TRADESHOW CAMPAIGN
HMS


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Superheroes, Virtual Reality, and a Gold Quill Award


Winner of the IABC 2016 Gold Quill Merit Award for Best Audio and Visual Experience in the Communication Management Division, HMS created a booth experience that drew crowds and drove sales. The Integrity League, a group of heroes dedicate to fighting fraud, waste and abuse in healthcare, became the face of the many tradeshows that HMS attended.

Virtual Reality Game Promotional Video

For a booth draw, visitors could play a virtual reality game where heroes fly through a metropolis collecting HMS tokens and destroying fraud, waste and abuse. The game touched on many of the key areas of HMS solutions. A leader board tracked the rankings of attendees with a chance to win a prize for getting the most points. Many visitors continued to visit the booth multiple times providing more opportunities to nurture the leads, creating stronger sales. This was a year or two prior to the Oculus Rift being introduced on a larger scale to the general market, so the technology was new for most attendees.

Tradeshow Booth

The booth needed to fit multiple configurations, so it was designed to be modular. The largest configuration, 20 foot by 10 foot, featured the two panels with the backlit logomark panel between. It also included two monitors, one for the game and another that played a continuous loop of the superhero-themed product video. The smallest configuration, 10 foot by 10 foot, featured the left panel with the backlit logomark and one monitor for the looping product video.


One Look Guide cover

Integrity League Brochure

Brochures featured comic-style storytelling with heroes fighting the villains of fraud, waste and abuse. Each page focused on a different product in the HMS portfolio.

Exerpts from the tradeshow brochure

Print Ads

Attendees were introduced to the Integrity League in print ads that ran in the tradeshow programs.

Tradeshow ads featuring the Integrity League heroes

Tradeshow Banners

Pop-up banners flanked the tradeshow space providing information on the HMS product line.

Pop up banners featuring heroes flying

Sales Collateral

Superhero-themed versions of the sales and product sheets were offered as takeaways to visitors.

Superhero themed sales and product sheets
  • Creative Director: Tad Dobbs
  • Executive Marketing Director: Brad Cope
  • Vice President of Marketing: Francesca Marraro
  • Copywriters: Brad Cope, Francesca Marraro and Linda Simone
  • Designers: Tad Dobbs, Adrian Garza and Allie Trimboli
  • Video Editing: Chris Fumerola
  • Agency: NextNow

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