Push Forward

Background

“Some play the game. Others change it.” This is a statement from ESN, or Elite Sports Nutrition. The originally German sports brand sought a partner for the introduction of their ‘performance-driven fuel’ in the Netherlands. What started as a ‘simple’ sampling request ended in a 360º activation with a unique world record. Megawatt went beyond the request and focused on the desired outcome. By thinking outside the box and refusing to settle for mediocrity, we achieved the best results. So, let’s push forward.

Services

Creative
Strategy
Concepting
Social
Advertising
Content
Community
Brand
Positioning
Media

Approach

The sampling and brand activation were separated but united through content. This principle helps reduce fragmented communication and brings clarity to the message. Sampling equals buying, so samples definitely needed to be distributed. How many? About 700,000. With an agreement at the end of June and the first action day at the beginning of August (total campaign weeks: 4), we put everything on the line over six weeks to make this happen. Strategic sampling, tight coordination with OOH media, combined with targeted social ads and precise geo-targeting.

However, sampling and online activation alone are not enough. This is where the 360º approach truly shines. We devised a unique world record attempt. Don’t beat records. Set them! At Rotterdam Central Station, participants (sporty influencers and other sports enthusiasts) were invited to push a weight over the greatest possible distance. Push Forward, indeed. With a PR event, advertorials (both online and offline), authentic social content from (micro) influencers, and the establishment of an official world record, it was an exceptional success.

Result

If you can’t measure it, you can’t manage it. So, apart from distributing a tremendous number of samples (and I mean a lot) and a successful world record attempt, we look beyond that. What impact did this 360º activation have? During the campaign period, we gained 26,600 new paying customers. There were 8,300,000 views registered on YouTube, and on Instagram and TikTok, we saw 760,000 owned feed posts. Google reported a 15% search uplift, and the popularity and recognition of ESN have become inseparable from the Netherlands.