The challenge

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As an exhibitor at the leading ATTD conference at RAI Amsterdam, Sanofi faced a clear challenge: how do you capture the attention of thousands of visitors before they even enter the venue? Competition on the exhibition floor is fierce, and it’s crucial to be on delegates’ minds from an early stage. Standing out was essential. The question was how to make an unforgettable first impression that would lead visitors straight to their stand.

The solution

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CS Digital Media developed a strategy focused entirely on the visitor’s journey. Because the metro is the main transport route to the RAI, we turned the key access routes into a complete Sanofi experience. At the Europaplein, Zuid and RAI metro stations, a unique combination of digital outdoor advertising and large-scale, eye-catching wraps was used. These special formats included:

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• Complete takeovers of escalators and balustrades with wraps.
• An impressive Exhibition Wall at Europaplein station.
• Fully themed waiting areas on the platforms.

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This approach created a series of reliable moments of contact. Travellers simply couldn’t miss Sanofi’s message, so the brand was firmly on the minds of its audience before they had even arrived.