Target Audience:
Healthcare professionals attending SGO (Society of Gynecologic Oncology) Conference

process

To align with the conference, the campaign had to be short term flight, multi-channel, hyper targeted around the conference location with the use of traditional, non traditional, peppered with some guerilla tactics.

As I began my market research, a couple factors were clear but what stood out the most was that I needed understand the attendee’s journey. To maximize reach, I road-mapped, scouted and proposed solutions at the airport, train stations, as well as near the conference location, tourist spots, dining and downtown shopping. Additionally, rideshare, taxi and possible locations for permitted media and guerilla style activations.

solution

• MSY Airport – Baggage Claim Exhibit space for pop up exhibit, 4 Week Flight
• MSY Airport – Baggage Claim digital monitors, Short Term 2 Week Flight
• MSY Airport – Baggage Claim Sofit Wrapsm Short Term 2 Week Flight
• Fully Wrapped Chartered Bus – Provided chartered rides from the Hyatt Regency to the downtown areas and staged. Short Term 5 Day Flight
• Wallscape – High impressions with location from the highway and traveling to the conference location. Short Term 2 Week Flight
• Mobile/Static Full Video Projection – Guerilla style activation. Routed and positioned in highly populated restaurant and tourist downtown areas. Short Term 3 Nights starting at Dusk / 5 hours per Night
• 100 Double-sided taxi tops Domination – Circulated the market for 2 Weeks
• Rideshare Partial Wrapped Vehicles – 15 Rideshare vehicles circulated the market with location and attribution data. Short Term Flight 5 Day Flight

outcome

Tesaro dominated the market in a cost effective, short term way while bringing awareness and reach to their audience of health care professionals attending the SGO conference.

interactive projection

Target Audience:
Healthcare professionals attending PAIN Week 2019 conference

process

My main focus out the gate was towards site analysis for projection placement, installation an dismantle logistics, projection light throw from trussing, show services, and most importantly, attendee engagement with the interactive projection. While working in tandem with internal teams, developers, AV partner, legal regulatory and show organizers, I liaised the meticulous details and framework specifications to develop and launch an impactful, seamless booth driving campaign.

outcome

Positioned in front of the exhibit hall entrance, the projection surprised and delighted attendees walking into the exhibit hall ultimately driving traffic to the Pfizer and Lily exhibit.

CLICK HERE FOR SIZZLE REEL

from the ground up

A few years prior, Webtoon approached us with an 8-week rush request to construct a 20×40 island booth at the Denver Comic Con and kick off their “test” US market expansion. Myself and the events team were up for this challenge working around the clock with late night phone calls, virtual meetings, emails, budget estimates, rounds of rough sketches, 2D/3D designs reviews with the Webtoon US-Los Angeles Marketing Team, Korean Art Team, US Exhibit Partner and show stakeholders. Powered by coffee, a ton of logistical paperwork and gigantic creativity, we were able to pull together an impressive, well received rental modular solution that allowed for brandability, customizations and cohesive flow from space to space, bubbling with hands on experiences. Fans were able to meet their favorite Webtoon creators and new creators were able to participate in Webtoon’s “Creator’s Wanted” campaign to seek out new and fresh US talent. Curious on lookers discovered Webtoon for the first time, speak to Webtoon staff directly and explore the free digital platform in real time at the booth. 8 weeks prior, no one would have known that this was all a blank canvas and an idea.

imagine, create, build

Pulling in big impressions and a strong foundation, Webtoon committed to a 2 year 3 – 4 market program. The Webtoon team kicked off the program with several boxes to check. The layout would need to allow for a larger shoppable merchandise area with storage, a PR space, a VIC “Very Important Creator” lounge, a real time user platform kiosk, a creator/artist meet and greet signing area, accessible in booth hidden storage space, a “bonus” post-it drawing wall, and 2 unique experiential spaces that captured measurable quantifiable data about their attendees. With so many goals in mind, it was clear to me that Webtoon’s booth had to be sustainable and adaptable to new initiatives, growing fandom and show to show rules and regulations throughout the US markets and convention centers. It was super important to map out the booth flow and fully understand the day to day activities. Comic Con booth traffic flow and aisle safety was huge challenge with so many engagements happening at once in and around the booth, (People herding might be the most strategic chaotic dance ‘live’ event producers tackle). This “smart” layout required stanchions, gaff tape, booth security and crowd controllers with the assistance of a strong show management relationship and forgiveness to ensure aisles would remain clear. The idea of an immersive digital photo booth space along with an immersive balloon insta-grammable room would provide more information on impression data and movement of attendees in the booth space. Both spaces captured social sharing capabilities, SMS and email collection with impression data analytics. Additionally, real time participant head counts of giveaway items, artist signings and merch sold all would help provide some quantifiable data Webtoon needed.

