Woven Insights
Holograms Empowered Health Care Heroes and Transformed Conference Engagement
During a national conference in 2024, the Proto Experience campaign set out to redefine attendee engagement and reinforce therapeutic options for infection prevention. By leveraging cutting-edge holographic technology, the initiative empowered health care professionals to become the heroes of the story, fostering meaningful connections and reinforcing the client brand’s commitment to innovation and care.
the challenge
Conference attendee expectations for engaging, memorable experiences are higher than ever, and the competition for attention among companies continues to intensify. In 2024, the objective was not only to surpass these rising expectations but also to fundamentally shift the narrative and perceptions surrounding infection prevention.
The team recognized that traditional approaches would likely be lost in the packed exhibit hall. But the challenge extended beyond generating excitement. It was about celebrating the commitment of health care providers to their communities and reinforcing the brand’s dedication to supporting them.
This required an activation that would seamlessly integrate key clinical messages, foster real connections, and leave a lasting impact on every attendee who engaged with the brand.
the solution
To address these challenges, the Woven team created a bold, innovative experience that captivated and honored clinicians for their essential role in advancing care.
the booth experience
- Hear from an expert: Attendees interacted with a pre-recorded, three-dimensional video of a key opinion leader, sharing vital insights on prophylactic infection prevention.
- Test your knowledge: An interactive quiz allowed attendees to test and reinforce their knowledge about pre-exposure prophylaxis, boosting their confidence in prescribing therapeutics.
- Become a hologram: The highlight was the Proto Box, where attendees transformed into life-sized holograms, using signs to share personal messages about prevention and care. This immersive experience bridged the gap between booth engagement and real-world conversations.
personalized takeaways and follow-up
- Personalized magazine: Each attendee received a custom magazine featuring their photo on the cover, emphasizing prevention strategies, addressing misconceptions, and reinforcing national treatment guidelines.
- Post-conference email: Attendees received a tailored follow-up email with a link to their personal hologram video, providing a unique keepsake and reinforcing their engagement with the campaign.
the results and impact
The campaign generated extraordinary interactions. Attendees didn’t just visit the booth—they actively engaged, connected, and left inspired, far exceeding expectations for conference interaction.
These experiences seamlessly integrated key brand messages and social proof, mirroring the conversations field teams have with HCPs.
Personalized takeaways and follow-ups ensured the campaign’s impact extended beyond the conference, solidifying the brand’s commitment to supporting providers and driving innovation in care.
the takeaways
- Innovative technology drives engagement: Leveraging holographic experiences can transform traditional booth interactions into memorable, empowering moments. But they must be executed thoughtfully and as part of an integrated program.
- Personalization matters: Custom takeaways and tailored follow-ups reinforce key messages and foster deeper connections with HCPs. Plus, including the attendee’s image reduced the chance the print piece would be immediately discarded.
- Storytelling is powerful: Honoring HCPs as the heroes of the narrative strengthens relationships and elevates the brand’s role in advancing care.
- Seamless brand integration: Aligning interactive experiences with core brand messages ensures consistency and maximizes impact across touchpoints.