The Campaign

Mizone formulated sports water, faced huge challenges; regarded as a purely functional hydration product lacking potency and promise in a declining category. So the objectives set were ambitious: 1. Increase sales by 10% in a declining category. 2. Increase market share by 17.5% in Scan and Route channels. 3. Achieve 7,500 Facebook likes. The target audience were Australians who exercise regularly, existing and new customers, and those who use music to get them motivated to help them find their 'zone' - where exercise feels better and performance enhanced.

Results

Mizone has been built around ‘the zone’ a mind-state where exercise feels easier and you perform. The brand claim: Mizone is scientifically engineered to keep you in the zone longer. To mirror the science behind the Mizone product, the solution sought to fuse science and creativity by developing four bespoke music tracks that would bolster sports performance. The solution utilised a sports psychologist, musicians and everyday athletes to create an original offer to consumers; Mizone, plus music, to get you into the zone. Further, the experimental nature of the creative provided an exciting story around which consumers could engage and try for themselves.

MIZONE ZONELAB – EXPERIMENTS IN MUSIC TO PUT YOU IN THE ZONE. We developed a brief from an Olympic Sports Psychologist’s research, then we selected 4 Australian musicians, from different musical genres to work with 4 athletes and tasked them to create a track to put him/her 'in the zone'. We created film content documenting the experiments. The Zonelab music tracks were given away with purchase: 1 bottle purchased = 1 track to download. The film content and tracks lived within Zonelab’s Facebook page ensuring our audience could see the experiments, download music and share views. PR targeted sports and music media. The desired outcome; to excite trade, motivate customers to purchase, drive talk-ability of the product.

The campaign achieved the impossible —increasing sales in a declining category and giving consumers a reason to engage with a near-invisible brand. Results: Sales: • 35% increase in sales with 72% less marketing spend than previous year. 25% over the business target. • Highest ever-monthly sales. • 21% increase in share within the grocery category. • All in a category declining at 20% year on year. Brand Engagement: • Increased Facebook fans from 700 to over 10,500. • 74,083 minutes of experiments watched by over 35,000 people. • 30 articles published online and in print media - from FMH to SMH with a 6,012,105 media impressions.