future fit with pure blonde

With exercise routines and workouts constantly being re-invented, we saw this as a great opportunity to position the future of beer, low carb, Pure Blonde, in this lifestyle space. In an unprecedented approach for a beer brand, we bravely positioned Pure Blonde’s Summer campaign “Future Fit” as a level-headed alternative to a fitness crazed country. The partnership in conjunction with Nova Entertainment, hooked breakfast host and former AFL athlete ‘Fitzy’ from the studio just in time for ‘rig season’ as the rising fitness guru Dan Conn put him through his paces using the latest fitness trends.

Challenge

Position Pure Blonde as a lifestyle brand and capitalize on the “train to maintain” and “I workout to go out” mentality of many young health-conscious Australians that want to live an active and balanced lifestyle without compromising on their social life.

solution

“Future Fit” is an explosive branded content partnership with Fitzy from Nova FM and NRL Star and all round fitness machine Dan Conn. The series explores the future trends of fitness like VR boxing and Crunching Calories at SkyZone. The stories ran across Nova, Dan Conn’s and Pure Blonde’s social channels with a healthy dose of quality banter from the boys. With Summer just around the corner, the question became, how will you keep yourself future fit?

results

On average, 32% of people exposed to the series content went on to view the branded hub hosted on NOVA.

The custom built content hub hosted on NOVA.com.au delivered 14,000 unique visitors with an average dwell time of two minutes and 56 seconds.

The series achieved over 800,000 video views and the content reached over 2.4 million Australians.