Our goal was to educate consumers that Centrum, a leading vitamin and mineral supplement brand, improves vitality for a healthy and active life.Sports are an essential part of our consumers’ lifestyle. However, most popular sports are enjoyed in a passive ‘couch potato’ environment viewed on TV, limiting engagement opportunities.Our challenge was to identify a physically demanding sport that not only has a high participation level but is played in an environment conducive to our message.

On-court survey results proved more than 50% agreed Centrum is important for improving vitality, especially after serious exercise. More than 70% had intention to purchase Centrum.Tracking proved that the campaign achieved strong results in capturing both new users and increasing usage.

We created an unprecedented medium out of badminton venues and strongly connected with our consumers through their passion for badminton.

We dominated badminton courts across Shanghai, surrounding and engaging consumers by integrating eye-catching wall posters, floor stickers with on-court education booths and live product samplings. We incorporated face to face surveys with players to deepen our consumer understanding and to use for future dialogue. We also tailor-made relevant creative messages to further remind consumers that exertion after a strenuous game of badminton will result in loss of their bodies’ essential minerals, hence the need to replenish with Centrum.

Consumer research revealed badminton is the most popular sport amongst our potential target in Shanghai. Unlike football and basketball, badminton enjoys a high level of group participation and engagement. Friends and colleagues congregate regularly at badminton venues for at least one to two hours.In addition, our agency research showed across a selection of campaigns that placement of synergistic advertising directly related to the environment had the quantifiable effect of making advertising more effective and engaging.Badminton venues are not only targeted, but the uncluttered and closed environment also allows Centrum to interact exclusively with our consumers via hundreds of Centrum messages across the Shanghai badminton scene.