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Dynamic Digital Advertising Unveils Radical The Client: Medical Trade
Show Design for Oncura™ The
Setting: High-profile Medical Trade Show The
Challenge: Meeting Trade Show Deadlines The
Solution: Radical Trade Show Design by DDA
The 20ft x 30ft display trade show exhibit featured two concentric circular banners which detailed the many benefits of the Presice™ cryoablation system. The machine itself was presented on a rotating platform that allowed passers-by to see the new systems and that invited them to enter Oncura’s display area for a closer look. The 20ft x 60ft display featured 17 LCD screens that continuously aired a video that was shot, animated, edited, and produced by Dynamic Digital Advertising. The serpentine banner that ran overhead featured milestones in cryotherapy and mirrored the pattern of the blue and white carpet that was placed beneath it. White leather sofas were placed around the screens as well as in two demonstration areas. The first area presented Oncura’s brachytherapy system, while the second offered continuous demonstrations of the current SeedNet Gold™ cryotherapy system. The 40ft x 50ft booth provided two demonstration areas where Oncura’s experts continuously ran demonstrations with the two Presice™ systems located in opposite carpet-delineated circles. The banner that ran overhead combined facts on the history of cryotherapy along with product introduction information. In the middle, a coffee bar allowed trade show attendees to comfortably observe a demonstration. For the comfort of the AUA audience, more white leather sofas were arranged around the demonstration areas. Among all three display areas were reception desks featuring Oncura’s corporate logo. On each desk were machines in which users would scan a trade show ID card. Any one of the seven machines could capture the user’s name and contact information which provided Oncura with organized, valuable feedback about who was visiting their trade show display. The result of the entire trade show display’s continuous design was an inviting, open-air atmosphere. Traditional trade show booth designs tend to have tight, closed-in, walled spaces that can accommodate only a small number of people comfortably. Dynamic Digital Advertising’s radical trade show display lifted all elements off the ground and allowed attendees to focus on the new product introduction and to move freely in and out of Oncura’s displays, which meant more people were able to observe the function and benefits of the Presice™ system. As an added benefit, Dynamic Digital Advertising also designed a modular format for the banners. Both light-weight and laminated, these sturdy banners can be taken apart and reassembled in many different shapes and configurations to accommodate booths of different sizes and dimensions at future trade shows for years to come.
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