Coty UK briefed Vision Nine to create a live and digital brand experience that would heighten public awareness of the brand’s #lovetheocean campaign. Alongside reaching objectives to increase awareness of the environmental initiative the brand activation needed to resonate with the new Night Dive fragrance and enable extended reach beyond the live environment.
With brand, product and audience aligned, Boardmasters Festival provided the ideal platform for Davidoff ‘Cool Water’ to bring their proposition to life. Whilst many are drawn to the surf lifestyle, few actually participate. We wanted to change this! Positioning the Flowrider simulated surf machine at Fistral Beach allowed people of all abilities to participate in surf culture and experience the true essence of Davidoff Cool Water. Working with the wider brand VIS, Vision Nine developed all event creative overseeing branding, experiential execution and sponsorship communication. A dedicated production and event management team delivered all on site requirements.
Reaching 130,000 people at Fistral Beach over 5 days, with the pro athlete Night Sessions held after sun down for maximum ambience and Night Dive brand resonance, Vision Nine provided Davidoff with a high energy platform to engage with the targeted audience of 18 – 30 yr old men. The additional Instaprint digital application enabled extended brand reach as tweeted pictures taken from around the festival came together over the weekend to create a Davidoff Cool Water brand image showcasing the new Night Dive fragrance.
“Coty UK and Vision Nine have a great working relationship, with regular, honest and open communication. Vision Nine are trusted partners of Coty UK who are always ready to go the extra mile for their client.”
Helena Schofield, Brand Manager, Davidoff, Coty UK