Illinois Soybean Association engages and educates with immersive popups
To highlight how soybeans benefit people's everyday lives the Illinois Soybean Association transformed WeWork spaces into a soothing, brand experience lounge and engagement centers.
MorganMyers, an agricultural marketing agency specializing in inspiring change with an emotional appeal, tapped ALT TERRAIN to produce these immersive activation titled 'Soy in the City'.
The experience included an outdoor-themed environment, complete with a picnic table, wood stumps, rocks and vinyl window visuals to bring a little bit of nature indoors to weary workers.
As people walked into the space, ambient nature sounds gently filled the room.
People stopped by to have a snack or sip tea in the swing chairs, practice morning sun salutations in the yoga room, have informal meeting at the picnic table or chat with a coworker and check out the conversation wall.
Entrepreneurs took advantage of the lounge, using the walk-in, 3D live plant sculpture to change up staff meetings and job interviews.
In the spaces, people learned how soy touches so many aspects of every day life in the Midwest, from biodiesel affect on city air quality to food production to supporting family-owned farms.
What made this Chicago experiential marketing installation special?
1.) WeWork's location in downtown Chicago allowed the activation to engage a continual flow of entrepreneurial-minded people open to new experiences and understandings
2.) Inviting design elements attracted and engaged people; most spending 20 minutes to 2 hours a week inside the experiential space
3.) Conveyed the intended growers' association messages via immersive and participatory ways
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