J&J – Diabetes Interactive Exhibition Booth

Overview

A high-impact congress booth experience designed to launch a new SGLT2 inhibitor at EASD, while showcasing the combined strength of the Johnson & Johnson family of diabetes companies.

The Challenge

EASD is one of the most competitive congress environments in diabetes. Johnson & Johnson needed a booth experience that would successfully launch their new SGLT2 inhibitor for type 2 diabetes, while also clearly demonstrating the collaborative, patient-focused approach across Janssen, LifeScan and Animas.

The experience had to attract delegates, guide them naturally through the space, support meaningful conversations with KOLs, capture data, and ensure visitors left with a clear understanding of the product’s benefits — all while standing out in a crowded exhibition hall.

Conclusion & Results

The Approach

We designed a message-led, interactive booth experience built around how healthcare professionals learn and engage in busy congress environments. Rather than overwhelming delegates with information, we created a guided journey that broke complex clinical data into clear, focused interactions.

The experience combined physical interaction with visual storytelling to spark curiosity and encourage participation. An arcade-inspired aesthetic helped the booth stand out, while a series of themed stations allowed delegates to explore key product messages at their own pace, supported by simple instructions and intuitive design.

Close collaboration between strategy, creative, technical and production teams ensured the experience aligned with the launch brand, met tight congress timelines, and gained swift approval from brand and legal teams.

Key deliverables included:

Congress booth concept, design and production
Interactive information stations focused on key product messages
Physical and tactile engagement tools
Visual storytelling and data visualisation
Guided delegate journey and data capture system
Portable version of the experience for use at smaller meetings

Each station focused on a core aspect of the product profile — HbA1c and safety, weight loss, and sugar reduction. Delegates were invited to take part in simple, guided activities that reinforced the clinical data through physical interaction.

For example, branded weights were used to demonstrate weight loss outcomes, while containers of sugar cubes provided a clear visual representation of sugar reduction. Safety and efficacy data were presented in a clear, logical way, allowing HCPs to explore information confidently and meaningfully.

The Impact

The booth successfully launched the new SGLT2 inhibitor in a way that was engaging, memorable and easy to understand. Delegates spent longer at the stand, conversations were more focused and informed, and the experience helped position Johnson & Johnson as a collaborative leader in diabetes care.

Following EASD, the concept was adapted into a portable format, extending its value beyond the congress and supporting continued engagement at smaller meetings and events.

“OSP is an outstanding agency with three key benefits. Firstly, excellent organisational skills which were evident throughout the project. Secondly, outstanding creative abilities which lead to the creation of a truly innovative booth that really stood out in the exhibition hall — and was showcased in our results which lead to the highest share of voice with over 1,000 booth interactions. Thirdly, strong interpersonal skills; OSP truly became part of the team, taking time to understand our objectives and our brand and continuously pushing our marketing approach towards the better.”