To get people talking about Gatorade’s new electrolyte water, we literally had to motivate them to get more active and sweat for it. We had made the ad campaign, now we just had to make something tangible of the human truth that vigorous exercise needs more than just water to hydrate the body.
Our message was that vigorous exercise requires more than just water to hydrate the body, it takes the electrolytes found in G-Active water to replace what the sweat takes out.
Our idea was to build the first floating Gym on Sydney Harbour as a launch activation. But first, we had to engage the social channels of Australia’s key fitness influencers, which encouraged our target audience to lift their heart rate and share their efforts on social for their chance to get on board the G -Active HydroGym. And get onboard they did in droves.
Not only did we activate the brand with awareness, but our campaign also grew market share by increasing trial, social shares and word-of-mouth and the frequency of repeat purchases. See our case study below.
G Active HydroGym from Ken Buchan on Vimeo.