As a sports drink that’s produced by a Japanese pharmaceutical company, POCARI SWEAT had a big task ahead of them to connect with Singaporean youngsters in a relevant and fluid authentic way. They asked us to balance sporting moments with scientific facts in an experiential campaign that would drive social media engagement and support their existing sponsorship commitments with Sentosa. Luckily, we love a challenge.
Our solution was to transform Siloso Beach into a school of fun for 1 day only; an adventure playground where kids aged 13 and above could relax with their friends during half term, using limited edition POCARI SWEAT bottle caps as currency to enjoy purpose-built, brand-led, educational activities. There were giant 8ft inflatable balloons that were raced along the beach, battle rope stations, trampoline photo opps to catch the Instagram crowd, chill out zones with branded hammocks and parasols, and of course, free POCARI SWEAT on tap.
We also encouraged the kids to enjoy the existing attractions on Sentosa such as the MegaZip and AJ Hackett’s Bungy Jump, where the limited edition POCARI SWEAT bottle caps were redeemable for tickets for the event day only.
Hundreds of teenagers joined in the fun generating significant traffic on social media and gaining PR coverage across 8 local publications.