Objectives
To be a primary launch partner for a disruptor brand aimed at making an impact in the burgeoning protein bar market, raising awareness of the product across the UK.
The idea
We wanted to align Pro2Go with sport, fitness and wellbeing in a way that felt natural, tying the product to high-quality, editorially sound content. We achieved this by repurposing existing Time Out editorial content to be sponsored and new, custom pieces that were also focused on sport, fitness and wellbeing rather than the product itself. Pro2Go were mentioned within these pieces but the focus was on positive association with areas they were interested in.
The print execution was a 16-page magazine insert in the London magazine. This was then repurposed online, with any existing Time Out temporarily ‘sponsored’ with a promo box, byline mention and roadblocked ads.
The execution
The results
- One 16-page insert delivered within the London mag to more than 388k Londoners
- Three brand new digital pieces with sponsorship, promotion and roadblocked ads
- Six high-quality editorial pieces temporarily taken over by Pro2Go with sponsorship, promotion and roadblocked ads
- Digital traffic delivery via onsite, social and CRM.