The Brief

Mizone Formulated Sports Water faced acute issues: outspent and outpriced by its larger competitors it had to appeal directly to its core, current consumers—“everyday athletes”—physically active everyday Australians. The objectives were ambitious: 1. Increase sales by 10% in a declining category 2. Build market share by 17.5% in Scan and Route channels 3. Achieve 7,500 Facebook likes We decided that the best approach was to motivate sales using athletes’ own motivation (or lack of it) as the hook. If we could persuade them that our brand was the critical ingredient then our ambitions would be achieved.

Describe how the promotion developed from concept to implementation

Everyday athletes know about “the zone”—the place deep within, where their bodies, minds and spirits are in harmony. We filmed robust experiments and recorded original compositions which became content designed to draw in consumers. The music was made available as a gift with purchase. We created the Mizone ZoneLab – Experiments in Music to put you in the zone. We seeded stories, teasers, news releases and Mizone ZoneLab film content to drive traffic to our Facebook pages to download the “gift with purchase” music content. We had to encourage talk and more importantly action.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

There is nothing new about linking a brand to music. Linking sport to music is also not new. What is fresh is using the science behind particular types of music as a catalyst to motivate and invigorate. All athletes including everyday runners, kayakers, gym-bunnies, mountain bikers, etc. all know that staying on course is about mind-over-matter. Music plays a key role in this motivation and we had the science to prove it. We commissioned original compositions, recorded local artists and worked with everyday athletes to create the perfect blend of inspiration and perspiration.