THE MINDFUL OCEAN

TitleTHE MINDFUL OCEAN
ClientBLACKMORES
Product / ServiceSTORE LAUNCH & BRAIN HEALTH PRODUCTS
CategoryA04. Nutraceuticals
EntrantHOLLER SYDNEY, AUSTRALIA
Idea Creation HOLLER SYDNEY, AUSTRALIA
Production HOLLER SYDNEY, AUSTRALIA

The Campaign

Our promotion centred on in-store installation that was able to demonstrate to our customers that the mind and body were intrinsically linked. We did this through EEG devices – a trusted scientific technology capable of measuring brainwaves. With the help of professors of Cognitive Neuroscience we then created an app that depicted those brainwaves in a real-time visualization that showed the link between mind and body in the most surprising way. Our installation allowed users to discover for themselves that their minds had a direct impact on their physical health and wellbeing, and vice versa – that their body also effected their state of mind. Not only were we able to show our customers that health begins in the mind, we also increased sales of brain health products in a real and measurable way. As were able to get people to see this for themselves, we did not have to provide

Creative Execution

With The Mindful Ocean, we’ve created the perfect promotion tool by merging several technologies in an entirely new way. First, we used an electroencephalogram device – a scientifically credible technology used to measure brainwaves – fashioned into an easily-worn headband. Next, we worked with a professor in Cognitive Neuroscience to isolate the appropriate brainwaves. We then created a webGL ocean, fed by the real-time data coming from the EEG-device, to visually represent the wearer’s brainwaves on screen. The calmer the mind was, the quieter the ocean visualized on the screen would be, and vice versa. Next, we created tests to simulate relaxation and cognitive discomfort. With a simple meditative breathing exercise, we demonstrated that when the body relaxed, so did the mind. We asked questions designed to produce physical discomfort – knots in the stomach, or perspiration. So, again wearers could see the direct correlation between their physical and experiences.

More than just an informative experience, The Mindful Ocean has quickly become a key conversation enabler. • It has increased dwell time in-store by 130%, • It’s been responsible for 12.5% of new leads • 25% of those who tried it in store bought brain health products on the spot (one of out every four). Even more importantly, we’ve: • debunked a popular misconception • changed the attitudes and behaviour of people of all ages and backgrounds • invented an education tool that could make a significant contribution to the health and wellbeing of vast numbers of people.

The Mindful Ocean, a unique installation for vitamin and mineral brand Blackmores, took the form of an in-store installation that customers encountered at the point of purchase. In this sense, it was a classic activation tool as it addressed consumers at the point where they might make purchasing decisions. It’s also easily identified as a promotional work – both in terms of promoting awareness on the role of the mind in general health matters, and also literally in promoting brain health products within the store itself. As our results testify, in both instances this promotion has proved extremely successful.

As this promotion was principally about educating people on the importance of mental health, we aimed to debunk the widely-held misconception that being healthy simply entails taking care of the body. In fact, both mind and body are integral to good health. Our approach aimed to demonstrate that fact by using trusted and scientifically credible technologies to create an experience that would demonstrate that good health begins in the mind. On this basis, we would gather data for follow-up communications that would help us to deepen our message. Last but certainly not least, we’d facilitate the sale of brain health supplements.

Credits

Name Company Position
Cyril Louis Holler Australia Creative Director
Long Truong Holler Australia Art Director
Jonathan Shannon Holler Australia Copywriter
Drew Kilpatrick Holler Australia Designer
Andre Venancio Holler Australia Creative Technologist
Mike Hazell Holler Australia Technical Lead
Kiyo Nishimura Holler Australia Senior Front End Developer
Sesh Varigonda Holler Australia Back End Developer
Vlad Mehakovic Holler Australia Head of CX
Matteo Grand Holler Australia UX Architect
Michael Griffiths Holler Australia Executive Producer
Mike Montgomery Holler Australia Producer
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