Greetings from beautiful Amsterdam! We’re here in the heart of The Netherlands at ERA-EDTA helping our client Baxter Healthcare with their newest product launch. Wanting to “own this show”, we produced a teaser campaign that began at Schiphol airport in the arrivals corridor and baggage pickup, and stretched along the highways, in the form of outdoor billboards, leading up to the RAI congress center. We also placed media in Metro stops leading up to and at the RAI stop, ensuring we’d grab as many eyeballs as possible prior to attendees reaching the congress floor. But we didn’t stop with traditional media. We also utilized ambient tactics to reach our audience in the immediate vicinity of the congress hall. Ambient tactics included having 14 branded hostesses carrying 7ft-wide message-carrying balloons around the congress grounds, and employing 10 branded pedicabs that ferried attendees from the front of the venue to the nearest metro stop.

All of these efforts outside of the congress led to building intrigue for our product launch inside the congress hall. There is where we really paid it all off! On opening night, we produced a booth curtain drop, revealing the new product to throngs of customers and providing a very dramatic introduction to the show. To support the launch, we utilized entirely new technology to produce one of the most innovative booth tactics in Attractic’s history. Our new tactic is a 3D motion control experience that allows attendees to have an almost out-of-body experience – they don video goggles and see their 3D hands interact with items on-screen, while taking a deeper dive into our product’s benefits. Combining cutting-edge motion control technology, video goggles, and custom programming ensured that this was an experience that could be found nowhere else. The spectacle of watching users interact with empty space, but realizing that they were indeed moving objects that could not be seen, was enough to captivate every passer by, and proved to be an absolutely successful booth draw technique. Hundreds and hundreds of attendees took part in this mind-bending experience and their feedback has been some of the best ever.

Nothing beats Europe in the summertime, and Amsterdam is no exception. Beautiful weather and possibly the friendliest people in the world kept smiles on our faces. And after such a successful congress and launch, I’m sure our clients are smiling as well.

‘Til next time – Seth