Challenge

With the launch of their "Reach for Zen" campaign for Zenrelia™ at VMX 2025, the world's premier veterinary event, Elanco sought to create a memorable and immersive product experience. They wanted an activation to introduce their new product and deliver a unique, meaningful experience to attendees, aligning with the campaign's focus on relaxation and mindfulness.

Approach

Elanco partnered with Hamilton to design a Zen-themed relaxation area. Thoughtfully curated to embody the campaign's "Reach for Zen" concept, the area was tailored to immerse attendees in tranquility while subtly reflecting the brand's essence. One side of the experience was dedicated to a serene sandpit, hydration station, and gazebo meditation area. The gazebo housed scheduled yoga classes. The other side included a hospitality area and a floral crown activation, offering a creative, interactive element. The spaces were enhanced with cloud-like light textures projected onto hanging elements, acoustically treated 2D forest visuals reducing noise, and artistic 3D trees. The design seamlessly integrated elements of relaxation and creativity with subtle brand representation, inviting attendees to recharge and engage.

Learn more about Elanco’s main exhibit and additional VMX activations here.

Results

Elanco's Zen Garden became a standout feature of VMX 2025, serving as a must-visit destination for attendees. Visitors praised the space’s creative, calming ambiance and thoughtful offerings. With an average dwell time of 12 minutes, attendees were thoroughly engaged, and 5,300 visitors either participated or passed through the Zen Garden. Furthermore, 81% of Zen Garden visitors also explored Elanco’s Main Booth, successfully driving traffic and expanding brand visibility.