Traditionally sports drinks celebrate the elite doing the impossible. But we uncovered data to indicate that 60% of Sports drinks were actually consumed outside of sporting occasions…

So, we challenged the conventions of the category and celebrated everyday people just living it large (with our BIG 1 litre bottles).

Driven by consumer insights, 28 different tongue-in-cheek ‘lord awards’ were created that celebrated the 'unsung heroes' among our core audience of 18-39 y.o Aussie males.

Three million Maximus bottles were transformed into ‘trophies’, each one speaking to different interests and accomplishments among regular blokes, in a vernacular that was unapologetically real.

#AWARDALORD was promoted on pack & throughout all media, encouraging consumers to digitally share why they should be crowned the ‘lord of lords’ in a bid to win $1 million. Knowing our audience love to brag, they became proud ambassadors for the brand and an online media channel in itself.

The campaign focused on driving mental and physical awareness to unlock maximum reach and distribution nationally between March 1 and April 25, 2017. #AWARDALORD was a social idea actualised through multiple channels.

On Pack: 3 million customised #AWARDALORD trophy bottles featured 28 unique lord personas.

Social: Shared the voice of consumers through bespoke "lord" videos and celebrating UGC. Targeted micro messaging relayed content based off interests.

Digital Influencers: Created customised and relevant “lord” content, seeded out to their audiences.

Interactive banners: targeted and linked to our microsite, where further engagement and information about the competition mechanic could be found.

POS: Championed the hashtag and Million-dollar prize, securing high visibility and shelf position.

Radio: Pre records and live reads directed listeners to social and digital platforms

OOH: Mirrored online creative tactically speaking to relevant consumers in each environment.

Sampling: Pushed trial and targeted key audience areas to drive further online engagement

Reach KPI: 5million

Eyeballs are measurable, but an overall consistent impression from all channels working together is at the heart.

Result: 13million (increase 260%)

Consumer engagement KPI: 500k

Hand over the communication to our audience, speaking in their language and letting them have a conversation back to us (and their peers)

Result: 1million + engagements in social and digital!

Sales KPI: Increase 5% from highest peak period & drive 100k new trial during campaign period

Result: Uplift overall of 34% plus 175,000 increase in trial in first month of campaign period!!

Return on investment KPI: Positive measurable sales ROI that also drives all other objectives

Result: 174% ROI on NSV!!

In store visibility KPI: A campaign that can secure in store self space to maintain high in store visibility

Result: Our biggest presence across the largest number of stores to date!