Throughout the month of March, Auckland was host to an international fleet of racing yachts and their crews taking part in the Volvo Ocean Race.
After winning a three-way competitive pitch, experiential agency Fluxx was asked to come up with activation and sponsorship concepts for the SCA (known as Asaleo are in NZ) all-female racing team.
In response to this brief, Fluxx worked with the global SCA and local Asaleo Care teams to bring their activation ideas to life.
The team created a sustainable garden in the outside pavilion where Handee and Sorbent paper towels were used in a variety of ways to help grow a Kiwi garden and create terrariums in special workshops.
Passing consumers were invited to watch the sessions and learn more about the product, while relaxing in the cool and green New Zealand bush surrounds. The messages around sustainability and ‘New Zealand-made’ were further incorporated in the large pavilion with a huge wall explaining the manufacturing processes and sourcing from NZ forests and sustainable energy.
The main pavilion housed the activations for the other brands in the SCA stable, Libra and TENA. Fluxx says with both brands, being female-focused encouraged it that massage sessions would be popular at the Volvo Ocean Race, on a long, hot summer’s day.
“Trained masseuses ran daily sessions with long queues of event-goers, who also receive a goody bag from the brands on the day. The SCA racing team also joined in the fun,” a release says.
Along with these activations, SCA brought a Facebook photo booth for social engagement, Lego yacht, team and race boat information and a meeting area for corporate hospitality and hosting for SCA clients, media and crew, to the main pavilion.
“These activations once again are proof that our insight-driven strategy and creative form the best activation ideas for clients,” says Fluxx founder and creative strategist Mark Pickering, “We took a number of key learnings from the brands as well as the target consumer’s likely behaviour patterns at the Volvo Ocean Race village to develop a campaign that creates interest, reflects the values of the brands and gives the consumers a key take away from the activation. The biggest challenge was working with four very different products in the brand suite – each with a different brand message to get across – and creating complimentary activation pieces for each at the site.”
He says the brand activations worked really well in engaging with consumers as well as providing a reason for entry into the Team SCA areas.
“Foot traffic was recorded as the second highest of the stopovers to date and I believe the activations were directly responsible for this fantastic achievement.”
The Volvo Ocean Race concluded on Wednesday, 18 March, with the teams then leaving for the next leg in Brazil.