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 and 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.
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.
Chiara Seidenader - 72.2K
Dubai Police HQ - 627 K
Virgin Radio - 115 K
Big Rossi - 23.8 K
Manal Rostom - 88.4K
Sky Dive Dubai - 473 K
Rob - 14.5K
Mrs. Posetivity - 3.6 K
Johnny Young - 15.9 K
Kris Fade Show - 64.5K
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
