Damavand Mineral Water, owned by French giant, Danone, faced a difficult year in 2012. Although the company maintained their number 1 status in sales of bottled water, tough market conditions had seen the overall market shrink as bottled water began to be seen as a luxury in many parts of the country. Furthermore, the bottled water industry had been plagued by some negative media coverage and high levels of competition.
In 2013, the company decided to do something about it, and PGt was honoured to be picked as the agency of choice to tackle the project. The brief was to raise awareness of the health benefits of drinking water, and the freshness (Shadaabi) one feels when adequately hydrated – a concept close to the heart of their core Corporate Social Responsibility Values.
The 2-phase campaign included PR, ATL (media buying), and BTL (Hydration Stations) elements, but revolved around the Shadaabi Run. We began by holding a huge press conference in Tehran which generated a large level of buzz around our key messages prior to the main part of the campaign.
The main campaign culminated in an exciting 1 day event, held in Tehrans exclusive Enghelab Complex, and included entertainment for children, a stage, a DJ, an MC, warm-up exercises, games for adults, a 4.8km fun run, and ultimately a raffle-draw for all attendees. Children were also provided with a prize for their drawings, all of which focused around Shadaabi with Damavand Mineral Water, while VIPs and members of Iranian media mingled, drinking quality coffee and enjoying delicious snacks and lunch in the private VIP tent.
The result? Over 500 participants, over $29,000 AVE in PR coverage, and increased brand awareness and loyalty!
2014 saw PGt continuing to expand on the fantastically successful Shadaabi Run (see Shadaabi Run 2013). Now in its 2nd year, Damavand Mineral Waters Shadaabi Run 2014 delivered a bigger, better, and louder message than 2013.
This years fun Shadaabi run was held in Baam e Tehran, and saw the number of registered participants double.
All registered guests received a free goody bag containing lots of branded goodies, as well as a free entry into the ultimate grand raffle draw, which was held at the end of the run.