Morning Manta Rave for Original Source

Our campaign for Original Source brought to life all the fun, zest and energy that the brand’s shower gels epitomise – through a high profile, experiential stunt that reinforced the Above The Line campaign and boosted brand salience.

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Our mission was to bring Original Source front-of-mind with consumers – to drive salience.

We needed to develop creative communications concepts that brought to life the brand’s ‘Energy from Nature’ mantra in a culturally relevant way.

Talkability was key – we needed to ignite conversation and inspire excitement among the target audience.

Energising the nation was at the heart of the approach. We wanted to offer a boost to consumers with a memorable campaign that was full of vibrancy.

Ensuring maximum impact to coincide with the ATL launch moment, we devised an experiential stunt to energise city commuters, showcasing how an Original Source shower provides a natural morning boost.

The approach was supported by newsmaking and impactful social media content to amplify reach and engagement.

‘Nature Hits Different’ was the creative platform for all brand comms.

Out of this was born our ‘Morning Mantra Rave’ – which combined disruptive experiential, a high-energy social media moment and unique sampling event at London King’s Cross, with BBC Radio 1 DJ Arielle Free.

We commissioned research which revealed the extent of the UK’s morning energy slump – with Londoners being the worst affected.

DJ, producer and broadcaster Arielle Free took to the decks in a unique shower-turned-DJ booth at King’s Cross.

The pop-up event was aimed at supercharging the weary workforce and reminding them that the fragrance and ingredients in their morning shower are the key to feeling energised, inspired and mindful.

Early morning commuters were treated to a packed schedule of action. A DJ set from Arielle Free seamlessly transitioned into an energetic flash mob to pump up the crowd.

Keeping the energy high, renowned brass band Mr. Wilson’s Second Liners marched onto the scene, wowing commuters with a medley of 90s club classics to kick start their day.

All the while, Original Source team members were on hand to distribute samples of the shower gel range to passers by in this high footfall hotspot.

The research at the centre of the campaign revealed that more than nine million people confess to wasting up to two hours at work due to lack of energy, turning to showers for a mental boost. More than a third (36%) said the shower is their go-to place for problem-solving and wellbeing.

These findings drove newsmaking from Smoking Gun’s media relations team at a national and regional level, while stop-scroll video content amplified the reach of the event beyond London.

The results...

Sales up 67% - Sales of a key SKU rose 67% YoY in retailer Tesco
Market penetration up 27% – outperforming key competitors
Awareness up 21% - Spontaneous brand awareness rose by 21% YOY
Perception proof - Significant uplift in consumers agreeing that Original Source ‘is different from other show gels’ – testament to the disruptive campaign, and outperforming KPI
6.7 million video views across social channels – surpassing campaign KPIs. Plus a further 40k videos views through original content posted by Arielle Free
850k engagements across social channels – surpassing campaign KPIs
3.6 million reach across social channels – surpassing campaign KPIs
Critical brand-in-hand - More than 4,000 samples into the hands of consumers on the day
An explosion of UGC… on the ground from commuters – “well, this has livened up my morning!”