For the AACN (American Association of Critical-Care Nurses) show, Baxter wanted to showcase their ICU innovations to purchasing decision-makers and influencers.
To draw participants into the multi-station booth, under the theme "Built for My ICU," we created a feel-good activity that gave critical-care professionals a chance to salute ICU staff on a tribute wall, while also generating a contribution to a local healthcare volunteer organization. Participants could write a message and adorn it with emoji-style stickers. 
With their tribute complete, attendees would receive a contribution card. Engagers would encourage them to explore the booth demo stations, including a participatory live presentation. Each station visited increased the donation.
By leveraging insights around the importance of teamwork and commitment to the audience, we helped Baxter create a seamless brand experience that generated hundreds of sales leads.
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