{"id":8604,"date":"2022-11-03T19:26:53","date_gmt":"2022-11-04T00:26:53","guid":{"rendered":"https:\/\/tribu.co\/?post_type=project&#038;p=8604"},"modified":"2022-11-03T19:59:02","modified_gmt":"2022-11-04T00:59:02","slug":"activation-guru-2022","status":"publish","type":"project","link":"https:\/\/tribu.co\/fr\/project\/activation-guru-2022\/","title":{"rendered":"Activation GURU 2022"},"content":{"rendered":"<section block class=\"b-text\" data-watch>\n\t<div class=\"container-narrow container--align-center\">\n\t\t<div class=\"b-text-content wysiwyg wysiwyg--text\">\n\t\t\t<h2>Le projet<\/h2>\n<p>Lors du <a href=\"https:\/\/jackalope.tribu.co\/montreal\/\">JACKALOPE<\/a> Montr\u00e9al 2022, en partenariat avec <a href=\"https:\/\/www.guruenergy.com\/fr-ca\">GURU,<\/a> Tribu a \u00e9labor\u00e9 une activation marketing exp\u00e9rientielle adapt\u00e9e \u00e0 la campagne Summer of Good Energy et qui repr\u00e9sente l\u2019ambiance dont l\u2019objectif \u00e9tait d\u2019augmenter la notori\u00e9t\u00e9 de la marque et de communiquer et \u00e9duquer les consommateurs sur les avantages et les diff\u00e9renciateurs des produits GURU.<\/p>\n<p>L\u2019exp\u00e9rience terrain devait b\u00e9n\u00e9ficier et faire valoir <strong>la nouvelle campagne \u201cSummer of good energy\u201d<\/strong> :<\/p>\n<p>Cette campagne marquait une \u00e9volution vers une marque plus inclusive dans son approche et dans ses messages.<\/p>\n<p>Par ce positionnement, l\u2019intention derri\u00e8re l\u2019\u00e9laboration des 3 exp\u00e9riences terrain \u00e9tait d&#8217;\u00eatre \u00e0 l&#8217;avant-garde d&#8217;un mouvement qui diffuse l&#8217;authenticit\u00e9 de la culture \u201cBonne \u00c9nergie\u201d qui, au sein de la marque repr\u00e9sente les valeurs, attitudes et comportements authentiques qui constituent la base de la marque et du mouvement \u00ab Bonne \u00e9nergie \u00bb de la GURU Nation.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section block class=\"b-gallery\" data-watch>\n\t<div class=\"container-inset\">\n\n\t\t<div class=\"b-gallery-items\">\n\n\t\t\t\n\t\t\t\t<div\n\t\t\t\t\tclass=\"b-gallery-item\"\n\t\t\t\t\tdata-watch\n\t\t\t\t\tdata-watch-enter=\"0.65\"\n\t\t\t\t\tdata-watch-class=\"item-on-screen\">\n\t\t\t\t\t<div class=\"image image--with-layer\"><div class=\"layer\" style=\"background-image: url(https:\/\/tribu.co\/wp-content\/uploads\/2022\/11\/306579499_610463353949025_2913440091542650296_n.jpg)\"><\/div><\/div>\n\t\t\t\t<\/div>\n\n\t\t\t\n\t\t\t\t<div\n\t\t\t\t\tclass=\"b-gallery-item\"\n\t\t\t\t\tdata-watch\n\t\t\t\t\tdata-watch-enter=\"0.65\"\n\t\t\t\t\tdata-watch-class=\"item-on-screen\">\n\t\t\t\t\t<div class=\"image image--with-layer\"><div class=\"layer\" style=\"background-image: url(https:\/\/tribu.co\/wp-content\/uploads\/2022\/11\/Jackalope2022_Escalade_TheaWulff_ByMathieuTranchida-26-scaled-1920x0-c-default.jpg)\"><\/div><\/div>\n\t\t\t\t<\/div>\n\n\t\t\t\n\t\t<\/div>\n\n\t<\/div>\n<\/section>\n\n<section block class=\"b-text\" data-watch>\n\t<div class=\"container-narrow container--align-left\">\n\t\t<div class=\"b-text-content wysiwyg wysiwyg--text\">\n\t\t\t<h6>Cr\u00e9dit photo: Jaysson Gallant (gauche) et Mathieu Tranchida (droite)<\/h6>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section block class=\"b-text\" data-watch>\n\t<div