Deep Heat ATL & BTL Campaigns
TV Advertising
BTL Campaign
Digital Marketing
Nairobi, Mombasa, Nakuru
The campaign was designed to promote Deep Heat as the go-to product for pain relief among sports enthusiasts and fitness communities. By creating immersive and engaging experiences at gyms and sports events, the campaign aimed to boost brand awareness, encourage product trials, and drive conversions.
Summary
Ascending Agency developed a strategic campaign that combined experiential marketing with live demonstrations, targeting gyms, marathons, cycling events, and community workouts across 3 counties.
Challenge
Deep Heat faced the challenge of differentiating itself in a competitive market where multiple pain relief products were available.
While awareness existed, there was a need to enhance product trials and drive deeper engagement with sports-focused audiences. The brand needed to demonstrate its effectiveness in real-time and establish stronger connections with athletes and fitness enthusiasts.
Solutions
Ascending Agency developed a strategic campaign that combined experiential marketing with live demonstrations, targeting gyms, marathons, cycling events, and community workouts across 10 counties.
Key Objectives:
1. Enhance Brand Visibility: Increase brand presence among sports enthusiasts and fitness communities through direct engagement.
2. Encourage Product Trials: Provide on-site trials to enable potential customers to experience the product’s effectiveness immediately.
3. Drive Conversions: Convert product trials into immediate purchases by creating a sense of urgency through special offers.
Action Points:
1. On-Ground Activations in Gyms and Sports Events: The campaign featured activations at major sporting events such as the Standard Chartered Nairobi Marathon, CAC Road Cycling African Championship, and local community workouts. The events included product demonstrations, massages using Deep Heat, and
consultations on pain management.
2. Live Demonstrations: Trained brand ambassadors and physiotherapists conducted live demonstrations of Deep Heat’s fast acting relief properties on athletes and fitness enthusiasts, offering immediate pain relief experiences.
3. Interactive Engagement: Participants were invited to share their experiences on social media, creating buzz and enhancing Deep Heat's presence online and offline.
4. Special Promotions and Discounts: On-site purchase incentives, including discounts, limited-time offers, and product bundles, were provided to encourage immediate conversions.
5. Data Collection and Feedback: During activations, customer feedback and contact details were collected, enabling follow-up marketing efforts and providing insights into consumer preferences and behaviors
Ascending Agency
Call us Today
Tel: 0745 146 673