TEST OF WILL 2017

Regional Activation

Under Armour

STRATEGIC PLANNING
CREATIVE
SPONSORSHIP DEVELOPMENT
OPERATIONS & PRODUCTION
LIVE EXECUTION & STAFFING
CLIENT MANAGEMENT

BRIEF

Grow and improve the reach and credibility of the Test of Will series by refining the competition and bringing the overall campaign further into alignment with global brand ideals, whilst retaining the identity established in 2016.

SOLUTION

Building on the success of 2016, the campaign was introduced to Indonesia and Brunei with a more premium finish on production, and tougher challenges for the athletes presented in the same “4-minute max reps” format. Under Armour Brand Athletes were celebrated in the live and online space, harnessing their popularity to drive attendance to the live events and build social content.

EXECUTION & RESULTS

13 live days in 6 countries; Singapore, Malaysia, Thailand, Philippines, Indonesia & Brunei. Total campaign reach 33.3M, 870k OTS, 3725 registrations, 25% uplift in social following, 118% uplift in social engagement.