I was the sole creative briefed on activating Nature Valley’s sponsorship of Surfing Australia, via their four premier surfing events. Step one was to conceive the creative strategy that intrinsically linked the brand values of Nature Valley bars and Surfing Australia: “As real as it gets”.
The next task was to create a strong presence at the surf events for Nature Valley, and encourage social media engagement. I created Nature Valley’s take on the “Corporate Box”, a simple wooden box, open to all fans. Inside was the chance to have some hi-tech surfing fun. Pose on a surfboard, add a little green-screen digi-magic and everyone was a gun surfer! To win the $10K prize, you Liked the Page, tagged your pic and shared it with as many friends as possible. The top 30 Liked photos were short-listed for judging. The Page gained over 4,000 Likes/entries and massive voting engagement.
Oh, and there was some more fun – building a board out of Nature Valley bars, and actually surfing on it at the events!
