VITAMINWATER #KEEPYOURVITS
Our brief was to launch the #keepyourvits hero content (the film) to a UK audience online and create a voice for the brand in the existing ‘office rant’ space on social media.
To promote the campaign across social and encourage organic video views, we needed to disrupt consumers in a positive way. Twitter being the natural home of ‘the rant’, we listened out for the UK’s office problems so that we could jump in and respond with personalised GIFs and memes created from the video footage, to raise a smile, create a positive relationship and encourage views.
In London we went one step further and responded to people’s office meltdown moments with a timely delivery of 100 bottles of vitaminwater, direct to their offices within the day. We delivered 500 bottles a day over 4 weeks of activity – 10,000 bottles total.
Client: vitaminwater. Agency: Exposure Creative Strategy Catherine Pryce Art Direction Conor Lehane