biozet attack - tough mudder

lets create a splash!

Here’s a challenge, how do you launch a washing detergent in a homogenised market? Our answer, find the dirtiest event in Australia that attracts a crowd of over 2 million potential customers every year and growing.

We knew from brand research that our primarily target audience are women, living in the inner city or suburban fringe. The inner city group could be called ‘independent’, whether single or in a couple (without kids). Those from the suburban fringe are busy looking after families and working, either around the house or in a part-time job. Less likely to be working full-time.

OUR IDEA

To create something visually powerful that will drive awareness, trial and point of difference, we showed stunning visuals nothing like your conventional washing powder advertising.

We used the terrain of Tough Mudder to compose some dramatic action scenes from the course, and recreated the story of our partnership with Tough Mudder through the product benefits of both Softener and Rapid.

We also supported the partnership with event activations, giveaways and the ‘Biozet Attack Brigade’ a team of health/lifestyle influencers handpicked to get stuck into Tough Mudder. Plus we branded the event with signage throughout the course and the BioZet Washing Machine station after the finish line where runners could clean up before heading home.

Event signage artwork, click to see more

The results were outstanding! Over 200,000 product samples were taken, Biozet social channels grew by over 250% through posts, paid reach and partnerships with influencers and Tough Mudder’s social channels.