One of our favourite experiential campaigns this summer was the launch of Maxinutrition’s Protein Milk, a tasty protein supplement for everyday, busy people who are always on the go.

For the launch we headed to London’s One New Change and surprised shoppers and commuters with interactive billboards and celebrity guests, welcoming them to the ‘Maxi Team’.

You’ve already seen the original video, which has now amassed over 100,000 hits on YouTube, and now we thought we’d show you how it was done!

Watch the video below to see our creative director Neil Hooper give a behind-the-scenes glimpse of the action, and head over to FaceTime magazine pages 23-24 to read more.

It’s been a busy few months in Circle HQ as we’ve been planning what is possibly our most exciting campaign yet. Working with the UK’s leading nutrition brand, Maxinutrition, we demonstrated the power of combining experiential with digital video to promote its latest product ‘Protein Milk

We were behind the Protein Milk launch video released this week, where commuters found themselves – literally – the face of the new campaign. Devised and implemented by our talented team, the video follows the journey of unsuspecting passersbys as they find themselves immersed in a world of interactive billboards, celebrities and instant fame.

 

 

A digital billboard developed in-house first engages the audience by discussing what they do for a living and the benefits that protein can have on their busy lives. As people turned to leave, we published their image on larger digital billboards, and actors – planted in the crowd – asked for autographs. To add an extra layer of star treatment, celebrity brand ambassador boxer Amir Khan, acknowledged them ‘from one busy champion to another’.

Our aim was to stop people – with non-stop lives – and reward them for considering Protein Milk’s product and brand message. Video is an integral part of the marketing mix and this campaign gave us the perfect opportunity to show how it can be linked with experiential, using one live event to create lasting content.

We’ve even developed a Facebook app, so that those who weren’t there for the activation can still get involved. Head over to the page now to replicate the live experience and become the face of the Protein Milk campaign, live on a London billboard.

The video is already making the rounds online and our brand ambassadors have embarked upon a seven date tour of the UK’s top cities to give out free samples and advice. Get yours today!

 

We had three great days of high intensity action at BodyPower Expo at the NEC last weekend.  Circle created an experiential activity to promote Maximuscle and Maxifuel’s latest products to the fitness industry and dedicated fitness enthusiasts.

There’s nothing like a bit of healthy competition to encourage engagement and it certainly worked a treat as we challenged visitors to put their strength and fitness to the test in our Testing Centre.

Running, cycling, boxing, plank challenges – we had it all – put hundreds of visitors through their paces, encouraging shares via Twitter and Facebook and offering free product samples.

Elite athletes, professional coaches, personal trainers and expert nutritionists were on hand to give free advice on diet and exercise technique as well as encouragement and inspiration.   The pros educated visitors on the role Maximuscle and Maxifuel products can play in their training regimes and achieving their personal goals.

To compliment the brand experience there was a Maxishop on the stand offering a huge range of Maximuscle and MaxiFuel products.  Visitors took advantage of some fantastic show specials and really stocked up.

It was a winning combination that certainly made for a busy few days!

Check out some of the photos below and come and visit the team on the Maxifuel roadshow heading to a city near you soon!

We’ve just launched a nationwide tour for Maxifuel; giving athletes the chance to trial the latest sports nutrition products.

Maxifuel consists of three sports nutrition systems to help athletes in training maximise their potential.

Focus, Boost and Recovery have been formulated to complement each other, creating the most complete sports nutrition system available for today’s demanding amateur and professional athletes. And Circle’s been busy making sure they know all about them!

Aimed primarily at triathletes and cyclists we’ve split the tour into three stages; tactical sampling days, training days and event days.

The tactical days have taken full advantage of the recent sunshine.  Circle-trained brand ambassadors handing out samples to runners, cyclists and passersby across Hyde Park, Kensington Gardens, Richmond Park and Box Hill. You couldn’t miss them with their bright red bikes and jackets.

