Ārepa launches OOH campaign to help overcome mind blanks and brain fade

AUCKLAND, Tuesday: New Zealand brain food company Ārepa has launched their brain drink in a can in a fresh outdoor campaign this week. Apart from PR (scroll down for the credits) no agencies were involved, and all creativity was done in-house.

Ārepa marketing director Madeline George said: “Seen on street posters and billboards across Auckland, the new campaign brings to mind some of the challenging brain-related moments Ārepa can help with, like for remembering what’s-their-name.”

“In addition to the OOH campaign, Ārepa is also running across radio, social and digital channels. 

“Highlighting Ārepa’s new 250ml can range, the campaign is part of Ārepa’s continued growth as a company, which has seen it expand its product line and distribution network in recent years, expanding into 1200 Australian retailers and into 1400 outlets in New Zealand. 

“Main media are Phantom Billstickers, JC Decaux, and NZME.”

“This thought-provoking campaign helps to connect with consumers on a deeper level.

“Ārepa is designed to make brains work better and this campaign highlights those day-to-day moments when people could do with a brain boost. The campaign will help consumers connect the dots between those moments and choosing Ārepa.

“The challenge was how to communicate such a complex, science-back product in a limited amount of space.

“Ārepa is a product rooted in science, with many complex facts at play which make it such an effective choice, so we had to determine how best to communicate that without complicating the message.

“It came down to helping consumers understand the everyday moments that Ārepa can help with, and having a bit of fun with it,” she says.

• drinkarepa.com

CREDITS

Client: Ārepa
Marketing Director: Madeline George
Marketing Manager: Chanel Clarke
Lead designer: Amy Robinson
Media: Phantom Billstickers, JC Decaux, NZME
PR: commonground.co.nz