CategoryB06. Use of Customer in-Store Experience


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

The Campaign

We came up with an in-store installation 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 a product 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. So, we were able to address a fundamental misconception, that being healthy is not merely a physical thing. 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.

Creative Execution

Imagine being able to see into your own mind. With The Mindful Ocean we created an in-store installation that allowed Blackmore’s customers to do exactly that. By providing them with EEG (electroencephalogram) headbands, we were able to measure their brainwaves. This real-time data was then translated into a real-time visualization on screen that showed their brainwaves as an ocean storm. The calmer their mind, the calmer the storm on screen. To demonstrate how the body can calm the mind we got them to calm their thoughts, and hence the storm on screen, simply by relaxing physically with a breathing exercise. Next, to show how their mind was affecting their body, we asked tricky questions designed to trigger cognitive discomfort, such as knots in the stomach, or perspiration. In this way, they were able to discover through their own direct sense experience how mind and body were intrinsically linked.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 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.

Explain why the method of promotion was most relevant to the product or service

The Mindful Ocean is an innovative in-store promotion and activation tool created to educate in-store customers on the importance of mental health, and to promote the sale of brain health products. The installation has been operating successfully for Blackmore’s, a leading Australian vitamin and mineral brand, in their flagship store in Bondi Junction, Sydney.

Our task was to deliver a personalised in-store digital experience to people aged between 15 to 60 years old. The aim was 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 not least, as a by-product of our efforts, we’d facilitate the sale of brain health supplements.


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