“Although huge in healthcare in the US, Humana is virtually unknown here. A presence was required at a major healthcare conference in the form of an exhibition stand, to help launch the company and get the name known. To attract the healthcare professionals attending seminars to visit the stand, 'Humana health challenge' vouchers were handed out, which invited them to take part in the 'blendavenda' contest.

An immediate buzz was created around the stand by the exercise bike, which could make fresh fruit smoothies from the power of pedalling. Overwhelming response and interest led to a huge pick-up of information, both through leaflets and Humana staff, achieving the aim of getting Humana talked about."

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