Create a promotional campaign that differentiates Mizone and drives sales in the context of the crowded sports-drink category.

Our task was to persuade Australians to drink more Mizone. With 71% less budget than last year, Mizone achieved a year-on-year sales increase of 35%, scoring the highest monthly sales figure in 3 years.The ZoneLab created music that was scientifically proven to be more motivating. Our consumers agreed: over 35,000 people visited the ZoneLab, spending a total of 74,083 minutes watching the films or sampling the ZoneLab music. Our Facebook following increased from 700 to over 10,500 (with no Like-gate) and the Australian press loved the story – our PR activity generated 6,012,105 media impressions.

Music, it is said, has the power to take us to a different state of consciousness – a place where physical effort feels easier, you perform better and enjoy it more; a place they call 'the zone'. Mizone put this theory to the test, establishing the ZoneLab to identify the best music to put athletes in the ‘zone’.We enlisted a Professor of Motivational Psychology, 4 composers and 4 regular athletes. Together we created 4 ZoneLab-tested music tracks. Then we gave the music away with every bottle of Mizone that we sold as a gift-with-purchase to drive more sales.

Incorporating a gift with purchase got our retailers on side, winning us priority shelf facings. The nature of the promotion gave regular Australian athletes a reason to buy Mizone over other sports drinks. All sports drinks promise to help you perform, but Mizone was the only brand that had a way to make exercise more enjoyable. And the only way to access that magic facilitator, was to buy a bottle of Mizone.