Philips Tells its Brand Story via Client Testimonials
At last year’s Radiological Society of North America (RSNA) conference, Philips Healthcare kept its booth simple and sleek. The spacious exhibit was constructed using translucent fabric walls set up around a central path that led visitors through a series of boxes that told the Philips Healthcare story via client testimonials. The light and open environment embodied the Philips Healthcare’s corporate brand promise: sense and simplicity. The exhibit was well lit using mostly Philips Lighting Division products like LED fixtures, theatrical lights and plasma products. Aaron Weiner, an actor hired to be the face and voice on the event’s website, greeted and guided attendees through the booth via video presentations.
The booth was 95 percent green, using recyclable materials including low energy usage Philips plasma screens and carpet made from recycled soda bottles. Philips also made sure that the all of its 1,000 staff members working the exhibit were on the same page. It created a staff education microsite (featuring Weiner) with mandatory assignments and a pre-show booth orientation video and walk-through.
The booth received more than 13,000 visitors over the course of the conference.