How we launched a new product, created excitement and boosted trial and sales while getting people active.

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THE PERFECT EXPRESSION OF A BRAND

Getting consumers to try a product is the ultimate goal of a launch. Aligning it with a challenge where the product is the ideal solution will boost sales, play a massive part in brand awareness and drive loyalty.

Energizer epitomises power, positive energy and, with the launch of its new Vision headlamps, a secure, hands-free, path-finding aspect. What would be the ultimate expression of these brand attributes? Exhilarating inner-city nighttime obstacle races, and golf course and beach runs (in collaboration with Clean C) that would also shine a spotlight on the versatility, durability, comfort and light weight of the headlamps.

The Jump City Challenge in Johannesburg’s Newtown was just one of the socially responsible examples we tied the launch to. It featured 30 epic obstacles in 10km of adrenaline-fuelled trail running through a darkened Gold Reef City​ Theme Park, the Apartheid Museum​ and more inner-city challenges, combining thrills with an appreciation for South Africa’s history.

Our challenge was to generate excitement and awareness of the events and the launch of the Vision headlamps, spark trial and brand loyalty, drive sales and generate support. Awareness for the events exceeded all previous records from the partnership with Energizer.

Using our experience as a brand activation agency, we achieved trial and sales by demonstrating and selling the headlamps in the buildup to the race, as well as through mailers, digital advertising, social marketing, flyers and PR. Lights were also sold online with entries and at the events.

OUR ROLE

  • Conceptualisation
  • Design
  • Event partner negotiation
  • Execution/Logistics
  • Procurement
  • Media liaison
  • Social media engagement
  • Marketing communication
  • Event management
  • Reporting

THE CHALLENGE

  • Create brand awareness around Energizer’s new range of headlights called Vision.

THE OUTCOME

  • We brought the brand to life with a number of interventions including demonstrating and selling the headlights in the buildup to a calendar of night races.

“dotGOOD has done an amazing job in bringing our positive energy messaging to life. It created relevance for our brand among various target audiences, plus it delivered a healthy return on investment in terms of generating sales.”

– Rashmi Vadivelu, former Senior Brand Manager, Energizer South Africa

LET’S WORK TOGETHER!

CONTACT US

WHAT PEOPLE SAY

“An energetic, creative team that delivers.”

Rehana Moolla

– Croxley Brand Manager

“Through ongoing tailored messaging, dotGOOD has given our initiative a strong advocacy voice and increased the visibility of our work.”

Stasha Jordan

– South African Breastmilk Reserve Executive Director

“We choose to work with dotGOOD because of their expertise in sustainability and their unique ability to reach commercial objectives.”

Joanne Esterhuizen

– Hi-Tec Sports Marketing Director

“The dotGOOD team have proven their dedication to innovation, creativity and doing good.”

Jayantha Naidoo

– Nedbank Sponsorship Events Manager

““I can confidently recommend the professional, creative and accommodating dotGOOD team – they go above and beyond, no matter the task.””

Rehana Moolla

– Nedbank Sponsorship Events Manager