Shoval Pro designed and produced a booth stand that included a memorable marketing experience at the dental show in Germany.
The concept: The screw´s movement mechanism performed by the swimmer is merged with the implant´s movement mechanism.

The performance given by the Ukrainian synchronized swimming champion, Ganna Orel, amazed the booth´s visitors at the world´s biggest expo in the dental field, which takes place in Cologne, Germany every other year.
The champion´s perfect spiral moves were merged perfectly with the implant´s screw movements and emphasized the concept of the event: Synchronizing Every Movement.

Right after forging the concept, Shoval Pro located and hired Ganna Orel in Ukraine and flew her to Israel to shoot the video clip. A public pool was rented exclusively for shooting day. The shooting of the clip was carried out with a special filming technique that combined two cameras, while one of the cameras was located underwater and the second was located above them.
For that purpose Shoval Pro hired the services of Hagay Nativ, a photographer who specializes in underwater filming.

The filming´s raw materials were edited to a punctilious video clip that combined the perfect synchronization between the implant and Ganna´s amazing synchronized swimming moves.
The clip was projected over and over in each and every day of the tradeshow on huge LED screens located in the booth.

A huge aquarium was placed between the LED screens. The aquarium was built in Gdynia, a polish city right by the Baltic sea, by one of the biggest aquarium manufactures in the world.
The aquarium was built out of steel, weighed 7 tons and could hold up to 6 cubic meters of water. The transparent side was 8 centimeters thick and was manufactured in a factory in Beijing. 

Over the course of the five days – tradeshow, Ganna entered the aquarium every hour and performed the exercises in perfect synchronization with her filmed moves in the video clip.
Every time the music volume was increased right before the beginning of the show, hundreds of people rushed to the area of the booth, what led to a few minutes freeze in the course of business in the entire hall.

Designing the booth

Right after the ending of each show, Cortex´s sales team members approached the visitors in the crowd and led them into the booth to show them the company´s products, the technological innovations and the variety of services they are providing.

A huge bar was placed right in the center of the booth that was deployed across 150 square meters. The bartender and a crew of waitresses served the visitors food and refreshments.
Small bar tables were placed around the bar and display tables were positioned in the outer ring, where company´s agents hosted the clients and introduced them with the company´s products.
The booth complex also included a semi- discreet salon, two well accessorized storerooms and a meeting room that was designed in the atmosphere of a futuristic clinic.

Two interactive standpoints were placed on both sides of the booth. On their screens appeared promotional models that addressed passers-by and offered them information about the company´s services. Shoval Pro placed these touch screens-standpoints and filmed the models using green screen technology. A sales attendant was positioned next to each standpoint in order to promote the act of sale.

"Miss Colombia" promotes the Cartagena convention

A sales position was built especially to help recruiting distributors for a dental convention that will take place in Cartagena, Colombia; a promotional model was hired for the task of picking up leads.

Shoval Pro picked the saxophonist Yarden Klein to perform in the gala party that took place in the booth. She was flown especially for that evening. She managed to astound the crowd of cortex´s VIP costumers and led them dancing to the sounds of her music.
In the food department, Shoval Pro hired a unique catering services company that spoiled the guests of the party.

As many times before, Shoval Pro proved once more that a creative and clever concept combined with precise execution are the winning recipe for a marketing event.

If you want to turn your next trade fair participation to an unforgettable marketing event, you are invited to contact us.