Title | MULTIPOWER MUSCLECAP |
Brand | ATLANTIC MULTIPOWER GERMANY |
Product/Service | MULTIPOWER MUSCLECAP |
Category |
A01. Fast Moving Consumer Goods |
Entrant
|
PHILIPP UND KEUNTJE Hamburg, GERMANY
|
Idea Creation
|
PHILIPP UND KEUNTJE Hamburg, GERMANY
|
Production
|
PHILIPP UND KEUNTJE Hamburg, GERMANY
|
Credits
Robert Müller |
Philipp und Keuntje |
Executive Creative Director |
Holger Lindhardt |
Philipp und Keuntje |
Executive Creative Director |
Justin Joshua |
Philipp und Keuntje |
Creative Director |
Jan-Sievert Krause |
- |
Creative Director |
Alexander Fuchs |
Philipp und Keuntje |
Art Director |
Marco Borth |
Philipp und Keuntje |
Copywriter |
David Schubert |
Philipp und Keuntje |
Digital Designer |
Wiebke Voss |
Philipp und Keuntje |
Senior Project Manager |
Tadvir Benipal |
Philipp und Keuntje |
Project Manager |
Jan-Erik Wessel |
Philipp und Keuntje |
Production Manager |
Laia Gonzalez |
Philipp und Keuntje |
Film Producer |
Lisa Krane |
Philipp und Keuntje |
Film Producer |
Micha Binz |
- |
Director |
Claire Jahn |
- |
Cinematographer |
Sascha Würker |
Philipp und Keuntje |
Editor |
Jan Klügel |
- |
Director / Producer |
Kira Bürgerhoff |
Philipp und Keuntje |
Editor |
Brehan Murphy |
- |
Actor |
Daniel De Homont |
- |
Location Sound Recordist |
Tobias Sauer |
The SoundShack |
Sound Engineer |
Dong Hun Lee |
Philipp und Keuntje |
Art Director |
Graham Krige |
Philipp und Keuntje |
Copywriter |
The Campaign
Multipower only sells its protein powder when people go to the gym. The existing target group (bodybuilders) goes to the gym a lot: 5-7 days a week. But how could we reach the larger group of sport enthusiasts who want to workout, but don't have the time to go to the gym? Introducing: The Multipower Musclecap – A simple adaptation to our existing product design. We replaced the cap of our protein powder bottles by a handle inspired by the age-old kettle bell – and turned it into a workout tool. Just screw off the old cap, fill the empty bottle with water or sand (for a weight up to 12 kg) and screw on the new Musclecap. Now you can get a full-body workout wherever you are – even in the gym.
Campaign Success
We introduced the Multipower Musclecap directly at the point of sale: at sport nutrition stores in Hamburg during highly frequented times on Saturdays, followed by an one week promotion. The target audience could test and experience the Musclecap live. Instructed by fitness experts and the shop clerks they got to find out which weight matches their fitness and got familiar with their new workout tool: Our fitness experts guided them through a 5 exercise workout and explained their effects on the muscle groups. The average Get-to-know-the-Musclecap took 12 minutes and not only interested our target audience, but also the people passing by. 83% of the customers who tried the Multipower Musclecap bought our product.
Describe the success of the promotion with both client and consumer including some quantifiable results
In a market with little differences between products, brands and their designs the Musclecap makes Multipower truly stand out: on the shelves and in the lives of fitness enthusiasts. The Musclecap offers a solution to their problem of not having the time to go to gym. The brief of expanding our customer base from hard-core bodybuilders to the larger group of fitness enthusiasts is fully met. At the same time the Musclecap shifts the image of Multipower from “just another protein powder producer“ to an innovative sports nutrition brand. We promoted the Musclecap in sports nutrition shops in Hamburg for a week: 83% customers who tried the Musclecap bought a bottle of protein powder increasing sales by 40% and generating 250% more traffic on our website musclecap.com. The Multipower Musclecap is a game changer – for the market, the customer and the brand.
Explain why the method of promotion was most relevant to the product or service
Multipower provides high quality proteins for effective muscle growth. The Musclecap is relevant for the Promo because it turns the existing pack of our product into a new workout tool. Thus our product itself becomes an ambient media – and an innovative service for our customers.
Our new target audience are fitness enthusiasts: average age of 32, mostly men, educated, employed with an average monthly net income of € 2800. They are highly motivated to workout, but – due to their families and jobs – often don‘t have the time to go to the gym. With the Musclecap we solve a true problem and let the product promote itself.