In just two months, the campaign delivered over 1.8M Bengay-branded fitness congratulations and over 100K reward redemptions -- that's over 1 reward redeemed every minute during the entire campaign.

The impact on the brand was even more exciting, with every Consumer Packaged Goods mobile advertising benchmarks shattered:

- 70% increase in ad awareness - 24X higher than CPG benchmarks

- 39% higher message association - 20X higher than benchmarks

- 32% lift in brand favorability - 16X higher than benchmarks

- 38% increase in purchase intent – 19X higher than benchmarks

Bengay partnered with a mobile rewards platform to reach over 1.8 million users of over 28 different smartphone workout apps.

The partnership created a unique ‘achievement’ targeting model that allowed Bengay to celebrate each user's accomplishments within popular exercise apps such as Map My Fitness, Endomondo, 7-Minute Workout, Simply Yoga, 10K trainer, and many more. Right at that moment of joy, Bengay delivered a congratulatory message along with a free mp3 download reward encouraging their next workout session.

For Bengay, this approach enabled the brand to reach existing, highly relevant audience segments and be part of their "natural habitat" rather than attempting to build up its own fitness audience, or disrupt their target audience mid-workout with conventional advertising tactics.

BENGAY® is a topical pain reliever that has been around for over 100 years, but as their core consumer base aged, the brand needed to attract younger audiences. In 2013, Bengay sought to connect with active millennials and position the brand as the "Champion of Movement" to drive purchase and loyalty.

As smartphones had crossed the 70% adoption mark among millennials and become THE health & fitness device of today’s active youth, we knew mobile could reach our target audience at the precise moment of brand relevance. More important, mobile was the only channel that could help us connect with younger audiences in real-time.

We sought to empower Bengay to participate in mobile moments of personal fitness achievements, like finishing that big run or dominating a yoga session. Additionally, we wanted to provide value to show every athlete that Bengay is there to help and celebrate those accomplishments.