Next up we headed to the official training days for the Virgin Active London and Blenheim Palace Triathlons , where we set up a branded marquee and had experts on hand to give nutritional advice and offer samples of Maxifuel products.

We had a great few days of activity communicating with an audience that truly know their stuff! They understand nutrition and the role protein plays in making them stronger, faster and more effective at their chosen sport.

The next phase, which runs across the UK until the end of September sees the Maxifuel team appearing at major events including the London Triathlon, Blenheim Triathlon,  Tour Series , Tour Rides cycle races, the Tour of Britain Cycling route and the Cycling Show.

We’ll be joined by Paul Mill from Elite Cycling at all the Tour events.  Paul is a former pro triathlete and cyclist who’ll be offering competitors free advice and guidance on equipment, nutrition and training.

Follow @Maxifuel or #FUELONTOUR to keep up to date with where we’re heading next!

For more information on Maxifuel head over to their Facebook page or website today.

 

 

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Viewing entries for the client GSK
29th Oct2013

Behind the scenes…..

of Maxi's Protein Milk viral

Behind the scenes…..

One of our favourite experiential campaigns this summer was the launch of Maxinutrition’s Protein Milk, a tasty protein supplement for everyday, busy people who are always on the go. For the launch we headed to London’s One New Change and surprised shoppers and commuters with interactive billboards and celebrity guests, welcoming them to the ‘Maxi […]

Read More…

15th Aug2013

Protein Milk gets the star treatment

Going viral with Maxinutrition

Protein Milk gets the star treatment

It’s been a busy few months in Circle HQ as we’ve been planning what is possibly our most exciting campaign yet. Working with the UK’s leading nutrition brand, Maxinutrition, we demonstrated the power of combining experiential with digital video to promote its latest product ‘Protein Milk’ We were behind the Protein Milk launch video released this […]

Read More…

21st May2013

BodyPower Expo for Maxinutrition

Putting you through your paces

BodyPower Expo for Maxinutrition

We had three great days of high intensity action at BodyPower Expo at the NEC last weekend.  Circle created an experiential activity to promote Maximuscle and Maxifuel’s latest products to the fitness industry and dedicated fitness enthusiasts. There’s nothing like a bit of healthy competition to encourage engagement and it certainly worked a treat as […]

Read More…

18th May2013

Fuel on tour

In it to win it with Maxifuel

Fuel on tour

We’ve just launched a nationwide tour for Maxifuel; giving athletes the chance to trial the latest sports nutrition products. Maxifuel consists of three sports nutrition systems to help athletes in training maximise their potential. Focus, Boost and Recovery have been formulated to complement each other, creating the most complete sports nutrition system available for today’s […]

Read More…

18th Apr2013

Circle Agency in Europe for Maxinutrition

We had a great time in Cologne for sports and fitness exhibition FIBO, delivering an experiential activation for Maxinutrition. The activation took over a huge experiential space (14m by 14m stand!), making it a truly immersive experience for both trade and consumer visitors at Koelnmesse Exhibition Centre. Visitors were put through their paces with a […]

Read More…

Our Team

  • Claire StokesManaging Director
  • Neil HooperCreative Director
  • Kath NorrisHead of Talent
  • Andy MacDonaldProduction Manager
Claire Stokes is the founder and Managing Director here at Circle.  Claire began her career in the experiential agencies of North America, working for some of the world’s largest consumer brands.  With over 17 years experience as an experiential specialist, there are few that share her knowledge or her passion for our industry.

A regular speaker on Experiential in the UK and overseas, she is a Business Leader of the Marketing Society and sits on the steering committee for the Institute of Promotional Marketing’s Experiential Marketing Certificate, acting as a lecturer and course contributor.   Claire has consistently featured in EVENT Magazine’s list of the UK’s 100 most influential people in the Event Industry.

Our Clients

  • Dorset Cereals EA H&M Maxinutrition