Connecting and engaging the target at ‘energizing moments’ throughout their life by delivering a tailored message at each contact with a key visual element to further link the media campaign components together. Out of home at petrol stations was used to deliver a message referring to refuelling yourself and the car, and branded mousepads in universities were used to offer students a solution which would give them the energy to keep studying.

Awareness of 17% and a trial rate of 9% among the core target after three months ensured business potential was maximised, especially via the delivery of messages customized to each channel. Specific targeting and understanding of the core target ensured that key awareness metrics measured strongest against our core target.