Nature's Own - Integrated Product Sponsorship
Challenge
Nature’s Own signed on to sponsor Channel Nine’s home renovation program The Block, 2013′s number one program in all target demographics.
Our challenge was to use this platform to break down common consumer misconceptions about the category - namely that Vitamins and Supplements don’t actually work.
We tracked one couple’s physical and emotional performance across the series as they dealt with all the ups and downs The Block threw at them. We did this by collaborating with a group of International sports scientists. Using state of the art wearable heart tracking technology and health monitoring devices enabled us to quantify their wellbeing and in turn support the brand proposition that Nature’s Own is a combination of the best of Science and Nature.
Solution
A team of technologists, planners, creatives and producers managed the data daily and in the process opened the window into some deep insight about how their bodies functioned under such testing conditions. Stress levels, sleep patterns, calories burned and recovery stats were then visualized as info graphics and applied to the Channel 9 Jump In platform as well as all Nature's Own digital assets.
Each metric correlated with specific product segments so we were able to directly communicate the product proof points which ultimately started to create an attitudinal change in the market.