Fully Bringing on the Boom

Client: MOJU

To elevate MOJU from a functional product ritual to an emotional brand platform "Bring on the Boom," Bicycle London wanted to transform standard sampling into a "fame-making" media event. Leveraging the visceral "kick" of ginger shots, we partnered with Ocean Outdoor and Leo UK to build the "Boom Booth" at Westfield Stratford.

This tech-enabled activation captured consumers' raw "Boom Face" reactions and dynamically broadcast them onto massive OOH screens within two minutes, effectively making the public the star of the campaign. Participants also received personalized bottles featuring their reaction. The event doubled as a casting call, with winner Neil Mendoza selected to front MOJU’s 2026 national campaign. The campaign delivered generated over 1 million organic social views and helped to increase London’s Prompted Awareness by 4.1%. Crucially, the work contributed to a 43.7% year-on-year sales surge to £32m, cementing MOJU as the market leader.