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It Doesn't Get Bigger than GITEX! Especially if you're talking technology within the Middle East, Africa and Asia. It's where the tech elite meet and conduct business – and the client? Red Hat.




Red Hat couldn’t be there in person due to global travel restrictions. So how could we drive engagement from afar to make the ROI worthwhile?




We created “Always Open”, a socially-distanced, interactive experience in an unmanned space that brought Red Hat’s brand position to life: open to new ideas and new connections, constantly. The agency leveraged existing technology and social signalling to engage the attendee in the story of Red Hat’s unique offer.

Four dynamic experience demo pods, triggered by proximity sensors and controlled by gesture-based technology, allowed attendees to direct their own journey. Virtual meeting rooms allowed attendees to connect with our client further and theatrical use of light and sound added to the immersive experience.




1,245 Unique engagements with the interactive demo experiences

53 Hours of interactions with demo content

24min Average dwell time on booth

50 Virtual meetings on booth

250 Virtual booth interactions

722 Number of leads captured (more than 2018 & 2019 combined)

Role – 3D Lead Creative

Agency – Freeman

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