Nutrition brand Maxitone, maker of protein shakes and bars for women, activated a temporary brand environment at the Westfield London shopping center atrium from Feb. 1 to 17 to support its Thank You Protein campaign.
The 54-foot by 22-foot space included a Consultation Café where visitors could meet with Maxitone health specialists for advice on getting fit and healthy in 2013 as well as an exercise studio where demonstrations showcasing the latest in fitness trends were held. Among celebrity visitors of the studio were Olympic volleyball players Zara Dampney and Shauna Mullin and Charlotte Ord, a trainer from “The Biggest Loser” television show. In addition, brand ambassadors encouraged visitors to try free samples of Maxitone’s protein shakes and bars. Partners in the campaign, which was supported by social media and print advertising, included LA Fitness, England Netball and Nike+ Kinect Training.
“The shopping center chosen for the activation is a destination center which attracts aspirational shoppers, so we knew it would be the right location to reach our audience,” Kate Wells, senior brand manager at Maxitone, told Buzz. “We chose to make a big statement by activating in their central atrium, a preeminent space that is known for large scale experiential marketing activations. It placed our brand directly alongside likeminded premium lifestyle brands that surround the space—Adidas, Nike and Apple.” Agency: Circle Agency, Reading, U.K.