Challenge |
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Herbalife asked Velocity to negotiate and activate their sponsorship of the Palm Beach Life Volleyball Series in Holland.
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Their challenge to Velocity: two fold; Firstly, to deliver the right balance of entertainment for attendees of the volleyball event and provide appropriate brand exposure to launch their new energy drink Liftoff; Secondly, to achieve a return on investment through sampling and ensure that sponsorship activation engaged all stakeholders - customers, staff (distributors) and new potential distributors (recruitment).
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Response |
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Velocity provided management services for all aspects of event production, time planning, rights holder engagement, budgeting, idea development and various additional leveraging activities throughout the sponsorship.
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Solution |
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To deliver a synergistic brand experience at the Beach Volleyball Series for Herbalife, Velocity created an innovative sampling unit that would not only provide a unique area for customers to get away from the hustle and bustle of the beach event, but also provide an area for the distributors to drive recruitment of staff and enhance sales of the new Liftoff product at each of the 18 volleyball events across Holland.
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The final leg of the sponsorship activity culminated with a spectacular "Liftoff Day" event including further on-site activity, a unique distributor volleyball tournament, hospitality, media competitions and a third party music partnership with Ministry of Sound brand, Hed Kandi.
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