Challenge

Streets Blue Ribbon wanted to generate awareness of their new 308-372 Calories Per Tub ice cream and demonstrate how the new range fits into a balanced lifestyle.

Solution

VMO implemented an integrated, multi-platform campaign in over 450 leading health clubs across Australia. The campaign was broadcast on the VMO Active TV and REACH networks with ambient change room takeovers and strategically positioned group exercise door decals supporting the digital campaign. A custom editorial sponsorship featured in Fitness First and Fernwood Magazines was also distributed to over 100,000 members.

A bespoke workout took place in 3 flagship locations across Sydney, Melbourne and Brisbane in which health club members participated in one-hour of high-energy aerobics and burned more calories than an entire tub of the new Blue Ribbon range. As a reward, they got to walk away with a full tub of the ice cream.

Results

• 120 members attended the bespoke workout

• Over 55L of Blue Ribbon 308-372 Calories Per Tub ice cream was sampled

• +4% above benchmark audience engagement of the on-screen campaign*

“We’re really excited to introduce Aussies to a tasty alternative to traditional ice cream. And what better way to do it than after a fun, hardcore workout. You could say sweet dreams are made of this!”

-  Stephanie Tannous, Blue Ribbon Brand Manager

Source:
*DART post-campaign results (1,000,000 contacts)