1.Challenge
The brand Dona Benta, a national reference in flours and cake mixes, was looking for strengthen your presence at the Comida Di Buteco 2018 event, in Belo Horizonte - one of the largest gastronomic festivals in the country.
The challenge was to create a creative, itinerant and highly memorable brand action, that could generate emotional connection with the public, Dona Benta's positioning as a partner of good home-cooked food - now also present in bars and pubs - has been reinforced.
The activation space should be practical, visually striking and with sensory appeal, inviting the public to try the product in a spontaneous and fun way.
2.Solution
Wandenkolken Design developed the 3D design of a customized bike, conceived as mobile tasting station, It was specially created to circulate among the bars taking part in the event.
Visual concept: The bike was completely customized with Dona Benta's visual identity, The brand's colors, logo and graphic elements are highlighted - guaranteeing instant recognition even from a distance.
Functionality and experience: The model included an integrated cool box for transportation and conservation of brownies made with Dona Benta ingredients, These will be distributed free of charge to the public during the event.
Strategic design: The project combined ergonomics, aesthetics and branding, transforming the bike into a photo and interactive point, with a strong potential for spontaneous sharing on social networks.
Execution in partnership: All development was carried out in collaboration with the agency Etc & Tal Comunicação, responsible for the production and logistics of the event.
The result was an activation compact, creative and high-impact, which brought the flavor of the brand into the public's gastronomic experience - literally on wheels.
3.Results
Engagement and brand recall: The action won over the public with its light-hearted and emotional approach, generating high face-to-face and digital interaction, with hundreds of spontaneous registrations on social media.
Reinforced positioning: The bike-personage became symbol of Dona Benta's presence at the event, highlighting the brand as one of the most beloved of the 2018 edition.
Social proof (agency feedback):
“The activation was a success. The bike became an obligatory stop - people wanted to try it, photograph it and share it. Dona Benta managed to be present in a simple and unforgettable way.”
- Etc & Tal Communication Team
Deliverables
Detailed 3D design of the activation bike
Applying the brand's visual identity to the equipment
Technical guidelines for execution and assembly
Portuguese 
English 
