Consumers were invited to say "moshi moshi" – a common Japanese greeting – in activities inspired by Japan’s Tanabata festival, a traditional holiday of good fortune and wish giving. Maxxium UK, Midori's distributor, devised the activation.
"Moshi Moshi Wish Trees" were installed at Be At One bars in London in Islington and Shoreditch on July 29 and in Putney and Hammersmith on July 30.
Consumers had the chance to pull a "wish" off the tree and claim a free Midori cocktail, reflecting a custom of Japan's Tanabata festival, where people write wishes on small pieces of coloured paper and hang them on trees.
As part of a partnership with Asda and in tandem with the bar promotion, Japanese telephone booths appeared at selected stores of the supermarket retailer this last weekend. Shoppers were invited inside the booths to answer a ringing telephone. Once inside they were transported to the streets of Tokyo where they found a unique GIF Booth positioned from a birds eye view on the roof, enabling them to upload their own photo creations directly onto social media using the hashtag #MoshiMoshiMidori.
Carlsberg also produced a stunt within Asda's Clapham Junction store this year while the supermarket devised an apres ski lodge experience to showcase its key Christmas lines last year.
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