Location: Sylvia Park, Auckland
Executive summary: Primo partnered with The Edge radio station to set up a Primo Flavour Lab – a pop-up milkshake bar as part of a new campaign where participants could invent their own milkshake flavours for the chance to win $10,000.
Brands are always looking for new and exciting ways to house activations – and when it came to the Primo pop-up it also had to have a number of key additional requirements. It had to be able to connect to power allowing it to keep the Primo product refrigerated and to power the blenders as part of the activation.
A pop-up milkshake bar was created inside a 20-foot container which was set up in the middle of Auckland’s largest mall. The container underwent a full power fit out enabling them to install refrigerators and blenders to create a fully functioning bar. The container opened along one side to reveal the milkshake bar to shoppers.
The Primo Flavour Lab container enabled The Edge and Primo to be on the ground for two solid days where hundreds of crazy, customised milkshakes were made. Once the activation was over the hunt for the best milkshake flavour continued via social media with the winner receiving $10,000. So in this way, the container was a physical representation of Primo’s social media campaign and highlights the creative and diverse uses containers can be used for.