ACTIVATION: SODALY SUMMER HOUSE TAKEOVER
Situation:
With the launch of Remedy Drink’s Sodaly Addicted brand campaign, Movement Agency was engaged to elevate and amplify its reach and impact throughout the peak summer period.
Over three days, Tuesday 18th February, Wednesday 19th February and Thursday 20th February, together with Movement Agency, Sodaly hosted a fully-branded takeover of the Lilypad for the ultimate Sodaly Summer House experience. Sodaly addicts were treated to ‘Sodaly Spiked’ cocktails, canapes and curated DJ beats as they soaked up the sunshine with the better-for-you drink of the season. Aimed at capturing the irresistible appeal of the 100% natural soft drink, the Sodaly Summer House brought the Sodaly Addicted phenomenon to life with an immersive brand experience for tastemakers.
The floating house was fully transformed, adorned with bright Sodaly Addicted signage and playful elements with plenty of custom-branded touchpoints, including but not limited to life-buoys, eskies and inflatables. Every inch of the floating Sodaly Summer House was fully transformed into a fun, experiential environment that perfectly captured the essence of what it means to be Sodaly Addicted.
Strategy:
Movement Agency executed a creative strategy that placed the Sodaly Addicted campaign in the ultimate summer setting, surrounded by the crystal waters of Palm Beach, truly testing what lengths attendees would go to get their Sodaly fix. Through experiential PR tactics, Movement successfully brought the campaign to life, secured press features and generated extensive social media coverage.
To amplify the brand experience, Movement Agency engaged key opinion leaders to capture compelling content, significantly extending its reach. By working closely with suppliers, Movement curated the perfect backdrop to prompt organic social media mentions and generate buzz around the Sodaly brand.
A professional videographer and photographer was on the ground, capturing high-res content that was then pitched out to media to generate press coverage and shared with key opinion leaders to further boost awareness on social media.
Services Provided:
Activation Ideation and Management
Creative Briefing
Pitch Development
Media Outreach
Key Opinion Leader Outreach
Paid Key Opinion Briefing and Management
Results:
The Sodaly Summer House was a tremendous success generating meaningful press coverage in The Daily Telegraph, Campaign Brief, Mi3, Inside Retail and Who Magazine. Through both paid and organic key opinion leader partnerships, Movement Agency successfully reached an audience of 4.7 million, with 234 social media mentions.
The event had appearances from top-tier talent such as Tahnee Cook, Montarna McDonald, Caro Tran, Bernadette Fahey, Bella Varelis and Liv Grivas.
