HOLOGIC
Transforming a product launch through an impactful, story-driven approach.
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.
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.
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.
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.
The following LED applications enhanced the space, enriched the narrative, and captured the attention of attendees before, during, and after the product release:
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.
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.
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.