At ATS26, attention had serious competition. The conference brought together the latest thinking in respiratory, critical care, and sleep medicine, which meant every booth needed to do more than look polished. It needed to give attendees a reason to stop, engage, and remember the brand after leaving the floor.
Our team helped Havas elevate its client’s booth presence with Reaction Attraction, custom branded for Sanofi. The game challenged attendees to catch falling batons as quickly as possible, turning fast response, focus, and precision into a simple but highly effective booth experience.
Why Reaction Attraction Made Sense for ATS26
Sanofi came to ATS26 with phase 2 data for efdoralprin alfa, an investigational therapy being studied in adults with alpha-1 antitrypsin deficiency, or AATD, emphysema. The data centered on achieving and maintaining higher functional AAT levels, which made Reaction Attraction a natural fit.
The activation was custom branded as “Stop the Drop: The AAT Protein Challenge,” with the headline “Every Catch Counts.” Attendees were challenged to catch as many AAT proteins as possible before they hit the bottom, turning a reflex-based experience into a simple, memorable connection to Alpha-1 risk.
For Havas and Sanofi, it gave the booth a quick, competitive pull while keeping the experience tied to the larger healthcare message. Attendees could play, compare scores, and move naturally into conversations around AAT proteins, Alpha-1 awareness, and Sanofi’s presence at ATS26.
Small Footprint, Strong Pull
Reaction Attraction is compact, quick to play, and easy for attendees to understand within seconds. On a busy show floor, that matters. No long explanation. No awkward learning curve. Just a clear challenge, instant results, and a natural reason for people to gather.
For Havas and Sanofi, the activation added visible energy to the booth while keeping the experience streamlined and relevant. Attendees could play, compare scores, watch others take a turn, and stay close enough for meaningful booth conversations.
A Booth Moment With Purpose
The strongest trade show activations are not the loudest ones. They are the ones that make sense for the brand, the audience, and the story being told.
At ATS26, Reaction Attraction gave Sanofi’s booth a branded, competitive, high-engagement moment that matched the pace and precision of the message. For Havas, it was a smart way to turn booth traffic into booth presence.
And for attendees, it was a quick reminder that sometimes the right reaction makes all the difference.
Havas is a global communications network known for building meaningful brand experiences across creative, media, health, and experiential marketing. For ATS26, Havas helped bring Sanofi’s booth presence to life with a strategy that blended clinical relevance, attendee engagement, and a strong branded moment on the show floor.
Sanofi is a global healthcare company focused on transforming scientific innovation into meaningful care for patients. At ATS26, Sanofi shared phase 2 data for efdoralprin alfa, an investigational therapy being studied in adults with alpha-1 antitrypsin deficiency, or AATD, emphysema. The booth experience gave attendees a more active way to connect with the brand’s message around precision, performance, and measurable response.
ATS26 is the American Thoracic Society’s international conference, bringing together leaders in respiratory, critical care, and sleep medicine. With new research, clinical updates, and industry innovation all competing for attention, the show floor called for booth experiences that could stop attendees, spark conversation, and make complex healthcare stories more memorable.
