Marketing Challenge
With many Canadians spending the winter months in lockdown due to COVID-19, the impetus to get outside and enjoy summer weather had never been higher. With that in mind, how could Coppertone reach consumers in their contextual outdoor environments by focusing on areas/moments where sunscreen usage is key? How could we create an experience while respecting both the evolution and restrictions of the pandemic?
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.
Our collaboration with Etienne Boulay helped generate local buzz on-site and over social media during the opening weekend, with a total of 228,579 impressions.
The program’s user-friendly website gathered over 5.5K visitors.
Participants were able to enjoy an outdoor workout for free, as long as they applied Coppertone Sport for protection.