Late nights, emails and gallons of coffee with teams, I oversaw the all the details of design and implementation, from developing the booth traffic flow throughout the spaces, customized rotating hanging sign, curating specialized furniture, managing custom built furniture, printed and digital assets, video and photography down to coordinated on-brand snacks and beverages in the published artist green room. I built out their robust budget and allocations, thus securing a continued partnership and ownership of a modular exhibit structure, panels, flooring, furniture pieces and other booth assets.

solution

The culminated 30’x40′ island footprint fulfilled all of Webtoon’s requests. Brand ambassadors assisted with all booth activities, crowd control/booth flow in, out and around the booth, premium/collateral distribution and hyping up Webtoon. A larger in-booth storage closet behind the merchandise area, and a storage closet attached to the lounge room allowed for quick accessibility of colleterial, A/V equipment and personal belonging. Now we had functional spaces, sales opportunities, shared experiences, long lasting memories and great examples of KPIs.

CLICK HERE FOR SIZZLE REEL

Process

Using a streamlined RPF approach, I was able to develop a robust budget that was inclusive of site scouting, venue, catering, print, fabrication, furniture, A/V, experiential digital platforms and live experiences. Once we received the green light, it was go time to curate and create the Webtoon environment. From that point it was a whirl wind of emails, phone calls and weekly agenda meetings with Webtoon and vendor partners to facilitate all the behind the scenes for a seamless event in the front of house.

Strategy

Partnered with Webtoon PR, we distributed customized exclusive invitations on Comic Con floor to after party. Formulated a wonderland of immersive themes including a retro 90s NYC grunge, Casino game night and Alice in Wonderland. Roof top and multi floor parties were fully decked out with heavy hors d’oeuvres, live tattoo artists to tat up guests, custom-built skate deck wall, live Super DJ’s, specialty cocktails, graffiti sign in walls, and an interactive green screen photo booths. Amplified the party with stunning visuals with unique lighting technology, custom program 3-D projection mapping, themed props and other custom interactive branded elements.

Results

The best part of running any event, is when you see a sea of smiling faces. Over 300+ guests attended the party each year, including members of the press, celebrities, social influencers, and major players in the comic and entertainment industry. The interactive photo booth brought in over 15K impressions on social media platforms and the parties were always extended into the early morning hours.

strategy

Ascensia approached my team with a continuation to their annual tradeshow program initiatives to kick off new branding along with the launch of their CONTOUR™ NEXT ONE line of diabetes monitoring systems. They were looking for an entirely new booth structure and floor plan to drive traffic and engagement to the booth, build brand awareness, diabetes monitoring education lead capture conversion and feature the new device Contour Next One monitors.

outcome

Ubiquitous rebranding of Ascensia graphics, booth layout and custom structures. Created engaging and inviting booth flow, multiple accessible programmed e-source center(s), highly immersive customized 70” touch screen gaming technology with leaderboard, user friendly touch screens to explore Ascensia’s website, custom SEG fabric and printed hard panel walls with LED inlay, fully customized SEG modular overhead sign, custom kiosks to feature monitor systems, custom wrapped counter displays.

insights

Discerned cost savings for program through show-to-show strategic logistics, repurposing and reconfiguring overhead sign, custom panels, furniture, monitors, gaming technology and carpet at inline and  island booth shows within the program. Ensured booth traffic flowed with ample storage, hidden electrical, IT while adhering to Association’s and IAEE rules and regulations.