Results and Effectiveness

A total of 40% of Fitness First gym members participated in Berocca’s 7-Day RPM class Brand experienced 77% ad awareness recall by the gym-goers. Berocca saw many positive converts amongst urban males, evident by a 47% jump in sales in second half of 2011 versus first half of the year.

Creative Execution

We identified RPM class because it is a male-focused training that requires frequent water intake during workout. We partnered with largest gym network, Fitness First. Campaign launched with recruitment ads in various gym areas such as standees at the main entrance, banners in the juice bar area and mirror stickers in locker rooms. We also partnered with gym instructors; leveraged their credibility and trusted expertise to drive sign-ups. During RPM classes, instructors would educate participants on why it’s important to get the right kind of energy boost for effective training, thus promoting Berocca’s right kind of energy-boosting superiority. Participants are then encouraged to drop a Berocca tablet into their water tumbler, and were reminded to drink every 15 minutes to keep their energy levels up allowing them to experience Berocca’s benefit first hand.

Insights, Strategy and the Idea

Stress & fatigue are 2 common problems faced by urban males because of their constant need for physical alertness. However, urban males are unaware of Berocca’s energy-boosting superiority due to lack of product understanding. We were challenge to educate and convince urban males of Berocca’s superior Vitamin B benefit in boosting energy in a unique and captivating way. Research shows that men, when choosing supplements, rely on evidence of product benefits or peer recommendation. Riding on this, we needed an engagement activity that encourages men to try and experience the physical difference that Berroca causes. Rather than randomly handing out product samples, we partnered with gym instructors and got them to actively endorsed Berocca through a tailored RPM class.