THE CHALLENGE
The Australian Health & Fitness Expo was packed with brands handing out samples. My Muscle Chef needed to become the stand people actively sought out.
THE IDEA
We created a 15m x 9m Muscle Beach takeover that felt more like an attraction than an expo booth, built in a modular way for future use.
HOW PEOPLE ENGAGED
They took on hanging challenges, played claw machines, grabbed a meal from our custom food truck and stayed for the live DJ. Sampling became part of a much bigger brand experience.
WHAT IT BUILT
One of the expo’s most talked-about stands. Consistently high foot traffic and dwell time. And a reusable touring asset that has since appeared at six more expos.
