The challenge Communicate the actual product benefits of formulated sports water, Mizone, and increase sales of the brand.
The insight Working with leading sports psychologist, Professor Terry, we found that listening to music when training enhances exercise performance.
The idea Make Mizone synonymous with music by creating the ultimate music tracks to get people in the exercise zone.
The work An integrated communications campaign communicated the brand’s key message: ‘Music gets you in the zone and Mizone keeps you there’
Splendid worked with four musicians to create music tracks that were guaranteed to help people train harder. We engaged key sports and music influencers and shared the tracks with them to create excitement prior to the official campaign launch.
Splendid set up media interviews with Professor Terry and the musicians behind the tracks. Mizone content was housed on the dedicated Facebook page to encourage consumers to share their training experiences and drive engagement.
The results Splendid delivered a highly successful campaign that achieved 6 million media impressions. Facebook ‘likes’ increased by 771%, from 1,089 to 9,490, over an eight-week period.