Maxinutrition engages at fitness exhibitions with Circle
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Sports nutrition brand Maxinutrition called in brand experience specialist Circle Agency to deliver activities across two of Europe’s leading sports and fitness exhibitions, FIBO and Body Power.
FIBO, 11-14 April in Cologne, Germany, saw the brand take its largest ever experiential space creating an immersive event for both trade and consumer visitors welcomed through the doors of Koelnmesse Exhibition Centre. This will be followed by a second activation at Body Power from 17th to 19th May at the NEC, Birmingham.
The 14m by 14m stand promoted Maxinutrition’s complete range for all consumer profiles (Size and Strength, High Protein, Lean Definition and Energy and Recovery), educating visitors about the benefits of protein and drive extensive sampling across the entire product portfolio.
Designed and activated by Circle Agency, it featured a Testing Centre where visitors undergo a series of physical tests including bike sprints and punch ball before receiving free fitness consultations from Maxinutrition’s trained protein specialists. Scores from the tests were broadcast on plasma screens built into the stand, and used to encourage social media interaction across the four days.
A partnership with Germany’s Men’s Fitness magazine gave visitors the chance to get their photo taken and be in with the chance to star on the magazine’s cover. Multi-lingual Circle-trained brand ambassadors used the mechanic to capture email data and encourage uploads to social channels.
Josh Murphy, brand manager at Maxinutrition, said: “We have exhibited at the show for a few years now but this is the first time that we have gone for something so interactive. As Europe’s leading protein nutrition brand it was important for us that we created an experience that reflected our market standing. This is the first time we have invested so heavily into experiential and we’re excited to see the results. It was important to us to maintain brand consistency across all European markets so working with Circle across both exhibitions ensured this continuity.”
The exhibition is Circle Agency’s second activation for Maxinutrition on an international event after recent success with female weight management brand Maxitone.
The FIBO stand was designed by the Circle team to be completely modular. A downsized version will be used for BodyPower which takes place at NEC Birmingham from 17-19 May, and it enables ‘take out’ sections to be used for smaller experiential activations, proving a truly sustainable and cost effective option.
Neil Hooper, Circle Agency creative director, said: “The exhibitions are a core part of the brand’s strategy to build relationships with both trade and consumers, and promote the complete product range. There is a packed schedule of experiential activity planned for Maxinutrition throughout 2013 so planning and designing a stand which could be reused was vital to ensure the best return on investment. They’re a fantastic brand to work with who truly understand the power that experiential has in their wider marketing mix.”
