We flexed our experiential muscles and activated MaxiNutrition’s impressive stand at BodyPower Expo, which took place at Birmingham’s NEC from the 13th – 15th May.

Established in 2009, BodyPower Expo has grown into the most celebrated and comprehensive fitness event in the UK, welcoming thousands of visitors and athletes from all over the world. Our team pulled no punches when activating MaxiNutrition’s two storey stand, which was complete with a Pro-Photo studio experience, where attendees could strike a pose and get free shots for their portfolios.

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As well as displaying MaxiNutrition products and merchandise, the stand also featured an ‘ask our experts’ area where gym-goers could get advice on fitness and nutrition. We also set up a challenge area, offering attendees the opportunity to test their strength against WBFF Pro Wole Adesemoye in the ‘Deadlift challenge’. The top 10 competitors who performed the most reps deadlifting their bodyweight for two minutes not only received huge amounts of kudos from BodyPower attendees, but were also rewarded with £500 worth of MaxiNutrition product.

Circle MaxiNutrition BodyPower-2

Daring the thousands of attendees to transform their bodies over the course of 30 days, The Ibiza Challenge was also showcased on the stand. The best entrants will be awarded with a VIP trip for them and two mates to the party capital of the world.

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As well as interactive activations, MaxiNutrition heroes including Wole Adesemoye, Paul Olima and Dylan Hartley were on hand to spur on the deadlifters and provide photo opportunities for the attendees.

We teamed up with sports nutrition client, MaxiNutrition, to give a much needed protein boost to athletes at the 2015 AJ Bell London Triathlon, which took place from the 8th-9th August.

Circle Agency (1 of 1)-3 We devised and hosted an array of interactive activations throughout the weekend, including DJ performances to entertain the crowds and free massages for runners to help sooth tired muscles and aid their recovery.

Circle Agency (1 of 1)-2Armed with our engagement mechanic – the digital protein mirror – expert nutritionists were on hand to help educate athletes on the importance of protein in their diets.

Circle Agency (1 of 1)MaxiNutrition’s protein mirror uses a statistical code to generate a personalised protein analysis and show athletes how their bodies react to physical exercise. Participants at this year’s Triathlon were encouraged to use the interactive touch screen to programme in their height, weight, gender and age, then the machine undertook a quick body scan and provided a personalised Statistic Card for each individual athlete.

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Circle-trained brand ambassadors were also on hand to encourage customers to try free samples of MaxiNutrition’s protein shakes and bars to replenish their energy following the event. AJ Bell London Triathlon is the world’s largest triathlon and boasts over 13,000 triathletes and 30,000 spectators.

www.maxinutrition.com

The shortlist for this year’s Institute of Promotional Marketing (IPM) Awards has just been announced and we’re proud to reveal that six of our fabulous experiential campaigns have been shortlisted. 

The IPM Awards have been running for 40 years, and recognise creativity and effectiveness in promotional marketing campaigns. We work with some exceptional clients, who are constantly looking to push boundaries; this shortlisting wouldn’t be possible without their innovation.

Here are the six campaigns up for an award:

 

1. Maxinutrition’s #FeedYourMuscles:

 To illustrate the importance protein plays in active people’s lifestyles, we worked with Maxinutrition to launch the fully integrated #FEEDYOURMUSCLES campaign bringing it to life through a highly-targeted experiential tour.

 

 

2. H&M’s Box of Wang:

Working with UM London, we launched an intriguing new campaign for fashion giant H&M, The Box of Wang, to promote its latest designer collaboration, Alexander Wang x H&M. This experiential campaign rewarded fashion fans’ curiosity and, using the latest technology, gave a sneak peek into the range ahead of the official worldwide launch.

 

3. Macsween of Edinburg’s Meal Makeover

We supported new client Macsween Haggis to pioneer the future of Scotland’s national dish by activating its #MealMakeover social media and experiential campaign, with the purpose of encouraging participants to think of Haggis as a tasty everyday ingredient.

 

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4. PlayStation Schools’ Cup Campaign

PlayStation Schools’ Cup is the grassroots football partnership between PlayStation® and the English Schools’ Football Association. We worked to activate this campaign and bring the beautiful game to over 2,000 schools and 100,000 children across England, all whilst showing off the latest PlayStation titles.

 

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5. DriveNow with BMW and Sixt

DriveNow is a joint venture between BMW and Sixt that offers car sharing services in several cities worldwide including Berlin, San Francisco and London. Working with Corner Agency, we helped  DriveNow to raise awareness of this new venture through a Q&A launch event and after-party, and a post-launch ‘driving convoy’ of cars to create excitement within the target boroughs.

 

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6. PlayStation’s EGX exhibition

We were hugely excited to put our experiential skills to brilliant use and deliver the biggest exhibition stand at last year’s EGX gaming event in London. On the stand there were tonnes of different activities and competitions for fans to get involved in and visitors could choose from over 130 gaming stations to try out. To read more about this fun-packed stand, click here.

 

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The IPM Awards take place on Tuesday 9th June, 2015 at the London Hilton.

