Launch a product or an innovation.
At a trade show, your product cannot settle for being on display. To exist, it must capture a demanding audience, make its case, prompt people to try it and leave you with actionable contacts. Four objectives that a single, well-designed sequence delivers seamlessly.
Making your product exist
where attention is most fiercely contested.
Presenting a product or an innovation to an audience of specialists is the most demanding exercise there is. The audience knows the conventions, spots marketing speak and measures out its attention by the minute. A beautiful bespoke stand is not enough: to turn a visit into value, your product has to get its benefit across, prompt people to try it, and send you home with genuinely qualified contacts.
A product placed on a table is not launched, it is displayed. Everything plays out in the staging.
Three levers to
make something new exist.
Reveal, make it understood, make it resonate: the three beats that turn a market launch into an event.
Reveal
Create the anticipation and the moment
A new product deserves better than a shelf. An unveiling, a dedicated scenography, the product lit as the centrepiece: we build anticipation, then the moment of discovery. The product becomes an event, not just one more item.
Make it understood
Make the innovation self-evident
A poorly explained innovation stays just an object. Demonstration, proof, a benefit made tangible, sometimes a game that draws people in: we go from "what is it" to "I want one". Visitors do not read about your new product, they experience it.
Make it resonate
Make people want to talk about it
A successful launch travels beyond the stand: press, social media, influencers, word of mouth. The show brings together exactly the people who spread the word. A moment worth sharing extends your announcement long after the doors have closed.
Get people to try the product,
and convert the trial.
For its product focus at IMCAS 2026, the world congress that brings together more than 20,000 dermatologists, plastic surgeons and aesthetic physicians, La Roche-Posay (L'Oréal Dermatological Beauty group) wanted to stage three product families: build awareness, drive trial, and walk away with qualified customer data.
At the heart of the stand, a "vending machine" activation paired with an interactive quiz built on the clinical evidence behind the flagship product, Cicaplast Baume B5+. Visitors play, learn, confirm their entry by leaving their email, and walk away with the product in hand.
That is a conversion rate of close to 98% from engagement to data: around 1,400 qualified contacts generated by a single activation, from an audience that is 100% professional.
Everyone has the tools.
The difference is the mechanism.
A touchscreen, an activation, a game: anyone can install these tools. What changes everything is the mechanism that connects them: a sequence where the visitor moves forward at every step. They play, they understand, they leave their details, they walk away with the product. Nothing is lost between the attention captured and the data collected by your teams. That is the difference between an activation that goes down well on the day and one that genuinely pays off: qualified contacts and a product people have tried.
Launching a product or an innovation?Let's talk about your launch,
before the big day.
Let's talk about your next trade show. Together, we shape the experience, the engagement mechanism and the conversion journey that turn your presence into real results.