Zimmer Spine is one of the major player in spine surgery industry.Eurospine Congress being the main event of the year in Europe for spinal surgery (5000 participants / 4 days),
the participation to the Congress for Zimmer Spine is a priority (budjet 150-200K €) and a unique opportunity each year to launch new products.
Zimmer Spine aims at introducing his product line in an innovative way as a reflect of his way of thinking.
This time an application of augmented reality is setup to discover the range of Zimmer Spine products through the exploration of a virtual body.
In the bag that is given on arrival at the conference, each participant receives a flyer with a tear-off portion to interact with an interactive table installed on the booth of Zimmer.
At the reception of the application, the table shows a naked body, seen from behind, with a tattoo referring to an assembly of implants from the occiput to sacrum. The user must use the card he has already cut out.
In contact on the table, the application detects the card and allows you to interact with the program.
The overall project was to create a dedicated area on the booth highlighting star products. It was decided to create a kind of exhibition within the exhibition. We prepared frames with tattooed naked backs.
For uninformed people the drawings of the tattoos don't mean anything contrary to our visitors who would recognize spinal implants they daily use. Part of the game is to identify the implants and discover some new items.