Mizone experiment: what sort of music gets athletes in ‘the zone’?
Sports drink Mizone is running an experiment to see what music gets sports people in ‘the’zone’ the quickest.
The Mizone Zone Lab sees four musical acts experiment with different music, lyrics and instruments to find what sort of music best energises four different types of sports people.
The sounds of Jono Ma, New Navy, Hook N Sling and Nick Wales will be tried out on an adventure runner, kayaker, mountain biker and urban runner.
As part of the campaign, a free music track will be downloadable with every Mizone sold.
Simon Lee, creative partner at The Hallway, the agency behind the campaign, said: “Mizone Zone Lab has been created to address two goals. First to bring to life the concept of the ‘zone’ in a way that everyday athletes can relate to and second, to deliver an output that can be used as a sales incentive – in this case four music tracks that can be downloaded on purchase of Mizone.”
“Rather than running ads telling people how good Mizone is, we wanted to demonstrate the product’s benefits. The Mizone Zone Lab is the brand’s own musical journey into the zone. Sharing the story of the way we created the music becomes the content that sits at the heart of the communications.”
Andrew Fenwick, Brand Manager Mizone, at Frucor Beverages said: “As marketers we face a constant tension between short term sales objectives and ongoing brand building. We gave The Hallway the brief to develop a campaign that delivers on both of these objectives. Not an easy task, but one that the Mizone Zone Lab delivers on extremely well. As a result we have a highly differentiated campaign for this competitive product category and we are looking forward to seeing the results.”
Nice, a lot of thought has gone into this. Finally a solid piece of branded content!
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