Brand activation for Signia at a trade fair and in a VIP stadium lounge

Signia, one of the international hearing-aid manufacturers, wanted to activate brand awareness across two very different touchpoints in parallel: a B2B trade fair for hearing-care professionals, and the VIP lounge of the Greuther Fürth football stadium as a sponsorship activation. Standard photo-booth setups rarely fit both contexts at once. UpReach configured two different hardware setups in shared Signia branding: an UpReach Classic for the trade fair, and an UpReach Lite with a wall mount in the stadium lounge. Both touchpoints generated photo sessions with bespoke branding and newsletter sign-ups via a GDPR-compliant opt-in flow.

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The initial situation

Hearing-aid marketing is a demanding field: the target group is heterogeneous — hearing-care professionals as B2B customers, end consumers as B2C touchpoints, and influencer and sport partnerships for brand awareness. A single uniform activation logic for all these contexts does not work.

Signia opted for a dual strategy: presence at the relevant hearing-care trade fair, and at the same time visibility through the stadium sponsorship at Greuther Fürth — with activation in the VIP lounge on match days. Both formats needed interactive touchpoints that suit the brand and deliver measurable response.

The operational requirements were opposite: at the fair there was floor space and staff — a larger, clearly visible system was the right fit. In the stadium lounge, space was tight, the available surface was wall space, and the stadium staff had no technical background. One and the same hardware solution was not practical for both contexts.

Regulatory sensitivity was also relevant: Signia operates in a healthcare environment. Data capture has to be GDPR-compliant and transparently documented, and the photo output must not carry misleading medical messages.

The UpReach solution

UpReach configured two different hardware setups in shared Signia branding and with identical software logic.

For the trade fair: an UpReach Classic with a full wrap in the Signia CI. Visible at the stand, with a print function for instant photos as a take-away. Three output formats — single photo, GIF, Boomerang — combined with curated backgrounds and overlays in the brand design.

For the VIP lounge at the Greuther Fürth stadium: an UpReach Lite with a wall mount. A space-saving installation on the lounge wall that takes up no floor space. The same software logic, the same output formats, the same branding world — the user experienced a consistent brand experience regardless of the touchpoint.

The conversion lever was the GDPR-compliant newsletter opt-in: after the photo session, a transparent consent mask followed with newsletter sign-up and photo delivery by email. The confirmation email gave Signia an editorial anchor — with a reference to the brand world and to product information. AI background removal ran GDPR-compliant with consent before capture and a data processing agreement — a central compliance point for healthcare brands. More on the hardware: /produkte/classic.

Setup & Logistics

Lead time 5 weeks: 2 weeks for wrap production in the Signia CI for both hardware variants, 1 week for the UI configuration with an identical branding world for both setups, 1 week for GDPR approval by the Signia compliance department including the newsletter opt-in text and the photo-delivery logic, 1 week for the individual setup preparation per location (trade fair: floor space; stadium: wall-mount installation).

Build at the trade fair by an UpReach technician, with lighting calibration to the stand conditions. Installation in the stadium VIP lounge by UpReach: a fixed wall mount, connection to the lounge power supply, kiosk mode for autonomous operation by the stadium staff.

A cloud dashboard for Signia: both setups ran through a shared monitoring layer. Sessions, newsletter conversion and format distribution per touchpoint were available in parallel. Updates to the backgrounds or overlays could be pushed via the dashboard — for example for seasonal occasions at the stadium or new trade fairs.

Results by the numbers

parallel hardware setups

consistent brand experience

central cloud dashboard

The parallel activation across the trade fair and the stadium lounge worked as a dual touchpoint with two different target groups — B2B hearing-care professionals on one side, VIP stadium guests on the other. Both setups delivered photo sessions with bespoke branding and newsletter sign-ups via the GDPR-compliant opt-in flow.

The identical software logic across both setups ensured the brand experience stayed consistent. Users who met Signia at the trade fair and encountered it again later at the stadium experienced a recognisable world.

The shared cloud dashboard let Signia compare touchpoint performance directly: which backgrounds were chosen most on which format? How does newsletter conversion differ between the trade fair and the stadium? This data fed into the planning of subsequent activations.

Key takeaways from this setup

Hardware has to suit the touchpoint, not the concept: forcing a standard setup across all touchpoints is inefficient. At the fair, visibility is the lever — a larger system on floor space. In the VIP lounge, saving space is the lever — a wall mount instead of floor space. When the software world stays consistent, the different hardware does not feel like a break in the brand experience.

Newsletter generation at a photo touchpoint only works with a real return: a bare newsletter sign-up with no incentive has low conversion. Photo delivery by email is the natural anchor — the consent is the prerequisite, the photo the direct return. This coupling is GDPR-compliant and psychologically clean.

Healthcare brands need demonstrable GDPR compliance: biometric processing without a clean legal basis jeopardises every internal data protection audit. Consent before capture, a data processing agreement and configurable deletion — supplemented on request by a bookable offline mode — meet the compliance requirement and can be communicated transparently to the end user.