Illinois soybean growers assocaition, immersive, experiential marketing installation inside a WeWork in Chicago
Produced for MorganMyers, an agricultural marketing agency specializing in inspiring change with an emotional appeal, this immersive activation showcased how soybeans benefit people's everyday lives
The installation titled 'Soy in the City' transformed WeWork spaces into a soothing, brand experience lounge and engagement centers
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 they walked into the center, ambient nature sounds gently filled the room
People stopped in during breaks 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 agro experiential marketing installation campaign 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
For more info about this experiential-based agri marketing activation, contact ALT TERRAIN agency!
