Brand Experience and Activation > Use of Promo & Activation

RUNNING PROMO

LEO BURNETT COSTA RICA, San Jose / NEOLAB / 2015

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Overview

Credits

OVERVIEW

BriefExplanation

The entry is appropriate to the category because we used both key elements of promotion and activation to create a unique experience between the target and the brand. We manage to create a promotion that would help amateur athletes excel better in their performance and compare themselves with professional athletes, rewarding their effort with incredible prices.

ClientBriefOrObjective

The principal challenge was to show amateur athletes all the positive features the product would give them when they exercise, through professional athletes that work as our brand ambassadors. They were responsible of promoting our product features and convincing amateur athletes to use the product before the most important marathon in Costa Rica.

Outcome

The promotion and activation was a complete success, with many amateur runners winning incredible products and discounts creating a stong bond between new customers and the brand, also 68% of the winners of the promotion assured they tried Revelo before the Tamarindo Marathon, proving that Revelo helps athletes perform in a better and healthier way.

Relevancy

We created a unique promo in the middle of the race, specifically in the fifth kilometer, we placed bands with discounts on our professional athlete’s arms on the day of the race and challenge all the amateur athletes to rip them off, and win incredible prices like free products, discounts and sponsorships for two years from our performing enhancement product Revelo. The promo and activation ran perfectly as it was intended without any change in the plan.

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