How Danone GetPRO Served Up Max Protein With Max Taste

Challenge

Catching gym-goers at peak protein craving

Danone GetPRO set out to drive awareness and product consideration for their new range of protein products within a highly relevant fitness environment, shining a spotlight on their strawberry protein drink and blueberry protein yoghurt.

Key objectives included establishing GetPRO as the go-to protein choice among our audience, increasing brand consideration within an active lifestyle audience, and driving measurable uplift in purchase intent. To achieve this, GetPRO activated across every D6 screen in our nationwide health club network, while also installing mirror vinyls across bathroom doors, entrance doors and gym floors at targeted gym sites, reaching consumers the exact moment they are looking for their protein pump

Activation

Nationwide D6 panel and vinyl installation across health club environments

• Deployed 400+ D6 panels across a national health club network, targeting members at high-dwell touchpoints throughout their gym visit.
• Creative positioned GetPRO's new strawberry protein drink and blueberry protein yoghurt as the perfect post-workout protein fix, landing at exactly the right moment in a member's fitness routine.
• The combined D6 and vinyl execution reached our audience during peak intent moments, creating an immersive campaign presence that extended beyond the screen.
• The majority of our DOOH estate sits within 500m of a major grocery retailer, bridging the gap between gym exit and purchase, reaching members precisely when protein is already on their mind.

Key outcomes

20M+ impressions and a 30% uplift in purchase intent

From the entrance to the gym floor, GetPRO positioned itself as the protein fix members were already reaching for.

Campaign Imagery