide in their own lab.
This year’s exhibit featured floating, glowing globes in the center of the booth. These globes changed colors and moved vertically to bring a sense of life and energy to the space. The Siemens Heathineers logo features 9 orange circles, making the moving globes a nice tie-in to the brand. These globes had attendees pulling out their phones to capture the experience on video, and was a strong visual pull throughout the show. You can see them in action in the highlights video above.
LED Multimedia Walls
This exhibit was covered from front to back with LED walls. These walls featured interactive means of engaging with the Siemens brand, and learning more about the products featured there. Many LED walls had tablets connected to allow users to engage with the content and craft their own experience.
With so many walls featuring dynamically changing content, the entire exhibit felt alive and active. Attendees may have experience a small case of sensory overload, but Siemens set the bar high with this exhibit, and it was no surprise to see every attendee interested in experiencing this incredible space.
Post Show Marketing
Nurturing leads after the show is usually an overlooked strategy, but has been proven to pull in prospects that would have otherwise slipped through the cracks. A comprehensive nurturing strategy was put in place after the show to retain the momentum from the show’s exciting product reveal and interactive elements.
Attendees were re-targeted across various platforms, and received personalized emails based on their behavior and interests at the show. There is so much to see and take in at a trade show, it would be foolish to believe attendees retained all the information they received in your exhibit. Siemens gathered the right information during the show which allowed them to effectively have a follow up conversation to stay connected and top of mind.