Event Marketer Summer 2023 - 53

BEST MOBILE MARKETING TOUR (B-TO-B)
For the sales team at GE Healthcare, rolling out a new product
was not always an efficient task. Generally, sales team members
would visit various hospitals and clinics in a day, lugging heavy,
bulky equipment inside for demonstrations before packing
everything back into a van and traveling to the next location. For
the launch of the Voluson Expert 22, a new ultrasound machine
developed for women's health care, a mobile solution helped
engage medical professionals in one controlled environment
multiple times a day and show off the product's capabilities.
With routes that ranged from Seattle to Miami and New
GOLD AWARD
CAMPAIGN: Voluson Roadshow
CLIENT: GE Healthcare
PARTNER: CLAMOR Experiential
York to San Diego, GE Healthcare employed two vehicles that
traveled to 36 markets over the course of nine weeks. Two
large box trucks were fully customized to create a mobile luxury
showroom experience, with three ultrasound demonstration
stations inside a roomy, climate-controlled space complete with
a beverage station and custom LED lighting.
The tour officially kicked off at GE Healthcare's national sales
meeting in St. Louis, where team members were able to tour
one of the vehicles and discover how they could leverage the
trucks in their launch efforts, with the ability to schedule up to
12 demonstrations each day.
BEST MOBILE MARKETING TOUR (B-TO-B)
General Motors is on a path to an all-electric future by investing
$35 billion globally in EVs and AVs through 2025 and planning
to completely phase out vehicles using internal combustion
engines by 2035. Accidents are still a reality in an EV world, but
they are different from those involving internal combustion
engine vehicles. GM wanted to clear up any misinformation
surrounding EV crash safety, particularly among first and second
responders.
GM developed the Battery Electric Vehicle First Responder
SILVER AWARD
CAMPAIGN: Battery Electric Vehicle
First Responder Tour
CLIENT: General Motors
PARTNER: MVP Collaborative
Training tour, a multi-market experience that would bring the
classroom and the accident scene directly to police, firefighters,
paramedics and tow truck drivers. A team of engineers, technical
specialists, trainers and fire service experts presented a
curriculum developed in conjunction with multiple departments
at GM and the Illinois Fire Service Institute. The half-day, handson
immersive session covered EV basics, battery and electrical
components, battery hazards and effective incident responses.
The team pulled in to several cities to set up experiential
learning and demonstration spaces, batteries, EV chassis and a
small fleet of new, crashed, burned-out and cut-up vehicles. The
event culminated in a live demonstration where a simulated fiery
accident was extinguished, and a trained " jaws of life " crew cut
apart a Hummer to show proper extrication techniques.
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SUMMER 2023 EVENT MARKETER
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Event Marketer Summer 2023

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