ACTIVATION: FOUR SEASONS WELLNESS X BRONTE BEACH TAKE-OVER

Apr 13

Situation:

Four Seasons engaged Movement Agency for the launch of their new intimacy gel. The newest instalment to their Wellness Range, includes beautification of your lubrication, introducing a key skincare element into this innovative product that will have you feeling wetter than ever.

Strategy:

The approach involved a staggered strategy that looked to do earned press, followed by a consumer activation at Bronte Beach and will be supported with a 150 pax mailer. With the tagline of the product centred around Stay Wetter For Longer, we decided that the best approach was to do a mass drop of product, merch and some water to a local watering hole on a Thursday morning at sunrise. The selection was made to activate at Bronte Beach, near the Bogey Hole and Pool to tap into two water holes that draw crowds at sunrise. One hundred towels and two hundred custom cans were created for this moment in time, that were all focused on the tagline. We wanted to lean into the cheeky and fun side of the brand.

Services provided:

Activation Strategy Development
Creative Concepting and Ideation
Supplier Comms
Promotional Staff Support On The Ground
Management of All Logistics On The Ground
Paid Media Partner Support and Negotiations
Earned Press Outreach
Creative Mailer to Support Consumer Activation targeted at Media and KOLs.

Result:

Within 60 minutes handed out all allocated product and items, with positive feedback and sentiment on the ground from consumers who interacted with the activation. Surprisingly an older demographic was most intrigued and interested by the product which was a refreshing experience on the ground.