NEKKO
Cuz Cats Come First
- Client & industry
- FMCG (Pet Food)
- The challenge / brief
- Nekko Day – "Coz Cat Comes First", a brand activation event designed to strengthen brand awareness and foster an emotional connection between Nekko and Vietnam's cat-loving community. The event was held in partnership with Petemo—AEON's Japanese pet care brand—and Estella Place, one of Vietnam's pioneering pet-friendly shopping malls. The key challenge was to create a welcoming and engaging experience for both cats and their owners while seamlessly integrating brand interaction, entertainment, product trial, and retail activities within a public venue.
- The Lumens' approach
- The Lumens designed an immersive brand journey that connected the brand, pets, and pet owners within a truly pet-friendly activation environment. By combining interactive games, pet healthcare services, product experiences, and retail activities, the event created a seamless ecosystem that encouraged visitors to engage with the brand naturally. Working closely with Nekko, Petemo, Estella Place, and all event partners, The Lumens ensured smooth operations, an exceptional visitor experience, and reinforced Nekko's positioning as a brand that truly puts pets first.
- Key executions
- Managed end-to-end event production and on-site operations. Designed and executed a pet-friendly activation space. Operated three interactive game booths for pet owners with attractive rewards. Organized stage minigames for cats and their owners to encourage engagement and strengthen community interaction. Built a dedicated cat play zone featuring secure enclosures and a safe, comfortable activity space. Coordinated a free vaccination booth for unvaccinated cats, helping raise awareness of responsible pet healthcare. Managed the retail and product showcase area, introducing Nekko's latest product lines through product sampling and consultation. Oversaw technical production, show calling, and cross-functional coordination throughout the event.
- Results / outcomes
- Successfully delivered Nekko Day – "Coz Cat Comes First" in collaboration with Nekko, Petemo, and Estella Place, creating a memorable pet-friendly experience for Vietnam's cat-loving community.
- Engaged over 500 participants through interactive games and activation activities, strengthening the connection between the brand and pet owners.
- Generated more than 1,000 new followers on Nekko's Facebook page, expanding its online community and increasing brand awareness.
- Sold over 200 products during the two-day event, driving strong interest in Nekko's newly launched product lines.
- Reinforced Nekko's brand positioning as a company that puts pets first through an integrated experience combining play, pet care, and product discovery.
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