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Fulfil Nutrition: A ‘Golden’ Live Experience

The Bank of Fulfil whips up a frenzy of excitement

Fulfil is Ireland’s No. 1 protein bar: low in sugarand high in protein. The fast-growing brand wanted to create a big splash for the newest addition to its existing range of flavours – Chocolate Hazelnut Whip – and establish this recipe as the brand’s best yet: a ‘pure gold’ bar. Because was called in to deliver a memorable and integrated experiential marketing campaign that would announce the new bar to the world in style.

Fulfil tasked Because with generating an experience that would differentiate its Chocolate Hazelnut Whip from all other bars. The campaign also needed to find a way to actively engage a wide audience of potential consumers and influencers across Ireland through both a one-off, can’t-miss event and social media amplification. Because’s approach combined an unexpected live brand experience and PR stunt with extensive digital activation, and in doing so not only delivered a packed-out launch event, but also vast social reach and awareness for both the brand and the delicious new bar.

We transformed former bank 13 Merrion Road in the heart of Dublin into the #BankOfFulfil, impossible to miss clad out in the brand’s signature yellow. Targeted pre-event social activity attracted crowds of participants to the showpiece Fulfil vault, where fans each had three chances to open a safety deposit box and win big.  Our experienced brand ambassadors shared the merits of the new bar with key influencers and media house attendees, while visitors celebrated their prizes in front of a custom photo wall. Social media activity massively extended the activation’s reach – an online version of the vault, complete with 30 safety deposit boxes, attracted thousands of entries and reached well over 1m accounts across Facebook, Twitter and Instagram.

2.1M
social impressions
70K
social engagements
15K
competition entries on- and off-line