THE CHALLENGE
Abbott was heading to CES 2023, the world’s largest tech event, and needed more than a product showcase. They wanted an immersive booth experience proving their commitment to innovation actually means something. The goal: stand out among industry leaders while extending the Be The 1 blood donation campaign by bringing the Mixed Reality activation (and Dr. Mike) to CES, maximizing their investment across both initiatives.
THE SOLUTION
Built a high-tech, interactive booth blending touchscreen posters, projection mapping, and dynamic motion graphics to showcase Abbott’s health innovations. The centerpiece, Reaching the Unreachable, walked visitors through Abbott’s advancements in accessible healthcare. Integrated the Mixed Reality blood donation activation powered by Microsoft’s eye-tracking tech, letting attendees experience the life-saving impact of donation firsthand. Extended Dr. Mike partnership to amplify reach across CES floor traffic, social media, and broadcast coverage.
MY ROLE
Led creative strategy for Abbott’s complete CES presence, connecting booth experience to broader brand narrative.
✔ Conducted qualitative research on past CES booths to define the right look, tone, and experiential approach for Abbott’s presence
✔ Developed strategy to extend Dr. Mike partnership into CES, maximizing ROI by connecting blood donation campaign to tech innovation showcase
✔ Co-wrote Dr. Mike’s script ensuring alignment with Abbott’s messaging framework and medical accuracy standards
✔ Provided creative direction for motion graphics and experiential elements, ensuring storytelling drove design decisions
✔ Collaborated with Abbott’s internal teams and external agency partners to create cohesive booth experience across all touchpoints
THE IMPACT
Event Performance: Booth generated 4,200+ on-site interactions over 4-day event. Mixed Reality activation became most-shared element, with attendees spending average 8 minutes engaging with the experience (3x CES booth average of 2.5 minutes).
Media Recognition: Featured in EXHIBITOR Magazine’s 2023 Best of CES roundup, recognized for merging technology and storytelling into standout experience. Secured broadcast coverage across major news networks featuring Dr. Mike demonstrating the Mixed Reality tech.
Social Amplification: LinkedIn post from Abbott’s official account (3.1M followers) generated 3,980 reactions, 59 comments, 176 reposts. Dr. Mike’s content from CES floor reached additional 420K+ followers across Instagram and TikTok.
Business Value: Positioned Abbott as innovation leader in health tech space. Created reusable booth framework for future trade shows. Demonstrated successful integration of consumer health campaigns (Be The 1) with B2B tech showcase, validating cross-channel strategy.
