Fitness & Wellness
Unregulated products/services focused on consumer health and/or promoting a healthy lifestyle.
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2019 BRONZE
Bringing it Home at the Winter Olympics
After years of operating as a category of one, now Peloton needed to build a brand. We saw the perfect opportunity in the Winter Olympics. But how would Peloton compete in a cultural moment dominated by mega-athletes? It wouldn’t. Instead, Peloton turned to its community of riders to tell a story celebrating a different kind of achievement. The audience-inspired campaign had an immediate impact, increasing both awareness and affinity, and generating to a 77% lift in new leads.
Brand:
Peloton
Client:
Peloton
Agency:
Mekanism
Language:
English
2018 GOLD
Let's Move On
This is a story about a brand doing the unimaginable; positioning itself as unimportant in the lives of its consumers. By breaking marketing and category conventions, our campaign shot the brand from third place to outright leader in less than two years.
Brand:
U by Kotex
Client:
Kimberly Clark Australia
Agency:
Ogilvy Australia
Language:
English
2018 SILVER
What men DON'T discuss
Viardo Forte, a food supplement designed to strengthen male health, has been popular with consumers since 2006. But in 2016 its sales declined and Viardo ended up in sixth place according to brand awareness. We had to ensure sales growth and a place in the top three of the category. An anonymous online survey helped us realize that it was best to target married couples. As it turned out, 37% of men stop having sex after 40. They invent excuses in bed but in the end, its their wives who are affected. We tried to stand out from our competitors and showed a different kind of consuming situation - a married couples sex life instead of some casual sex. By the end we saw sales rise by 20% and Viardo Forte secured a third place in its category.
Brand:
Viardo Forte
Client:
DIOD Factory JSC
Agency:
Deltaplan
Language:
English, Russian
FINALISTS
Peloton
Get What You Give
Blackmores
How Blackmores enjoyed personal best results by getting Australians in the mood to move.
Sukin
Nothing but special
