Mount Franklin, the official premium spring water supplier to the 2014 Australian Open, found its product in high, high demand as the tournament experienced record high temperatures.
With on- and off-court exclusivity within Melbourne Park itself, the brand found heavy competition from vendors outside the Rod Laver Arena the brand worked with Momentum on an ‘experience as reward’ strategy.
Working in tandem with Big Kahuna Imagineering on an eye catching activation to pull the public in to engage with the official water brand, Mount Franklin constructed a giant dome as a haven from the intense summer heat.
The Coca-Cola Amatil owned brand constructed a custom-made, clear dome with a giant Mount Franklin bottle at its centre.
Hidden within this towering centrepiece was intricate pipe work and mechanicals for a fountain system that cascaded water over the outside of the dome into surrounding water troughs.
The water troughs created a moat around the perimeter of the dome by collecting water spouting forth from the 5 metre high giant bottle.
A branded lollipop sign acted as a promotional pillar to grab the public attention, while LED light screens, up-lighting and lit water troughs all created a spectacular night experience.
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In addition, the packaging of Mount Franklin bottles was revamped to feature tennis-related imagery, agency McCann also developed a new Mount Franklin advertising campaign coinciding with the start of the tennis tournament as the brand re-signs as s the official premium spring water of the Australian Open 2014.
The campaign, which focuses on ‘refreshment’, opened with a series of TV spots with the tagline ‘Pure Feel Good’.
The creative was also executed by Exit Films and Fin Design + Effects, utilising 3D effects for the cloud graphics.
It began with a pre Australian Open TVC
and then the brand rolled out a further spot during the Open itself.
The TV work was supported with YouTube advertising, in cinemas ads and magazines executions, as well as via through a national social media campaign and in-store point-of-sale.
Mount Franklin’s new campaign that invites all Australians to experience pure, feel good moments every day via McCann.
‘With this spot we wanted to capture the purity and refreshment of Mount Franklin as Australia’s premium spring water in a beautiful and unique way,’ said Anne Joly, senior brand manager at Coca-Cola Amatil.
‘The return of Mount Franklin to screens comes at a peak time for the brand with summer and our sponsorship of the Australian Open 2014 in full swing.’
‘With this spot we wanted to capture the purity and refreshment of Mount Franklin as Australia’s premium spring water in a beautiful and unique way,’ says Anne Joly, senior brand manager at Coca-Cola Amatil. ‘The return of Mount Franklin to screens comes at a peak time for the brand with summer and our sponsorship of the Australian Open 2014 in full swing.”
Links
Mount Franklin Website
http://mountfranklinwater.com.au/
Mount Franklin Facebook
https://www.facebook.com/MountFranklin
Australian Open Website
