Supradyn is a multivitamin brand offering physical & mental support and energy boost to consumers. It was launched in 1959 as the 1st Multivitamin in the world also has a strong heritage in Turkey.

Although awareness and household penetration of the Tiredness & Fatigue category have still room for growth in Turkey; Supradyn has the highest awareness scores among category buyers. Our parents, even grandparents know and trust the brand. What about the younger generations?

The challenge was to break the old image of Supradyn and rejuvanate the brand. Our goal was to carry the strong brand heritage to younger generations for sustainable growth and to transform Supradyn into a brand that appeals more to younger audience.

Gaming was the perfect platform. While playing for long hours, gamers need to be at their very best physically & mentally to succeed, that makes Supradyn and gamers a perfect match!

Supradyn, as “the” brand providing mental & physical performance, has claimed its rightful place in the gaming world, going beyond just being a sponsor, becoming a companion for the gamers who wants to become professional e-sports players, via founding Supradyn Energy Academy. It was a platform that would directly touch and even change the lives of the youngsters, brought to them by Supradyn.

Supradyn Energy Academy was not designed solely as an esports academy for its trainees, but also a hub for gamers featuring educational & entertaining content, the first esports training hub in Turkey, sponsored by Supradyn & free of charge.

After validating gaming as the right platform, an e-sports academy rose above other alternatives due to the strategic priority of having a deep and sustainable relationship with genZ. Since their biggest concerns are lack of access to education, unemployment and economic distress, this was the best fit.

Being accepted in gaming world was only possible via having a full grasp of the ecosystem, speak the same language and be respected. The partner should have been from within but also understanding Supradyn’s DNA & objectives. This was the project’s cornerstone.

As part of the strategy, ensuring a long-term relationship with the engaged users and using their digital trails to find like-minded gamers was critical. Collecting privacy permitted applicants’ data was a key priority. As planned, 1stparty data is used to have an ongoing communication with applicants & will be used for the 2ndyear announcements for the community & their lookalikes.

Academy focused on 3 of the most popular games: PUBG Mobile, Counter Strike and LoL.

The campaign was announced with 16 streamers. Our microsite received applications from thousands of highly skilled gamers. 13k applications received, a record number to a gaming activation!

14 talented gamers were selected. A 3-month intensive training designed including courses such as game tactics, mental stability, teamwork, stress control and English, due to low English literacy in Turkey & that it’s a must in gaming universe.

After the trainings, young adults graduated from the academy ready for the first chapter of their esports careers! They were given a chance to show their skills to the scouting teams of professional clubs.

“Supradyn Energy Gaming Arena”, YouTube, Instagram & Facebook accounts were created to drive further interactions and sharing ongoing training contents & tips.

The campaign was activated via YouTube, Instagram, Facebook, Twitch and NimoTV.

Ads and influencers’ posts received 67 million impressions.

Positive comments on social media increased by 265% in campaign period.

3 points market share was gained compared to the pre-campaign period.

Unaided awareness in GenZ increased by 2 points reaching 45%. Moreover, with 87% we became the most preferred multivitamin brand among young adults, and the difference vs. closest competitor rose from 3 to 9 points.

Our brand strength analysis in GenZ showed significant positive changes in all metrics. We observed a 14% increase in being appealing, a 7% increase in being different, and a 3% increase in brand meaningfulness.

Significant increases in “used in past 12 months” and “regular usage”, by +6 points in both metrics, were observed. +1 point increase in “use most often” was also observed.

4/14 graduates already started their professional esports career & 3 are on the selection track.