AA Drinks briefing concerning an in-store activation campaign around awareness for Isotone sports drinks linked to the FIFA WC 2018 in Russia, lead to the roll-out of the “future world champion” campaign with Dries Mertens as selected main ambassador.
Are you made of sweat?
By buying AA Drink in your local store, you could win a sweat activated t-shirt. When sweating in this shirt, a message appeared. Depending on the message, you could win a meet & greet with Dries Mertens or a signed shirt. The in-store activation was backed up with a big social media campaign: video & pictures of the AA Drink ambassadors David Goffin, Pieter Timmers, Sven & Thibau Nys sporting & sweating in their sweet activated t-shirt, Dries Mertens content linked to the performances of Belgium during the FIFA WC, etc.
This 6-week activation campaign lead up to a substantial increase of AA Drink sales, more than 12,500 contest participants, 5.4 millions social media impressions & 850,000 video views.