Category: Digital
Winner: Vibrant
Client: hydraSense

William Vargas, associate brand manager, cold & sinus, Bayer (left) and Bill Rusnak, associate director – client services, VIBRANT

William Vargas, associate brand manager, cold & sinus, Bayer (left) and Bill Rusnak, associate director – client services, VIBRANT

When charged with enhancing awareness of hydraSense’s nasal saline solution, VIBRANT Marketing created the Breathe In Breathe Out Experience.

Targeting young urban parents with above average household incomes, the campaign sought to answer the question: What is the best way to make breathing a better daily occurrence?

Engaging The Dolphins Club, hydraSense’s online community of roughly 130,000 members, the campaign offered a relaxing escape from busy days featuring guided breathing exercises supplemented with key brand messaging. Every time a member took part in the exercise they received an entry for the grand prize—a $10,000 travel voucher to take their family anywhere in the world

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In total, over four months 9,824 users engaged with the Breathe In Breathe Out Experience and 7,286 users entered the contest. On average each experience lasted an average of one minute 39 seconds (over three times the ask) and the experience was engaged with an average of 20.5 times per participant.

Other finalists in this category: Memory Tree, Tendril and Twisted Frame

This article originally appeared in the December 2015 issue of Direct Marketing.

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Lloydmedia, Inc is based in Markham, Ontario, Canada, and is a multi-platform media company which delivers a total audience of more than 100,000 readers across four national magazines, three industry directories, and a range of events and online marketing.

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