 

Twenty-two grass roots contact, touch and women’s rugby teams battled it out at the first ever MaxiNutrition Rugby Cup on the 29th March, determined to win a chance to play at the one and only Twickenham Stadium.

It may have been drizzle and grey skies, but the experiential event was a stomping success, with back-to-back action at the Harlequin’s home, The Stoop, for the qualifying rounds. Then, the best-of-the-best headed to the home of England Rugby, Twickenham for the grand finale.

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Alongside the on-pitch action, we introduced a brand new engagement mechanic – the digital protein mirror – to help educate players on the importance of protein in their diets.

To get involved, all you had to do was use the interactive touch screen to programme in your height, weight, gender, age and player position. A quick body scan using the digital mirror and et viola! a personalised Player Profile Statistic Card popped up onscreen.

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This infographic told you everything you need to know about protein and how it impacts your personal performance. And with a touch of a button it could be shared via Twitter or email.

Of course we also had our fitness fanatic brand ambassadors available for any questions and to give the tired – and muddy! – players the chance to sample all of the latest Maxi products.

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The statistical code used for the mirror was created by MaxiNutrition’s expert nutritionists. The mechanic proved so popular that it’s already being re-programmed to be launched at Blenheim and London triathlons later this year. So, watch this space!

 

Our fitness fabulous client Maximuscle has recently rebranded to MaxiNutrition, introducing four new ranges, and making its award-winning protein products available to everyone from elite athletes to recreational exercisers.

To illustrate the importance protein plays in active people’s lifestyles they’ve launched the fully integrated #FEEDYOURMUSCLES campaign, and we’ve been tasked with bringing it to life through a highly-targeted experiential tour.

Top of our priority list is to educate MaxiNutrition’s target consumers on the rebrand , and encourage trial of the new range: Recover + Rebuild, Mass + Size, Strength +Power and Lean Definition.

What better way to do this than by putting fitness fanatics through their paces with the #FEEDYOURMUSCLES Challenge at gyms, boxing gyms and grass roots rugby clubs across the UK. You can see all the latest dates over on MaxiNutrition’s campaign website.

So what’s the #FEEDYOURMUSCLES Challenge we hear you ask? Well, why try and put it into words when the very talented England Rugby team can show you themselves?


We love a bit of competition and are giving out on-the-spot prizes including MaxiNutrition branded backpacks, t-shirts, protein shakers and Maxinutrition samples.

Of course, the competition doesn’t stop there; we’re keeping track of all the score’s and posting videos of each activity over on YouTube. The Circle team have already got involved so if you think you’ve got what it takes to beat the fastest time in the #FEEDYOURMUSCLES Challenge then we’ll see you on tour soon!

 

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Viewing entries for the client Maxinutrition
24th May2016

MaxiNutition At BodyPower Expo

Flexing our Experiential Muscles

MaxiNutition At BodyPower Expo

We flexed our experiential muscles and activated MaxiNutrition’s impressive stand at BodyPower Expo, which took place at Birmingham’s NEC from the 13th – 15th May. Established in 2009, BodyPower Expo has grown into the most celebrated and comprehensive fitness event in the UK, welcoming thousands of visitors and athletes from all over the world. Our […]

Read More…

08th Sep2015

Giving London Tri A Boost With Maxi

Going the extra mile with experiential

Giving London Tri A Boost With Maxi

We teamed up with sports nutrition client, MaxiNutrition, to give a much needed protein boost to athletes at the 2015 AJ Bell London Triathlon, which took place from the 8th-9th August.  We devised and hosted an array of interactive activations throughout the weekend, including DJ performances to entertain the crowds and free massages for runners to […]

Read More…

29th Apr2015

Six Circle Campaigns’ Shortlisted at the IPM Awards

Exciting news from the Circle team

Six Circle Campaigns’ Shortlisted at the IPM Awards

The shortlist for this year’s Institute of Promotional Marketing (IPM) Awards has just been announced and we’re proud to reveal that six of our fabulous experiential campaigns have been shortlisted.  The IPM Awards have been running for 40 years, and recognise creativity and effectiveness in promotional marketing campaigns. We work with some exceptional clients, who […]

Read More…

03rd Apr2015

MAXINUTRITION RUGBY 2015 CUP SUCCESS

Our latest experiential campaign

MAXINUTRITION RUGBY 2015 CUP SUCCESS

Twenty-two grass roots contact, touch and women’s rugby teams battled it out at the first ever MaxiNutrition Rugby Cup on the 29th March, determined to win a chance to play at the one and only Twickenham Stadium. It may have been drizzle and grey skies, but the experiential event was a stomping success, with back-to-back […]

Read More…

08th Apr2014

#FEEDYOURMUSCLES challenge goes live with Maxinutrition

Our fitness fabulous client Maximuscle has recently rebranded to MaxiNutrition, introducing four new ranges, and making its award-winning protein products available to everyone from elite athletes to recreational exercisers. To illustrate the importance protein plays in active people’s lifestyles they’ve launched the fully integrated #FEEDYOURMUSCLES campaign, and we’ve been tasked with bringing it to life […]

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