Using audience engagement to unveil Siemens’ latest healthcare solution in an immersive product launch
Siemens Healthineers Atellica Launch 2019
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Siemens Healthineers, a healthcare focused subsidiary of Siemens AG, launched its state-of-the-art immunoassay & clinical chemistry analyser – Atellica®. To promote their latest product, Siemens decided to host a launch programme for current and potential clients, primarily personnel from leading diagnostic clinics, premier hospitals and renowned experts.
Understanding that a sizable investment was required to purchase this technology, Siemens focused on showcasing the features of the landmark machine to its customers in a unique and classy way.
After brainstorming, we conceptualized a dual-layered experience for the launch. We began the event with a simple keynote focusing on the features and uses of the product before making the audience reveal the Atellica® solution on their own.
We realized the best way to achieve their objective was to give attendees a live demonstration of the product. Deciding to enhance the grandeur of the event by creating an engagement-based movable split LED screen, the audience was asked to point their lazers on screen. The LED screen split to either side to reveal the remarkable Atellica® Solution on stage itself. An experience zone was also crafted on stage so attendees could see and interact with the machine in front of them.
Post reveal, the audience were amazed and astounded with the unique and engaging reveal they participated in. They were then invited on stage to practically understand how the machine works and the benefits it delivers. This also served as a spark to the networking session and facilitated meaningful interactions between the guests and the Siemens experts on stage.
The unveiling of the product sparked intrigue and wonder amongst the attendees. The flawless execution of each individual element leading to a state-of-the-art experience was the decisive factor leading to the success of the launch.