February 22, 2013
How do you take a 170-year-old heritage brand across time, and create an experience to make today’s generation sit up, share and be dazzled?
Hong Kong’s annual Brands and Products Expo is a key marketing showcase for BRANDS®. The 28-day expo occupies a venue equivalent to 4 football fields, and attracts over 1 million visitors.
As a leading health supplement brand, BRANDS® wanted to stand out from the 880 brands on show, by turning its 170-year-old heritage into a display of cutting-edge innovation.
The idea and execution
We showcased the efficacy of BRANDS® products, trusted for generations, in boosting mental alertness for a modern generation.
For the first time, we stepped into the brave new world of brainwave technology, where the most recent application was to translate mental impulses into telekinesis – the ability to move objects with brainpower.
Tribal DDB employed this technology to develop a Brain Fitness Tracker where users could measure their mental focus, concentration and memory using a brainwave headset. From their brain fitness score, you could tell the high-powered mentalists from those who needed a boost in mental energy.
It didn’t stop there. An interactive table surface provided an immersive experience – activated by fingers, hands and bottles of BRANDS® products placed on the screen. The interaction brought out rich content for BRANDS®, including product information.
E-coupons were embedded within these interactions to incentivise sales purchase.
BRANDS® tech marvel proved to be the big crowd-puller in the expo. The show’s success has led to BRANDS® bringing its interactive platforms to more markets in Asia.
With the exhibition, BRANDS® successfully brought its 170-year-old tradition through time travel to connect with today’s modern generation. Thanks to the team of technologists at Tribal DDB!