Dreams Do Come True
A much anticipated follow-up to our successful campaign - #HRXHeroChallenge, here's how we captured the journey of the HRX challenge winners and inspired HRX's fitness community.
Brief
To develop and execute a film with the HRX challenge winners - Ayli and Pooja - and create aspiration in the HRX Community to work towards their fitness goals.
Approach
We chose a community-driven, organic approach that appeals to the target demographic - and inspires them to be a part of the HRX community by giving them an opportunity to not only meet Hrithik Roshan - but also partake in the campaign photoshoot with him.
Execution
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The film essentially documents the journey of the challenge winners right from when they land in Mumbai to their entire experience with the campaign shoot.
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Driven by pure emotions and real moments, we treated the film in an organic, and unscripted style interwoven with a storytelling format, to capture the heart-warming and unforgettable experience of the winners, enabled by team HRX.
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This campaign set the tone of the brand, and emphasized its message of inspiring people to be the best version of themselves.
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Being a follow-up to the #HRXHeroChallenge - this film took a detour from traditional marketing, and chose a story driven approach - from Reel to Real.
Impact
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The campaign helped in fostering community building - and strengthened the brand connect. HRX is now widely recognised as a brand that puts community first.
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It was recognised by Mad Over Marketing for leading the way in leveraging brand building - and actually walking the talk.
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It garnered an organic reach of over 50k views across all social media platforms.
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Through this initiative, HRX successfully created an aspiration amongst its community - and solidified its presence as a brand for the people.