Relentless
The brief
Oceans Events were asked to launch Relentless which was then an unknown energy drink into the music arena, creating brand awareness and promoting sales via sampling. Having only ever dabbled in the sports arena, consumers perceived it as an extreme sports brand and not remotely related to music. Our task was to help change this perception by creating an engaging experience relevant to the audience.
The activity
We negotiated a number of listing deals for Relentless at several leading UK festivals giving them the entry point that they needed to compete with other major energy drink brands already operating in the industry. In year 2 we came up with the concept for an experiential zone that would allow consumers to fully interact with the brand. Oceans Events implemented the campaign and managed all the logistics at festivals. We carried out an extensive promotional and sampling exercise using our promotional teams, which also extended to the peripheral locations around the festivals.
Key achievements
• Exposure to over 500,000 consumers
• Distribution of 12,000 samples
• 10,000 promotional items were given away