How we launched a new product, created excitement and boosted trial and sales while getting people active.
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.
“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
“I can confidently recommend the professional, creative and accommodating dotGOOD team – they go above and beyond, no matter the task.”
– Former Incolabs Brand Manager
“An energetic, creative team that delivers.”
– Croxley Brand Manager
“Through ongoing tailored messaging, dotGOOD has given our initiative a strong advocacy voice and increased the visibility of our work.”
– 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.”
– Hi-Tec Sports Marketing Director
“The dotGOOD team have proven their dedication to innovation, creativity and doing good.”
– Nedbank Sponsorship Events Manager