and entertain AACC / CLMA attendees … while retaining a focus of Roche products as the stars of the show . “ You walk a fine line when trying to attract people with something new and different , without overwhelming the product message ,” Media Matrix president and executive producer Michael Olenski said , “ We wanted to make sure that the total experience led directly to the Roche products .”
To this end , careful planning with diagrams and models were used to determine the way in which attendees would be guided through the various presentations and products contained within the booth . The 40 x 50 foot exhibit area was designed to be open and inviting to attendees . There were no hard walls or obstacles within the booth . Backlit panels were brightly illuminated with product artwork , and the counters , manned by Roche sales representatives , resembled various Roche products . To the rear of the exhibit area was a theater 30 x 20 feet and 12 feet high constructed to resemble the COBAS INTEGRA ® Analyzer , one of the three diagnostic testing products being demonstrated during the show .
As attendees entered the exhibit area , they were directed to the COBAS INTEGRA theater for the “ Roche Experience .” To the left of the theater entrance , video kiosks showed a series of customer testimonials to attendees prior to entering the show . As the door to the theater opened , attendees saw only the Roche logo at first , then as the logo faded to black and music began to play , black and white photographs lit up one-by-one . A narrator expounded upon the future of diagnostic testing , but these black and white pictures were 30 years old ; reminiscent of an old museum display . About 20 seconds into the presentation , as attendees began to wonder what they had gotten themselves into , the narration and music stopped . A six-foot tall “ talking head ” appeared on a projection screen behind them . The face exclaimed “ Wait ! Wait a minute ! That ' s not the future ! You already know where you ’ ve been ... we want to show you where you ’ re going . Just follow the lights and experience the future of diagnostic testing ." Futuristic music began , the face disappeared , and the screen retracted into the wall exposing another room filled with smoke and 13 video monitors , randomly positioned on the walls and varying in size . Computer controlled lights guided the attendees into the room where a new show began . High fidelity music and narration filled the room as the video monitors displayed a variety of imagery relating to the COBAS INTEGRA . Four synchronized digital video players enabled different monitors to display different images . The attendees received a barrage of video imagery throughout the show as the focal point switched from one monitor to the next . As the end of the show drew near , the walls and floor began to vibrate as a low roar filled the room . Suddenly , all of the screens went black , there was a moment of silence and the COBAS INTEGRA logo exploded onto every screen . The lights faded back up and the door to the theater opened revealing two COBAS INTEGRA systems being demonstrated by Roche sales representatives .
Two computer-based interactive multimedia kiosks also enabled attendees to interactively select from an abundance of information about Roche products and services . The kiosks ’ high-resolution graphic screens included animation , 25 minutes of narration and over 50 short video segments delivering a corporate overview of products and services , product specifications , customer testimonials and a full database of all Roche diagnostic tests . A built-in data-tracking module recorded all interactions between the attendees and the kiosk as well as the amount of time spent with each topic for review by Roche Diagnostic Systems . Media Matrix has since produced a CD-ROM version of the kiosk which was distributed to all Roche sales representatives and to prospective customers worldwide . Currently , plans are underway to produce the interactive CD-ROM in five different languages for worldwide distribution .
The end result : An experience which appropriately and memorably symbolized the new and dynamic aspects of Roche and its products , and which showed attendees how to “ Challenge Your Vision ” about the future of their field . When the AACC and CLMA trade shows were over , it was clear that “ Challenge Your Vision ” was a success … and that Roche Diagnostics , thanks to Media Matrix , had taken full advantage of a rare opportunity to attract qualified prospects and show them something truly new and different .
Media Matrix is a Horsham , PA-based communications company involved in the production and staging of business meetings , webcasts and teleconferences ; interactive multi-media development ; videotape production and print collateral design .