Watch This: Lolë, Sid Lee draw 4,000 for White Yoga finale

Quebec-based women’s apparel brand Lolë took over Paris’ Grand Palais this weekend to host a massive community yoga session, drawing 4,000 white-clad enthusiasts of all ages. The event, which featured Opera de Paris string musicians and “First Lady of Yoga” Colleen Saidman Yee, is the first project from experiential agency Sid Lee Entertainment, a newly […]

Quebec-based women’s apparel brand Lolë took over Paris’ Grand Palais this weekend to host a massive community yoga session, drawing 4,000 white-clad enthusiasts of all ages.

The event, which featured Opera de Paris string musicians and “First Lady of Yoga” Colleen Saidman Yee, is the first project from experiential agency Sid Lee Entertainment, a newly formed joint venture between Sid Lee and Cirque du Soleil.

The Grand Palais event was the finale of Lolë’s White Yoga Tour, a series of emotional mass-audience yoga sessions in Canada, the U.S. and France. Since it launched in 2011, the tour has been a major success for the brand – a session at Montreal’s Olympic Stadium last year was so popular that it overbooked a 2,200-person venue by 1,800 people, without running a single advertisement.

Former Cirque creative director Joanne Fillion was executive producer for the event, and Jacques Séguéla, the legendary french marketer who founded Havas-predecessor RSCG in 1969, was also involved with planning through Lolë AOR Havas.

Lolë’s chief brand officer Bernard Mariette said the White Yoga sessions, which make up the bulk of Lolë’s brand marketing, are intended to create a deep emotional connection that will last throughout customers’ lives, fostering loyalty and brand advocacy. Lolë devotes about 80% of its marketing budget, or 8% of its net sales, to its annual events.

Uncategorized Articles

Editor’s Note: Our man in Austin

One intrepid reporter. A bottomless cup of coffee. Five days in an annual pilgrimage to the celebration of bright ideas in technology and business

Product of the Year 2015

Jury selected. Shopper approved. See the best new products available in stores

Brand Doctors: McDonald’s

McDonald's isn't having a great year. How much renovation does this brand need?

Getting Creative: Big data made beautiful

How Nike made 100,000 custom videos that kicked ass

Getting Creative: Ambitious baby wishes

There's more than the magic of childbirth behind Fisher-Price's new short film

Get the most out of VR

Three companies who found new ways to make the virtual extraordinary

Giving marketers the inside edge

SPONSORED: In-app video from Flurry and its marketplace now available to Yahoo advertisers

New Year, New You, New Opportunities

SPONSORED: Exchange Lab's Nikki Hawke on how brands can help consumers keep New Years resolutions