The Australian Open kick starts the year for Blackmores and ignites the brand in the heart of tennis and sports fans at a time of year audiences are making a wellbeing resolution.
With an intimate understanding of the target audience, we developed a multi layered consumer journey. The innovative, digital wellbeing coach – the Well Bot – sat at the core of the integrated strategy and interacted with consumers on Facebook Messenger and via bespoke Well Bot kiosks at the Blackmores Activation in Grand Slam Oval. Using Artificial Intelligence, the Well Bot grew smarter with every conversation and was able to funnel consumers into one of four health categories, before sending them a tailored Action Plan via email.
The activation also included a Blackmores superfood bar which sampled a series of superfood infused treats for the 750,000 fans who attended the AO.