A product launch as a virtual event?

How can a product be presented to a group of international trade specialists who cannot come together at a traditional event? For the launch of the Voluson SWIFT ultrasound scanner by GE Healthcare, Saint Elmo’s Experiential conceived and designed a virtual event. The virtual launch event was held internationally in twelve of GE Healthcare’s sales regions and offered participants the opportunity to experience the new ultrasound scanner with AI technology in a holographic presentation. And all without having to get up from the sofa.

When designing the virtual rooms, we focused on the violet brand colour of GE Healthcare. The minimalist architecture and sketch-like representation of participants also brings the brand to the fore. Core brand messages positioned on selected virtual walls and special lighting effects ensure variety and an effective ambience.

In order to give the product launch the character of an event with a storyline and dramaturgy, the rendered 3D sequences of the virtual event location were mixed with pre-recorded presentations by GE Healthcare specialists. To this end, we established direct exchange between the customer’s specialists and production. And although COVID meant that all filming and coordination had to be done remotely, the collaboration worked brilliantly.

The international product launch event combined all of the pre-produced assets with live feeds. This brought added dynamism to the virtual event and ensured an authentic event experience for visitors.

All services, from conception through scripting, design, 3D rendering and post-production all the way to live mixing, were provided and coordinated exclusively by Saint Elmo’s Experiential.