Case Study

Red Hat GITEX Dubai 2020


Red Hat


Gitex 2020


Communications & Information Technology

Event Services


Freeman EMEA Agency partnered with long-time strategic technology client Red Hat to design its experience at GITEX 2020 in Dubai, where the tech elite to meet and conduct business.The live brand experience needed to take people on a journey of open source digital transformation, with one curveball–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?

New world order, new expectations.
GITEX attendees are responsible for building the future. They have high expectations for a seamless experience journey and, after an extended period of virtual interactions, were expecting a different live experience-one sympathetically designed to facilitate safe, meaningful interactions with Red Hat, the people behind the code.


Just because we can’t be together, doesn’t mean we can’t get together.

Freeman EMEA Agency collaborated with Red Hat to circumnavigate limitations, realign expectations and shift objectives towards strengthening brand awareness. The campaign approach unlocked a new level of attendee engagement by enabling people to make the most of their time with Red Hat at GITEX and maximise career growth.

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. . A robust communications plan built anticipation of our client’s participation, setting expectations and preparing attendees for an innovative way of interacting.


Unique engagements with the interactive demo experiences
Hours of interactions with demo content
1 min
Average dwell time on booth
Virtual meetings on booth
Virtual booth interactions
Number of leads captured (more than 2018 & 2019 combined)

Most of all, Freeman EMEA Agency was proud to have partnered with an open-minded client who understood that a hands-off, sales-free approach could be rewarded with far greater brand awareness and sentiment.

It’s a new way of attending events; one which we expect will become a benchmark for the future of hybrid events in the post-Covid world.

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