BENGAY® is a trusted pain reliever brand that has been around for over 100 years, but as their core consumer based aged, the brand needed to attract younger audiences. In 2013, Bengay sought to connect with active millennials and position the brand as the "Champion of Movement".

We sought to empower Bengay to participate in mobile moments of personal fitness achievements and provide value relevant to the active lifestyle.

To do this, Bengay partnered with a mobile rewards platform to reach over 1.8 million users of over 28 different smartphone workout apps. The partnership program created a unique ‘achievement’ targeting model that allowed the brand to celebrate each users' accomplishments within popular exercise apps. Right at that moment of joy, Bengay delivered a congratulations message and a free mp3 download reward to encourage their next workout session.

In just two months, the campaign delivered over 100K reward redemptions, but the impact on the brand was even more astounding:

- Ad awareness increased by 70% (24X higher than CPG benchmarks)

- Message association grew by 39% (20X higher)

- Brand favorability lifted by 32% (16X higher)

- Purchase intent augmented by 38% (19X higher)

Bengay partnered with a mobile rewards platform to reach over 1.8 million users of over 28 different smartphone workout apps.

The partnership created a unique ‘achievement’ targeting model that allowed Bengay to celebrate each user's accomplishments within popular exercise apps such as Map My Fitness, Endomondo, 7-Minute Workout, Simply Yoga, 10K trainer, and many more. Right at that moment of joy, Bengay delivered a congratulatory message along with a free mp3 download reward encouraging their next workout session.

For Bengay, this approach enabled the brand to reach existing, highly relevant audience segments and be part of their "natural habitat" rather than attempting to build up its own fitness audience, or disrupt their target audience mid-workout with conventional advertising tactics.

In just two months, the campaign delivered over 1.8MM Bengay-branded fitness congratulations and over 100K reward redemptions--that's over 1 reward redeemed every minute during the entire campaign.

The impact on the brand was even more exciting, with every Consumer Packaged Goods mobile advertising benchmarks shattered:

- 70% increase in ad awareness - 24X higher than CPG benchmarks

- 39% higher message association - 20X higher than benchmarks

- 32% lift in brand favorability - 16X higher than benchmarks

- 38% increase in purchase intent – 19X higher than benchmarks