How illumina Turned an AI Photo Booth Into a Lead Generation Machine

Trade shows are busy, competitive, and filled with brands all trying to answer the same question:

"How do we get people to stop at our booth?"

At this year's HGSA event, illumina answered that question with an interactive AI-powered activation that combined cutting-edge technology with meaningful engagement.

From 1–4 August, Moment Booth NZ partnered with illumina to deliver a fully customised AI Photo Booth experience designed to attract visitors, create memorable interactions, and generate qualified leads.

More Than Just a Photo

Rather than offering a standard photo booth, guests were invited to become the hero of the experience.

Visitors could choose from six custom-designed Genetic Superheroes, each inspired by illumina's genomics campaign. Once they selected their favourite hero, they stepped in front of the camera, had their photo taken, and within moments received a professionally generated AI image transforming them into their chosen superhero.

The reactions were exactly what you'd hope for.

People stopped. People watched. People shared. People talked.

The activation created a constant flow of visitors to the illumina stand throughout the event.

Turning Engagement Into Qualified Leads

The real value wasn't just the AI images.

Before guests received their transformation, they completed a short lead capture form, providing their contact details and answering a series of questions tailored specifically to illumina's marketing objectives.

This allowed the illumina team to:

• Collect qualified leads throughout the exhibition.

• Learn more about each attendee and their interests.

• Follow up with relevant information after the event.

• Continue conversations long after the exhibition had ended.
  

Instead of simply collecting business cards, every interaction became an opportunity to build a relationship with potential customers.

Creating Conversations That Matter

One of the biggest challenges at conferences is encouraging meaningful conversations.

An AI activation naturally creates curiosity. While each image was being generated, attendees had the opportunity to speak with the illumina team, learn more about their products and services, ask questions, and discover how Illumina is helping advance the future of genomics.

The technology acted as the conversation starter—but the people behind the brand created the lasting impression.

A Fully Custom-Branded Experience

Every element of the activation was customised to reflect illumina's campaign.

From the six unique Genetic Superheroes through to the AI prompts, branding, lead capture workflow, and final image delivery, the entire experience was designed specifically for their exhibition goals.

This level of customisation ensured the activation felt like an extension of the illumina

brand rather than a generic event attraction.

Why AI Activations Work

People love interactive experiences.

They also love sharing personalised content that feels unique to them.

By combining AI image generation with strategic lead capture, brands can transform a simple photo opportunity into a powerful marketing tool that delivers measurable results.

An effective activation doesn't just entertain—it creates opportunities to connect with the right audience, gather valuable insights, and generate leads that continue delivering value well after the event ends.

Looking to Stand Out at Your Next Event?

Whether you're exhibiting at a conference, trade show, industry expo, or corporate event, an AI-powered activation can help your brand attract attention, spark conversations, and capture high-quality leads in a way that attendees genuinely enjoy.

At Moment Booth NZ, we create fully customised AI experiences tailored to your brand, campaign, and marketing objectives.

If you're looking for an activation that delivers more than just great photos, we'd love to help bring your next event to life.