Marketing Challenge
VIBRANT was initially mandated by Somersby to introduce their now proudly Canadian product as well as new flavours through mass samplings experiences during summer 2020. The objectives were to interact with consumers during festivals all over Canada, as well as drive trail in retail and the on-premise. With the COVID-19 pandemic, the program was put on hold but that did not stop VIBRANT from thinking outside the box to ensure our client would achieve their 2020 goals.
Solution
Coppertone created the Gym au soleil, a free outdoor gym where visitors could complete their workouts while enjoying the sunshine. Partnering with Energie Cardio and local celebrities, participants were directed to the microsite to register for classes of their choice. Following their workout, participants were directed to an on-site store where they’d receive special discounts on products.
Results
Following 3 weeks of activation within the Montreal area, Gym au soliel hosted a total of 583 on-site participants for virtual classes and complimentary workouts. Our team of brand ambassadors interacted with more than 2,300 visitors throughout the program, with each participant spending around 55 minutes interacting with the brand. The overall campaign, including PR, influencers and media reached more than 92,000,000 impressions.
The activation and strategy was complex as we wanted to give back to as many people and organizations as possible.
We paid for one months rent to a small local business for our market set up, we purchased all produce from local Ontario farmers and donated over $10,000 to The Stop Community Centre, helping providing food to those in need.
