The Still About Life campaign was intended to deliver the message that Cepheid technology has a direct and positive impact on patient’s healthcare. Using not only traditional methods, such as posters, direct mail cards and billboards, the intent was to use some creative and unique ways to reach both existing and potential customers.
It was decided that five stories would be created and featured prominently in our Still About Life Exhibit trade show booth. These short stories were video taped and demonstrated the impact Cepheid is having worldwide. Each story was grounded in real-world applications and in the exhibit each of the videos was playing surrounded by a three dimensional scene from the video. In addition, the main characters from each video were recreated as life size figures and placed in each scene.
At the 2015 AACC tradeshow, Cepheid presented the Still About Life exhibit. Our booth was divided into two primary areas, designed to support new product announcements while delivering our message in a creative, unique format. One area of our booth displayed a more traditional space, with product demos of our GeneExpert® Infinity systems and plenty of current and new systems around for show and tell, as well as expanded space within the booth for one-to-one or group discussions. The other half of the booth had six connected, but individual spaces. One was an educational theater that featured a looping program with new product videos, as well as educational presentations highlighting data on savings and institutional improvements that Cepheid products have enabled. The other five spaces introduced visitors to the short stories/videos that demonstrated the impact Cepheid is having worldwide. The life size figures shown in each scene, were created by an Academy award-winning special effects team that Cepheid had previously worked with (supplying the diagnostic technology for a film they were involved with). These figures were the highlight of the event and created enormous interest as visitors to the exhibit wanted to have their photo taken as they stood next to the realistic figures.
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