Featuring a puppy patting pen, yoga sessions, a massage parlour and a glam bar.
Liquid IV. Is getting Australians to have fun running again in a campaign via Hello.
The campaign features radio and podcast duo Lu & Jarch convince 2x Olympian and Commonwealth Games Silver medallist Peter Bol.
“As a fellow runner myself, I can attest to runs not being that fun…especially when dehydration kicks in! But we loved Hello’s unique spin on bringing the fun back to running,” said Liquid IV. Australia senior brand manager Harrison Power.
“Running has become incredibly popular in Australia in recent years.
“So, the fact that 90% of Aussies don’t find running fun, showed there was a real tension at play and an opportunity to flip the script with Liquid I.V.’s Funnest Fun Run.
“The campaign created a great space for Liquid I.V. to slipstream Aussie culture in a clever way to create something unique, social first, entertaining and newsworthy.”
The campaign culminated in the 3KM Liquid I.V. ‘Funnest Fun Run’ at Centennial Park.
The course was complete with pit stop installations including a puppy patting pen, yoga sessions, a massage parlour and a glam bar and of course a Liquid I.V., which included more than 50 of Australia’s influencers & creators.
The campaign is live with social ads, OOH, influencer, earned and paid media extensions. The paid media strategy and rollout is led by Mindshare.
“In terms of positioning, we saw a lot of other hydration products playing in pure pharma or pure sports performance silos, missing the higher frequency, broader category entry points on offer,” said Hello managing director Sam Kelly.
“Aussies like exercise, they also like play and they invest in daily vitamin and skin care routines; this campaign was all about showing whatever was on the agenda for the day, there is a daily hydration use case for Liquid IV.
“This integrated activity brings that “Live More” essence to life in a bold, disruptive and consistent way”.
Campaign Credits
Unilever:
- Senior Brand Manager - Liquid I.V. Australia: Harrison Power
- Brand Manager - Liquid I.V. Australia: Blas Lamberti
Hello:
- Managing Director & Partner: Sam Kelly
- Director of Client Solutions: Julien Dupuche
- Creative Director: David Varney
- Director of Social & Editorial: Ben Stavert
- Senior Account Director: Sunny Manadavadi
- Head of Social & Talent: Daniella Brenner
- Head of Publicity: Allex Conley
- Head of Events: Olivia Watts
- Account Director - Talent: Danielle Currie
- Account Director - Social: Nicole Vella
- Senior Account Manager - Social: Niamh Thompson
Mindshare:
- Connections Planning Associate Director: Sam Clarke
- Client Director: Tayla Wright
Launch Film Production:
- Director - Josh Logue
- Executive Producer - Somewhere Nowhere: Zac Warneford
