Rocco Joins Roche for the AXELIOS 1 Launch at AGTA 2026
Published
Category: Product Launches, Conferences | Location: UNSW Roundhouse, Sydney
Roche Diagnostics Australia launched AXELIOS 1, its new sequencing platform, at AGTA 2026, the Australasian Genomic Technologies Association conference, held at the UNSW Roundhouse in Sydney from 13 to 16 September 2026. The launch took place on 14 September. Roche put a humanoid robot in the middle of the launch team. Rocco wore the same orange-and-blue Roche polo as the Roche staff and stood with them in front of the "Be 1 step ahead with AXELIOS 1" backdrop. That made him part of the launch team rather than a separate entertainment act.
About AXELIOS 1
AXELIOS 1 is Roche's next-generation sequencing platform. It is built on the company's sequencing by expansion (SBX) technology and was introduced globally in 2026. A launch like this needs to show that the product moves science forward, and the event needs a moment people remember and photograph.
What Rocco Did at the Launch
Rocco, operated by our trained team, worked the Roche launch area throughout the appearance. Conference attendees stopped to photograph him, and he took part in the launch Q&A, responding with gestures alongside the Roche presenters.
Rocco on stage with the Roche presenter during the AXELIOS 1 launch, as the conference audience applauds. Silent clip.
The Idea: Make the Robot Part of the Team
The strongest product launch activations tie the robot to the brand, not just the room. At the Roche event, that came down to one detail: Rocco wore the launch uniform.
Dressed like the Roche team, Rocco became part of the AXELIOS 1 story:
- Team photos in front of the launch backdrop included Rocco alongside Roche staff, so every shared image carried the AXELIOS branding.
- The message held together. A humanoid robot at a launch for advanced scientific technology supports the idea of being "one step ahead".
- Guests had a reason to come over. A robot at a scientific conference draws delegates to the launch area, where the team can talk about the product.
Why Branded Attire Works at a Launch
Rocco is a Unitree G1 humanoid robot, about the height of a child, so standard team apparel can be fitted for an appearance. We have seen the same approach work for other clients:
- At a FraudX event in Melbourne, Rocco wore FraudX branding while greeting attendees.
- For Digital Armour, Rocco appeared as "DAX", a named brand character, at an awards night.
Branding turns the robot from a novelty into a brand ambassador. Guests photograph Rocco, and the photos carry your name.
Planning a Robot Appearance for Your Product Launch
- Send apparel early. Share team shirts or branded clothing before the event so the fit can be checked.
- Plan the reveal and the photo moment. Decide where Rocco stands for team photos and when he joins the launch.
- Agree the messaging. Any greetings or lines should be approved by your brand team in advance.
- Check the space. Product displays and stands need a clear path for the robot and operator.
See our product launch robot hire page for more ideas, or send your launch details for a quote.