MonViso 30x30

MAKING A REVOLUTION
OUT OF A FITNESS DRIVE

THIS IS HOW MONVISO STOPPED BEING A WATER BRAND AND BECAME A MOVEMENT

THE BRIEF

Take over Dubai’s largest people’s event and fitness initiative - Dubai 30X30 and make it the stage for a MonViso awareness drive.

THE CHALLENGES

Sustaining a campaign for a new water brand for 30 days & making it top-of-mind amongst an entire city, driven towards getting fit.

THE IDEA:
3 FINGER SALUTE

For an already motivated audience that is making lifestyle changes, the idea was simple - take the MonViso pledge to hydrate, donate and recycle.

THEY NEEDED A CAUSE.
WE GAVE THEM 3.
30x30 participant
Kris Fade Show
Manal Rostom
Nike Ambassador
30x30 participant
Rob Donker
Fitness Enthusiast
Dubai Police
Corporate Events
Children's Fitness Initiatives
Big Rossi

IMPACT

We caught the wave of change with our ‘3 finger salute’ and everyone took the pledge across mediums - at on-ground events, the radio, 30X30 fitness stations, and social media. From influencers to fitness enthusiasts. At corporate events, children's fitness schools and sporting organisations.
Getting fit and hydrating + donating to the Al Jalila Foundation + getting their bottles recycled gave them a mind, body and soul rejuvenation.
Even SkyDive Dubai joined in.
A Pledge from 13,000 feet up in the sky

70,000 runners took over Dubai’s most iconic road, holding MonViso bottles.

Our hydration booths quenched more than their thirst for water. Here, they became a part of a cause with the MonViso pledge.

Omnipresent. Explosive. Viral.

Omnipresent.
Explosive. Viral.

5 in 9 people of the UAE heard about the MonViso pledge

Earned Media

Manal Rostom, Big Rossi, Virgin Radio, Sky Dive Dubai and other big influencers with a collective audience of 1.5 million took the pledge, taking earned media to AED 500k.

Results

1. The campaign went viral
2. Conversations increased exponentially
3. MonViso dominated the water brands’
share of voice and got associated with an active lifestyle

KPI

Awareness and engagement.

Earned Media

Manal Rostom, Big Rossi, Virgin Radio, Sky Dive Dubai and other big influencers with a collective audience of 1.5 million took the pledge, taking earned media to AED 500k.
  • Chiara Seidenader - 72.2 K
  • Dubai Police HQ - 627 K
  • Virgin Radio - 115 K
  • Big Rossi - 23.8 K
  • Manal Rostom - 88.4 K
  • Sky Dive Dubai - 473 K
  • Rob - 14.5 K
  • Mrs. Posetivity - 3.6 K
  • Johnny Young - 15.9 K
  • Kris Fade Show - 64.5 K

Results

1. The campaign went viral
2. Conversations increased exponentially
3. MonViso dominated the water brands' share of voice and got associated with an active lifestyle

KPI

Awareness and engagement.
  • 3 Million+ Impressions
  • 1 Million+ Reach
  • 1,000+ Page Views
  • 100+ Entries
  • 250,000 AED in Free Media

150,000 bottles were recycled during 30x30

SERVICES

  • Brand Positioning & Launch
  • 360 Activation Campaign
  • Campaign Planning
  • Campaign Graphics & Guidelines
  • Social / Digital Content
  • Offline Campaign Assets
  • Event Management
  • Live Event Coverage
  • Social Listening
  • Long Animation Videos
  • Community / Online Relationship Management
  • Media Planning
  • Ad Placement
  • Reporting & Analysis