The Challenge

Our mission was simple: to inform, inspire, and engage with Ontario families while sharing the Therme Canada story. We became the face of the brand, tasked with dispelling misinformation and replacing it with accurate insights about Therme’s plans to revitalize Toronto’s waterfront. Our goal was to answer questions while sharing Therme’s incredible vision for the future.

Strategic Approach

As the expression goes, “Don’t just tell me, show me.” So, that’s what we set out to do. We figured the best way to share Therme’s vision for the future was to take people there and give them the opportunity to look around. We envisioned an interactive learning experience where consumers could be both educated and entertained.

The Campaign

After considerable development, we launched the Therme Discovery Lounge, a touring, two-level XM activation that informed and entertained people across Ontario. The first floor housed a 12-person VR experience that transported consumers to the future, allowing them to see what Toronto’s new waterfront will look like. While consumers enjoyed their narrated tour, the second floor offered an incredible swim-up ball pool, where families could dive in and capture fun photos to post. Consumers could ask questions while brand ambassadors promoted a free trip contest that generated newsletter sign-ups.