Relevant

The sun has made its move

OUTPUTS

Burn film

SoMe-ads

Stills

CHALLENGE

To create a sun campaign that strengthens Relevant's positioning with the active target group and generates sales and awareness of their new range of sun products.

Solution

A digital campaign staging Relevant's sun range as an enabler for an active lifestyle over the summer, using the sports metaphor of "fighting" the sun.

Digital campaign

Film production

Brand strategy

All projects

Challenge

Relevant came to us with the challenge of building their brand and strengthening their positioning, while generating awareness and sales of their newly launched solar products.

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They wanted a pervasive narrative that could cut across their entire sales funnel and they wanted a campaign that had a common thread across modalities: brand advertising, converting SoMe ads, Adnami High Impact display and PoS for exhibitions.

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Solution

'The Sun Has Made Its Move' is a campaign built around the paradox that certain sports are great when the sun is shining, but it's also exactly when the sun is shining that it's hardest to keep your skin protected. It's a battle between the sun and your active lifestyle, and when the sun really makes its move, there's only one answer - and that's a high-performance sun range. The choice is yours. Will you stay inside and let the sun win, or will you use Relevant sunscreen and continue to enjoy your active lifestyle?

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To further drive relevance and interest in the campaign, it's structured around a three-step funnel that moves through brand advertising, ambassador portraits and finally converting product ads. The ambassadors are used here to make it more personal and down-to-earth, and working with ambassadors gave us the opportunity to tap into some of the most modern sports trends such as cycling clubs and surfing.

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The result

With prices of less than DKK 0.20 per thruplay, it was clear that the basic narrative resonated with the target audience. Sales of the solar series also exceeded expectations: With an average CAC of DKK 160 in the bottom funnel, we performed 20% better than the benchmark. Even more importantly, we could clearly see a spill-over in the performance of the other campaigns, which improved while the brand campaign was running.