Solei Mobile Discovery Centre

Solei
Mobile Discovery Centre

Made to travel across Canada and educate the masses, this mobile discovery centre took a step back from hard selling the brand and instead focused on educating new cannabis users in our rapidly evolving Canadian cannabis industry.

Get comfortable with cannabis

Since most of our installations would be within popular summer concert festivals, we wanted to make our experience a respite from the cacophony of people and sounds you normally find there.

As you entered our 19+ space you were greeted by a comfortable shaded lounge area with subtle cues to the product lines. Then, as visitors moved into the first section of the Solei Discovery Centre (SDC) we eased into normalizing cannabis use and the product category in general.

Find Your Moment

We primed visitors with a quick quiz that connected them with the product most suited to their lifestyle and intended activities. That created a personal interest in a specific strain, and encouraged better engagement inside the unit. The discovery quiz was completed close to 4000 times, collecting nearly 3000 email addresses for follow-up over the summer – that’s 44% of the visitors who voluntarily gave their email address.

Higher education

Inside the SDC, visitors found education stations for each of Solei’s 6 strains. When a particular product package was lifted off the display, the large displays would play out a quick 15 second educational video highlighting intended use and experience, terpene tasting notes and benefits, plus format onset and durations. Paired with more tangible dried flower and idealized terpenes in scent-boxes, our visitors got hands on with product and product benefits.

Our green is green

Solei is “Sungrown Cannabis” and they’ve focused on sustainable and eco-conscious growing practices – something not every grower prioritizes. As visitors exited the SDC, we made sure this message closed out their experience. It may not have been the most important takeaway, but it was a memorable differentiator we knew resonated with our target.

Worth sharing

Even though we had a strong physical footprint at over a dozen festival days (100+ summer hours) we wanted to make sure our brand and the destigmatizing message were making it out into the digital world as well. We encouraged social sharing through our digital photobooth and bright, Insta-worthy setup helping people feel comfortable endorsing cannabis in their feed.