ACTIVATION: Sundae Body CGI Body Whip Moisturiser Campaign
Situation:
As we know the rise of CGI is growing immensely and more brands are moving into the CGI space when launching new products, and campaigns and looking to create out-of-the-box content that will get consumers to stop on social media and engage. From a covered Big Ben in a Northface Puffer, Rimmel roaming eyelash/mascara train to bursting Sephora shopping bags, every brand is looking to CGI to catch people's attention.
Since there was such a surge in 3D / CGI tech, Sundae Body was determined to push boundaries and launch their new Body Whip Moisturisers through CGI technology by releasing a CGI social video. The video showcased Sundae Body Whip Moisturiser Inflatables floating around Bondi Icebergs' pool. Sundae Body wanted to bring the new Body Whip Moisturisers to life whilst also creating an illusion of their tangible presence in the physical world. They incorporated real-life elements such as Ice Bergs Dinning, their partnership with Bondi Lifeguard Harries, and having locals post on their socials within their CGI campaign to showcase a new and innovative way to bring CGI into the real world in a creative and fun way.
Strategy:
With the assistance of MVMNT Agency, the Sundae Body Whip Moisturiser Range and CGI campaign was launch through an activation through social media and on-the-ground in real-life. MVMNT agency was able to build and generate buzz across social media and traditional press.
MVMNT Agency executed a sampling activation at Bondi Beach where free Body Whip Moisturisers were handed out with branded Sundae Body ice-blocks next to a giant inflatable Body Whip Moisturiser Tub. The activation saw a wide range of Bondi locals stopping in their tracks to take a look at the activation and come up to see what was going on and grab themselves a free moisturiser and ice-block.
Whilst this was happening, Sundae Body’s CGI video launched on their social media along with Bondi Lifeguard Harries Instagram stories who Sundae Body partnered with to showcase the believable and real-life element to the campaign.
Services provided:
PR launch strategy
Pitch development
Media outreach
Editorial placement
Activation management
Results:
MVMNT agency was strategic in every detail for this campaign, from the selection of their key opinion leader partner to the location of the activation and added offering (ice-blocks) with the Body Whip Moisturisers that were handed out.
Media Placement (on the Body Whip Moisturisers) include, 7news.com.au, Beauty Directory, Beauty Heaven, Take 5, That’s Life, Better Homes & Gardens, Sydney Morning Herald, Mamamia, InStyle and News.com.au.
