The Brief

In 2012 we had launched a successful Olympics campaign that showed shrunken athletes returning to normal size after drinking Ice Dew – because with your body being made of 60% water, when you’re dehydrated you’re not 100%. On a very limited budget we needed to further reinforce Ice Dew’s hydration message and build upon the 2012’s campaign, highlighting the new premium bottle design.

Describe how the promotion developed from concept to implementation

With this limited budget, we invested nearly all the budget into an experiential activation appearing in Hangzhou and Chengdu from the end of April 2013 and used Earned Media to drive reach. Our plan was for 3000 people to attend. An Ames Room is a distorted room, creating the optical illusion of people appearing small and then large. With the Ames Room at its heart, we created a Hydration Station –a physical structure that in a fun, premium way could educate people on the importance of hydration, experience themselves not being 100% and use video content to drive Earned media.

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

Our plan is for 3000 people to attend and over 5000 people attended exceeding the goal by 64%. In each city, the Hydration Station gained local media attention and excitement from consumers who found it a unique and compelling way to bring the brand and its hydration message to life. The online videos we filmed went on to be viewed 397,173 times without any media or seeding support. All in all, we had found an incredibly cost-effective way to build upon the 2012 campaign, break through the clutter and drive further excitement around Ice Dew.

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

The Hydration Station explicitly brought the product benefit to life and with the Ames Room, people could personally experience transforming from not being 100% to normality once they had rehydrated with Ice Dew.