Exhibition
Brand Activation
Widya Genomic, a leader in genetic testing, participated in Senior Expo 2024 to connect with a growing demographic seeking preventative health solutions. With increasing competition and limited on-ground presence, the brand needed a booth that not only attracted attention but also built trust and relevance with an older, health-conscious audience.
Client:
Widya Genomic
Role:
Creative Director & Spatial Designer
Year:
2024
Challenge
The previous year's booth had a larger budget (IDR 75 million) but lacked strategic focus, attracting high foot traffic yet low engagement. For 2024, the challenge was to cut costs nearly in half—down to IDR 40 million—without compromising on impact or brand perception. The goal was to create a more purposeful experience that resonated with the right visitors and encouraged meaningful conversations.
Objective
To design a targeted, cost-efficient booth that maximized brand visibility, educated visitors on the benefits of genetic testing, and ultimately drove qualified conversions. Every element—from spatial layout to visual storytelling—was crafted to position Widya Genomic as an innovative yet accessible solution for aging individuals seeking proactive health care.
Results
The new booth delivered beyond expectations. Despite a smaller budget and fewer visitors (300 vs. 500 the previous year), the booth achieved a higher conversion rate, generating IDR 80 million in direct sales—just shy of last year’s IDR 100 million but with nearly half the traffic. This proved the design was not only efficient but highly targeted, with a more focused audience and a stronger brand presence that increased engagement and trust.