class=\"container-narrow container--align-center\">\n\t\t<div class=\"b-text-content wysiwyg wysiwyg--text\">\n\t\t\t<h2>L&#8217;exp\u00e9rience<\/h2>\n<p>Dans un premier temps, le concept proposait une exp\u00e9rience sensorielle et immersive pour mieux faire d\u00e9couvrir les origines des produits GURU aux festivaliers du JACKALOPE. Au premier \u00e9tage d\u2019un grand conteneur, habill\u00e9 \u00e0 l&#8217;aide de plantes et de verdure, les festivaliers pouvaient sentir les produits GURU gr\u00e2ce \u00e0 des diffuseurs d\u2019odeur, toucher et sentir 4 ingr\u00e9dients majeurs des recettes ainsi que d\u00e9guster les produits. Au 2e \u00e9tage se retrouvait l\u2019espace terrasse pour profiter des comp\u00e9titions.<\/p>\n<p>Dans un deuxi\u00e8me temps, l&#8217;activation devait mettre \u00e0 la disposition des athl\u00e8tes des outils de bien-\u00eatre physique dans le but de se pr\u00e9parer mentalement et physiquement aux diff\u00e9rentes \u00e9preuves de la comp\u00e9tition. Dans une zone r\u00e9serv\u00e9e GURU Athletes World, les athl\u00e8tes avaient acc\u00e8s \u00e0 des physioth\u00e9rapeutes, des v\u00e9los stationnaires pour s&#8217;\u00e9chauffer, des outils pour s&#8217;\u00e9tirer, des canettes de GURU, de l&#8217;eau, des collations et plus.<\/p>\n<p>Les athl\u00e8tes VIP avaient aussi acc\u00e8s \u00e0 une zone GURU r\u00e9serv\u00e9e sous la tente VIP avec vue sur le skatepark, snacks et boissons, table de ping pong et un salon avec t\u00e9l\u00e9 et divans pour regarder les comp\u00e9titions en <em>live<\/em> et en rediffusion.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<section block class=\"b-gallery\" data-watch>\n\t<div class=\"container-inset\">\n\n\t\t<div class=\"b-gallery-items\">\n\n\t\t\t\n\t\t\t\t<div\n\t\t\t\t\tclass=\"b-gallery-item\"\n\t\t\t\t\tdata-watch\n\t\t\t\t\tdata-watch-enter=\"0.65\"\n\t\t\t\t\tdata-watch-class=\"item-on-screen\">\n\t\t\t\t\t<div class=\"image image--with-layer\"><div class=\"layer\" style=\"background-image: url(https:\/\/tribu.co\/wp-content\/uploads\/2022\/11\/306195467_1285864182267607_7429308950236792398_n.jpg)\"><\/div><\/div>\n\t\t\t\t<\/div>\n\n\t\t\t\n\t\t\t\t<div\n\t\t\t\t\tclass=\"b-gallery-item\"\n\t\t\t\t\tdata-watch\n\t\t\t\t\tdata-watch-enter=\"0.65\"\n\t\t\t\t\tdata-watch-class=\"item-on-screen\">\n\t\t\t\t\t<div class=\"image image--with-layer\"><div class=\"layer\" style=\"background-image: url(https:\/\/tribu.co\/wp-content\/uploads\/2022\/11\/Jackalope2022_ByMathieuTranchida-12-scaled-1920x0-c-default.jpg)\"><\/div><\/div>\n\t\t\t\t<\/div>\n\n\t\t\t\n\t\t<\/div>\n\n\t<\/div>\n<\/section>\n\n<section block class=\"b-text\" data-watch>\n\t<div class=\"container-narrow container--align-left\">\n\t\t<div class=\"b-text-content wysiwyg wysiwyg--text\">\n\t\t\t<h6>Cr\u00e9dit photo: Jaysson Gallant (gauche) et Mathieu Tranchida (droite)<\/h6>\n\n\t\t<\/div>\n\t<\/div>\n<\/section>","protected":false},"author":1,"featured_media":8611,"menu_order":0,"template":"","project-service":[35],"project-event":[],"project-location":[64],"class_list":["post-8604","project","type-project","status-publish","has-post-thumbnail","hentry","project-service-experience-de-marque","project-location-canada-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - 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