The Challenge:
To develop a summer activation programme for h2go with the objective of creating a strong sales and brand presence on the ground, by bringing h2go to life at key festivals, parties and events, on the streets and beaches across New Zealand. The aim was to eat into the market dominance of h2go’s main market competitor. The challenge was put to us in a simple form – Operation Pump Deflation.
What we delivered:
We constructed a multi-faceted campaign to saturate the summer market with the h2go brand. By staging a tour of the summer hotspots around the Coromandel and Tauranga, we represented the brand in front of a huge number of summer holiday makers. From families to young partiers, the aim was to get a bottle of h2go into the hand of as many people as possible.
In support of the campaign the Brand Events creative and design team put together an extensive range of uniforms, event collateral and promotional vehicles. The uniforms had a great variety, from funky summer festival attire, to an evening and corporate style. Our summer fun wagon and Scooter Squad were a real feature of the summer, and not an event went by where our crew wasn’t spotted sampling or selling refreshing h2go to Kiwis.
We leveraged sponsorships of key summer events such as the New Zealand Pro Beach Volleyball tour, Mercury Rising NYE, Summadayze Dance Music Festival, and the Big Day Out. Brand Events’ exclusive Snapcard sales mechanic and brand ambassador team managed to double water sales at the Big Day Out from the previous year, selling nearly 40,000 units over the course of the day. Our team were also scattered throughout these events with cooling sprayers to refresh people as well as quenching their thirst.
We also used guerrilla marketing techniques to get spotted at a variety of other events where other sponsorship might have been arranged. This highly effective technique is always extremely well received by the public, and great fun for the crews involved. In particular our presence at the world renowned A1 Grand Prix in Taupo was a huge hit.
In line with the ATL campaign, Brand Events staged several large scale water fights in Auckland’s CBD. We leveraged connections with celebrities Brooke Howard-Smith, Aja Rock and Nicky Watson to create a buzz around the water fight mechanic. Brand Events also created the h2go Waterfight website for people to upload their favourite waterfights and water attacks.
