Abbott Healthcare, a leading developer of glucometers joined forces with agency Jack Morton, Crossplatform and Total Immersion to help put their products head, shoulders and pancreata above their competitors.

Delegates to the conference in Vienna 2009 were given competition entry cards which were shown to the camera on the Abbott stand to display an Augmented Reality version of one of Abbott's four glucometers and announce whether they had won a prize or not.

Eager masses queued to find out if they were the lucky recipients of a genuine Abbott coffee mug.