Best practice from BEcause Experiential Marketing.
Create an experiential campaign to strengthen Yakult’s presence at this year’s London Triathlon
Educate competitors and spectators about Yakult’s health credentials and ways to maintain a healthy lifestyle.
A Yakult-branded marquee, themed ‘Working on a Healthy Society’ was positioned directly on the finishing line at the ExCel in London’s Docklands. The marquee was split into three individually themed zones, each designed to educate visitors on the health benefits of Yakult and provide advice on how to maintain good overall health.
In the ‘Digestive Health Zone’ visitors could play two interactive games that highlighted the importance of maintaining good digestive health. In the ‘Do You Know How the Digestive System Works?’ game visitors had to identify the digestive organs by inserting labelled cards into the correct holes on an oversized torso.
Correct choices were followed by a recorded message saying “Well done” followed by a useful fact about the digestive system. A 1m elastic ribbon could be pulled out of the torso to demonstrate the length of the small intestine.
In the ‘Eat Well Plate’ game, overseen by a professional nutritionist, visitors had to create a balanced diet (as recommended by the Food Standards Agency) by placing magnetic food groups onto an oversized plate.
In the Relaxation Zone’, complete with Astroturf grass flooring and wall visuals of a calming blue sky, visitors could have a relaxing head massage and listen to music or read magazines in comfy beanbags.
In the final ‘Healthy Office Zone’, designed using wooden flooring and a graphic wall of the London skyline, visitors were given tips and exercises to help them stay healthy at work.
Brand Ambassadors distributed Yakult samples and encouraged visitors to complete the ‘Yakult Health Challenge’ by answering questions based on the activity, to win a small prize.
400 ‘Yakult Health Challenges’ completed
7,700 ‘Yakult Light’ samples distributed
3,500 ‘Yakult Original’ samples distributed
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