THE BRAND RELATIONSHIP:
FROM ’CASUAL ACQUAINTANCE’ TO ’FRIENDS WITH BENEFITS’
The Key Behaviour – Get people to engage with a water brand when participating at the Tough Mudder events.
The Key Barrier – Tough Mudder participants are totally focused on the obstacle course itself. They are not looking to detract from this.
The Key Comparison – Secret Cinema; by engaging people in different ways, these live events enhance what is usually an experience where no distractions are wanted.
The Creative Idea – Our campaign for Volvic enhanced people’s Tough Mudder experience by putting the brand at the heart of it.
We branded a climbing challenge as the ’Volvic Volcano’ and gave people a chance to show what they were made of. Those who showed their unstoppable spirit were rewarded with a soak in our Volvic hot tubs at the end.
The Results – Brand scores for Volvic quickly began to see a turnaround following the activity at Tough Mudder events around the UK, with brand awareness and affinity scores improving for the first time in three years, while sales continue to grow.