Ever gone swimming at the beach and found your wallet and keys have been stolen while you’ve been in the water? Nutri Grain has the solution built in to its Iron Man sponsorship ads..
The Kellogg’s brand takes a useful approach to outdoor work for its sponsorship of the Ironman Series with custom built branded beachside lockers. Activation that itself actually solves a problem for consumers, spectators and participants alike.
The unit is not just a promotional poster, but also provides a space to secure people’s possessions whilst on the beach. Constructed within a walk-through trailer, each unit has 120 storage lockers with keys (and attendants too).
They initiative bolsters Kellogg backing of the Nutri-Grain Ironman Series, with imagery showing participants in the event on the sides of the locker unit. The large format and roaming billboard campaign was developed by OOH Mobile/Media with agencies JWT and MindShare, also features large format billboards and roaming mobile billboards.
This is just one of several promotional platforms for the Nutri Grain sponsorship. Other elements include TV and YouTube spots, online competitions and nutritional information as well as on pack work.
The campaign’s core digital hub offers a wide range of content that features such as Nutri Grain Ironman TV, an exploration of the Ironman Code, food and protein facts, competitior profiles and race information.
Comment:
A branded utility that works well from both a practical and a promotional perspective from a brand that actually has some genuine synergy with the platform it is sponsoring.
Links:
http://www.nutrigrain.com.au/nutrigrain-tv.aspx
www.youtube.com/user/NutriGrainIronman
http://www.youtube.com/watch?v=BBLbOXmWHEg
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