Why is this work relevant for Brand Experience & Activation?

The Beach Guardians was a unique brand experience and activation because it found a novel way of delivering a product sample to consumers in their time of need. Additionally, the use of dogs aided in the reinforcing the positive image of the Human Nature brand.

Background

Despite the warnings, people still forget to apply sunscreen while on the beach. Human Nature wanted us to find a way to promote their line of environmentally friendly sunscreen, while also delivering a message about sun safety. Our objective was to find a novel and friendly way of promoting sun safety to people on the beach, without any negative connotations.

Describe the creative idea (20% of vote)

Working together with professional dog trainers, we trained a team of dogs to identify the scent of sunscreen and indicate it's presence or lack thereof. Once someone was approached by one of the Beach Guardians, we offered them a sample of our environmentally friendly sunscreen.

Describe the strategy (20% of vote)

Our target audience were primarily people on the beach who were being careless about sun safety. The campaign was about finding a positive way to promote sun safety and approach beachgoers without leaving a negative impression on them about the brand. When it comes to sun safety, it's easy for the consumer's mind to immediately jump to cancer. The Beach Guardians were therefore the perfect delivery mechanism as it informed our audience and left a lasting positive impression.

Describe the execution (30% of vote)

Dog training first began six months before the activation. We picked the most common, approachable and friendly breeds to ensure that beachgoers were unperturbed when approached. The training required the dogs to identify the most common chemicals in most sunscreen brands. They were then taught to react when it was present and when it was not present by sitting or laying down. In terms of media, the majority of the campaign ran on Facebook and Instagram, and was supported by a microsite where people could learn more about our Beach Guardians. The activation began in March 2020 and ran for one month (pre-Covid). The Beach Guardians visited four beaches in total.

List the results (30% of vote)

The response was very positive, with participants gladly taking part in the activation. The Beach Guardians themselves were very well received by the majority of beachgoers. Results: – Over 400,000 impressions within the first month. – Over 6,000 interactions within the first two weeks. – 8/10 people applied sunscreen once visited by a Beach Guardian.