HOLOGIC

Transforming a product launch through an impactful, story-driven approach.

Client

Hologic

Solution

Industry

Project Brief

Hologic, a leader in mammography technology, tasked Derse with unveiling their next 3D mammography solution, Envision, at RSNA 2024. Derse developed a story-driven approach, integrating cutting-edge technologies to transform Hologic’s traditional trade show environment into a dynamic platform for engagement before, during, and after the product launch.

Derse Hologic RSNA trade show

Hologic was poised to introduce their next-generation mammography gantry, Envision, to the global market at RSNA. To ensure a successful outcome, Derse and Hologic established the following goal: Introduce the Envision product in a memorable way through an impactful, story-driven solution.

 

CHALLENGE

Derse was asked to develop a solution that effectively captured the energy and impact of the Envision product, while emphasizing its benefits to the target audience. Additionally, the reveal had to enhance the customer journey throughout the event, providing attendees with hands-on opportunities to explore the key features and benefits of the Envision platform.

SOLUTION

Through careful collaboration between the Derse and Hologic team, we developed the emotional story Hologic wanted to tell – how the Envision platform will reimagine mammography for radiologists, technicians, and ultimately patients. Accompanied by relevant testimonials and images, this critical element served as the foundation behind our creative strategy, inspiring the purposeful use of the below integrations to augment Hologic’s narrative approach.  

Derse Hologic RSNA trade show
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Audiovisual Application

To elevate the space and our storytelling, well-choreographed lights, music, and digital animations were integrated throughout the environment. Even Hologic’s signature energy ribbon, accompanied by quotes that highlighted challenges patients often face, was digitalized and integrated across the entire digital ecosystem.

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LED Integrations

The following LED applications enhanced the space, enriched the narrative, and captured the attention of attendees before, during, and after the product release:

  • LED backdrop as a key architectural feature and prominent platform for messaging
  • Two interactive LED plinths complemented the LED backdrop, extending the reveal experience into the audience before becoming interactive tools for exploring the technology’s features and benefits after the reveal
  • The LED moving door conveyed Hologic's story and messaging in a visually striking and dramatic manner, while functioning as a continuation of the LED canvas
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Mechanical Moving Stage

To dramatize the unveiling of the product, a mechanical stage, hidden behind the moving LED doors, slid forward to introduce the platform that would reimagine mammography for radiologists, technicians, and patients.

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Hands-on Product Engagement

As the event's centerpiece, Derse designers prioritized integrating the Envision product within the space during and after the reveal, using multiple units for live demos and presentations during RSNA.

RESULTS

Throughout the conference, high levels of attendee traffic and engagement were tracked throughout the exhibit before, during, and after the product reveal. With nearly 39,000 attendees at RSNA, there were more than 2,300 reactions and engagements on Hologic’s social media accounts after the product reveal. It was clear Hologic’s investment in a story-driven approach was highly effective in introducing the Envision product to the world.

 

CHECK OUT THE HOLOGIC RSNA 2024 SIZZLE REEL

HOLOGIC GALLERY

More images of Hologic at RSNA 2024.