ZEISS Hero Journey

About Project

ZEISS Industrial Quality Solutions, a leading manufacturer of multidimensional metrology solutions, partnered with Hamilton to create a standout experience at the International Manufacturing Technology Show (IMTS) 2024. With IMTS serving as the largest lead-generating opportunity for ZEISS, the challenge was clear: develop a compelling, immersive experience that would leave a lasting impression while effectively showcasing their extensive portfolio of products and software in a highly competitive environment.
The innovative exhibit design focused on simplicity and visual impact. The entire experience was intentionally kept white, providing a clean and modern backdrop against which the ZEISS logo and products could take center stage. Two towering structures anchored the exhibit space, drawing attention with their large anamorphic video walls. Enhancing the attendee experience was carefully designed through a guided hero journey, which used gamification to engage viewers and drive deeper exploration.
To encourage participation and simplify the experience, Hamilton developed a web-based app optimized for mobile devices. Before the show, select IMTS attendees were invited via email to pre-register for the experience, providing them access to an exclusive custom landing page with additional details about the event and a chance to sign up early. Once onsite, the experience unfolded across seven distinct product zones, each equipped with a prominently displayed QR code. Attendees could explore the zones in any order, scanning codes to access product details, answer multiple-choice questions, and choose to receive e-literature or schedule a follow-up meeting. For those who pre-registered, the process was seamless—they were guided directly to the zone page for their first scan. New participants could quickly register onsite and proceed with their exploration. Throughout the zones, touchscreen kiosks offered immersive interactions, and the experience concluded in a hospitality area outfitted with a cappuccino bar, where rewards were handed out based on the number of zones completed.
The experience provided valuable insights into high-traffic zones, offering ZEISS a deeper understanding of attendee preferences. Detailed time-stamped interaction data revealed peak engagement times, while individual zone tracking offered insights into specific areas of interest. Valuable registration data was collected through the app, including email addresses, demographics, and professional details, empowering ZEISS to deliver personalized follow-ups and targeted marketing.
Attendees benefited as well, receiving follow-up emails containing their requested e-literature and a thank-you note—even if they hadn’t completed the entire experience. A real-time analytics dashboard provided the ZEISS team with instant access to live data, enabling on-the-spot adjustments. This ensured the exhibit remained dynamic and engaging, maximizing interaction and attendance throughout the IMTS event.