The Brief
When Frucor Beverages launched their new Fresh Up ‘Energy’ range in 2008, they came to Brand Events with a challenge to saturate the summer hotspots, and keep in accordance with the ATL marketing campaign. The aim was to promote the new brand and its benefits, enabling Kiwis to ‘Feel the Force’ of the longer lasting low GI Acai Berry and added Guarana. Kiwis were very familiar with the Fresh Up brand, so it was up to us to demonstrate the new healthier, natural energy drink without all the junk.
What we delivered
The main component of the experiential campaign was our ‘Feel the Force’ Fresh Up Energy Monster Ute. We don’t mind saying that this vehicle is probably the most striking promotional vehicle ever created for an experiential campaign in New Zealand. With a giant fan on the back, we set up a crash pad behind the truck to test how much wind force people could handle. This fit in very well with the ATL campaign and the brand’s eccentric and popular ethic.
We delivered a huge, nationwide support programme in conjunction with The Rock FM, at summer hotspots and in workplaces all around New Zealand. The Rock provided the tour with 180 hours of air time support, and an online form for the general public to request a work place visit from the Fresh-up Energy team, where we would take their photos for more online exposure and give the competition winners a great Fresh Up Energy prize pack.
The Fresh Up Energy crew appeared in 14 towns and cities throughout New Zealand, and activated at 40 event days. Ranging from athletic events to motor and watersport events, as well as all the best recreational hotspots and summer vacation locations around the country. Wherever anybody needed an energy boost throughout the summer, we were there to give it to them!
