- Event Broadcast
- Live Multi-Camera
- Medical Device
A Congress Product Reveal Seen by 1,000+
Sakura Finetek revealed its next-generation staining system at the pathology congress in Basel. EVERYWOW broadcast it around the booth and filmed it for more than 1,000 people.
At a Glance
Sakura Finetek launched its Tissue-Tek Genie staining system at the 34th European Congress of Pathology in Basel. EVERYWOW broadcast the reveal around the stand and cut it into videos seen by 1,000+.
1,000+
reach on social
116
exhibitors on the floor
100+
visitors at the live reveal
Sakura Finetek
Pathology devices, the gold standard for cancer diagnosis
Tissue-Tek Genie
The first fully automated, random-access stainer
Audience
Pathology professionals at the European Congress of Pathology
The Challenge They Came With
Sakura Finetek wanted the reveal to reach the whole congress, not just the visitors accidentally in front of their booth.
- 116 exhibitors, all competing for the same visitors.
- One reveal, one moment, at a crowded stand.
- Not everyone at the booth could reach the front.
- It had to look like broadcast, and work as a video.
Target Group
The people who decide what a pathology lab buys.
- Pathologists and lab directors
- Histology and immunohistochemistry lab managers
- Procurement and lab-operations decision-makers
- Congress delegates across Europe
Who’s on Camera
A katana performer opened the reveal, a nod to Sakura Finetek’s Japanese heritage. The Tissue-Tek Genie stood under a red cloth, until the president of Sakura Finetek Europe pulled it off.
Before any of it, the samurai walked the exhibition hall with a bell to draw a crowd, and EVERYWOW filmed him on the way in. His performance opened the ceremony, before the speakers took the stage. Three cameras covered all of it live, along with the customer and partner interviews at the stand.
How It Ran
EVERYWOW designed and ran the broadcast; Sakura Finetek staged the reveal and left the rest to us.
What Sakura Finetek Does
- Host the reveal at their congress stand
- Organize the product, the presenters, and the samurai performance
- Approve the run-of-show and the finished films
What EVERYWOW Does
- The broadcast concept and run-of-show
- Three cameras, cut live and switched off the grid
- Digital wireless audio for clean sound in a loud hall
- The live feed to screens and eight loudspeakers around the stand
- On-camera interviews
- Event photography across the reveal and the floor
- A full ceremony film and a social after movie
Before
Production Concept
We plan the reveal as a broadcast before the doors open.
Run-of-Show
Mapped beat by beat: the samurai’s walk through the hall, the performance, the speeches, the cloth coming off, so the live cut knows what’s next.
Camera & Screen Plan
Where the three cameras sit and rove, and which screens show the feed.
The Reveal
Recording & Production
Three cameras cut live into one clean broadcast, off the grid on the congress floor.
Off the Grid
Live switching with no fixed infrastructure, run self-contained.
Roving Camera
A wireless camera moving through the exhibition hall for every angle.
Delivery
Handed Over
We edit the reveal and hand it back, ready to publish.
The Deliverables
Everything from the day, edited and handed over.
- Full ceremony film
- Social after movie
- Event photography
On Set
The Hard Part
A congress hall is brutal for wireless: 116 exhibitors and hundreds of Wi-Fi points, all fighting for spectrum. And the reveal ran entirely on it, a roving camera and wireless audio.
And there was one take. It ran clean, not by luck, but because we were prepared before the doors opened.
- Wireless camera and audio in a hall full of competing signals
- One live take, on the crowd’s schedule, no retake
- Held clean start to finish
What Came Out of It
The reveal films reached more than 1,000 people on YouTube and LinkedIn, far beyond the hundreds who saw it live.
The broadcast held the crowd on the day. The films and photography gave the launch a second life, on social and inside the company, after the congress closed.
Let’s Work Together
Plan Your Next Product Reveal
Have a launch or a reveal that needs to reach more people than can stand in front of it? Tell us what you’re planning, and we’ll come back with a clear next step.