Circle Agency and MaxiNutrition team up at Rugby cup
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22 contact, touch and women’s rugby teams headed to Harlequin’s home ground, The Stoop, for the qualifying rounds on the 29th of March. The best-of-the best then battled it out for the winners’ trophy, at Twickenham Stadium. The campaign was designed and activated by Circle Agency, who has worked with MaxiNutrition for the last three years, raising the brand’s profile and educating consumers on the role protein plays in a healthy and active lifestyle.
Alongside the on-pitch action, MaxiNutrition and Circle Agency introduced a new engagement mechanic – the digital protein mirror – to facilitate this education and bring the message to life. Visitors used an interactive touch screen to programme in their height, weight, gender, age and player position. The digital mirror then scanned visitors before their vital statistics were used to display a bespoke Player Statistic Card, which could be shared instantly via email or social channels. The resulting infographic included recommended daily calorie intake and daily and post-match protein requirements. The statistical code was created by MaxiNutrition’s expert nutritionists.
Mark Morgan, MaxiNutrition senior sponsorship and PR manager, says: “2015 is the year of rugby in the UK and in made sense to capitalise on this and introduce a rugby-focused campaign. We’re already trusted and known within this market, and this gave us the opportunity to reinforce this relationship and continue the education on the benefits of protein.
“One of the main challenges we’ve had in the past is helping people understand that protein can benefit anyone who exercises at least twice a week. The introduction of the digital mirror allowed us to create that light-bulb moment, where people walk away understanding the role that protein, and MaxiNutrition products in particular, can play in their daily life.By creating our own event, we were able to do this at what we refer to as the ‘point of sweat’. We’re offering them the advice they need; at the time they need it.”
The mechanic proved hugely successful and is already being re-programmed by Maxi’s nutritionists to be suitable for triathletes. It will be introduced at both Blenheim and London triathlons, where MaxiNutrition has existing partnerships.
Neil Hooper, creative director at Circle Agency, comments; “This technology has allowed us to educate consumers in a more interactive and entertaining way. It visually brings the information to life; which is highly memorable and shareable. It’s completely adaptable too and we see it becoming a focal point for future MaxiNutrition’s experiential campaigns.”
Alongside the digital mirror, Circle-trained brand ambassadors were on hand providing additional information, product samples and the all-important advice on the importance of nutrition and protein.
“For us, it’s never about the hard sell,” explains Mark. “We want people to leave knowing how important nutrition is to their performance in the gym, or on the pitch. We want them to become knowledgeable and share this with their friends and teammates.The fact that we’ve been able to do this at The Stoop and Twickenham – thanks to our ongoing partnership with the RFU and Harlequins – means we’ve been able to give our customers a truly once-in-a-lifetime experience.”
