Midori to stage Japanese-style telephone booth experience

Melon liqueur brand Midori will transport supermarket shoppers to the streets of Tokyo inside a series of interactive telephone booths.

The experience will form part of Midori's global 'Moshi Moshi' marketing campaign
The experience will form part of Midori's global 'Moshi Moshi' marketing campaign

Three Japanese-style booths will be positioned outside London ASDA stores in Wembley (Friday 29 July, 1-6pm), Leyton (Saturday 30 July, 1-6pm) and Park Royal (Thursday 4 August, 1-6pm).

Shoppers will be invited inside the booths to answer a ringing telephone. Once inside they will be transported to the streets of Tokyo where they will find a unique GIF Booth positioned from a birds eye view on the roof and will be able upload their own photo creations directly onto social media using the hashtag #MoshiMoshiMidori.

The experience will form part of the Japanese brand's global 'Moshi Moshi' marketing campaign inspired by Japan’s Tanabata Festival, a traditional holiday of good fortune and wish giving.

An exclusive traditional Japanese wrapping cloth known as a Midori Furoshiki has been created to cover a limited number of bottles purchased on the day. The design, which was chosen by Midori fans through a social media poll, encapsulates the brand’s ‘Japaneseness’.

The Maxxium UK-owned brand has also agreed a partnership with cocktail bar chain Be At One to drive brand growth and consumer engagement. Moshi Moshi Wish Trees will pop up at the chain's Islington, Shoreditch, Putney and Hammersmith branches over the weekend, giving consumers the chance to pull a ‘wish’ off the tree and claim a free Midori cocktail.

Johna Penman, marketing controller Maxxium UK, said: "This is another hugely exciting year for Midori as we step things up a gear by reclaiming our Japanese heritage. By continuing to excite consumers and give them more opportunities to explore and enjoy the brand, we aim to fuel further growth and strengthen our position in the category.

"The ASDA and Be At One partnerships will bring our vibrant campaign to life and give our target audience a great chance to get involved with, and ultimately, be part of our brand activity this year.

"Overall, we have an exciting summer on and offline of Midori for fans, with lots more in the pipeline for Moshi Moshi until 2017."

Last week, premium gin brand Hendrick's unveiled a double-decker bus disguised as a giant cucumber to provide the answer to Londoners' travel woes.

Elsewhere, Brancott Estate, Pernod Ricard's Sauvignon Blanc wine, will be hosting a multi-sensory virtual reality experience in a Red Shed pop-up, which will tour festivals this summer.

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