BackJoy had two amazing weekends at Central Chidlom and Siam Paragon malls in Bangkok, Thailand, for the release of the new SitSmart Havana color series. The launch events helped garner attention from buyers and department managers at the 2 malls and beyond, while driving customer interest in the brand.

Activities at the BackJoy storefronts included dancing, posture checks and posture talks, creating brand noise and driving sales. When the music was on and the dancers started to move, it caught the attention of the shoppers walking around. Canapé and rainbow drink were served for those passing by. The dancers demonstrated good posture at work. Dances were followed by a product presentation.

After that, different speakers including a physical trainer, a yoga guru, a lifestyle blogger and a mind & brain educator talked about posture in their daily life activities. Audiences benefitted from the talk and participated in a posture check with a physiotherapist.

“We hope to do these type of activities at least once a year to promote the brand so that the brand stays alive and refreshed,” said Isara Naratip, General Manager for Target Green, BackJoy’s distributor in Thailand. “Of course, it involves marketing budget, but it generates more on returns: awareness, branding, new doors and sale, double the sale from regular days. It’s also a story-telling for the brand on publicity. It’s absolutely worth what we pay for!”

Dancers at the Havana series launch in Bangkok.

Speakers at the launch event.

A talk by celebrity trainer Force Jun, who just released a new fitness book, Body Design.