Protein Canteen
Background
Melkunie, the Dutch dairy brand since 1872 (!), asked us to create a positive and relevant brand experience for their PROTEIN products. They may not be the first to jump on the protein bandwagon, but they are certainly the most ‘down to earth’. A little extra protein is beneficial for every active individual; you don’t have to be a top athlete or a ‘gym rat’ to appreciate it. If you’re out skating on a Tuesday, it’s a great addition. It’s time to taste and share!
Approach
Megawatt developed the PROTEIN Canteen: a sports café at Utrecht Central where consumers could sample a Melkunie PROTEIN product for three days, from 07:00 to 15:00. The 360-degree setting was utilised from all angles, featuring everything from a basketball hoop to a ping pong table. Of course, you could also sit back and enjoy your Melkunie PROTEIN breakfast or lunch. All of this was supported by an enthusiastic and friendly café staff member, who invited guests to join in a game of ping pong and engaged consumers with motivating conversation.
To bring the activation to life online as well, we recorded three social media items during the event that aligned with the concept. The videos were quickly edited and went live immediately, allowing us to push them to the on-site audience via geo-targeting. Thanks to our advice and smart OOH purchasing at Utrecht Central, the entire station, both physically and online, was fully dedicated to Melkunie PROTEIN for three days.
Result
When the client says they experienced ‘FOMO’ at the end of an activation, you know you’ve done well. The targets were met, and the debrief was open and honest. In three days, we’ve handed out 20.000 samples. Notably, the collaboration on social media with the client was fantastic. When you want to share content quickly, creatively, and ‘on brand’, having short lines of communication is crucial. A shout-out to Team Melkunie PROTEIN!
Let's work together
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