Energade Teams Up With TROVE Wellness For Johannesburg Boot Camp Experience

Working with sport and entertainment agency Levergy, Energade partnered with TROVE Wellness for a series of fitness bootcamps in the second half of 2019 in Johannesburg through an experiential and product-based activation linked to a social competition.

Territory: South Africa

Agency: Levergy

Objective:

Energade, which was South Africa’s first sports energy drink and launched in 1993, targets both elite athletes, everyday amateurs and sports fans (and which has sponsorships with several leading rights-holders and teams such as South Africa Rugby and Netball South Africa) sought to educate consumers about the importance of rehydration and electrolyte replenishment by partnering with TROVE Wellness on the latter’s Johannesburg bootcamp.

The choice of linking with South African fitness outfit TROVE, which was established in January 2019, was based around the company’s focus on providing resources, tools and experiences to live a holistically healthy life.

Activation:

Hosted in the heart of South Africa’s biggest city, the aim of the initiative was to bring to life product messaging, driving brand awareness, and creating a shareable brand experience.

The two brands linked to host ‘the ultimate workout party’ – a fitness bootcamp for a 600-strong amateur athletes, which incorporated music, which revolved around a series of fun workouts led by some of the country’s leading trainers.

The first phase saw Energade host an online social competition leading up to the event where consumers could share a photo of themselves working out from home to win prizes including Energade Fitbits.

Then at the event itself, the sports drink ran several experiential initiatives at the event and participants were able to sweat in exchange for Energade branded gym apparel and sweat towels.

Outcome:

The key impact and success metrics included:

> 600+ Participants at the event

> 15% Increase in engagement with Energade social platforms on the day

> 2.1+m Impressions across social media channels