Solution:
Zoom Vantage created a national Cheers to Milk Moments campaign that targeted rec hockey enthusiasts (34 to 49 years old). Our approach was to showcase enhanced circumstances involving the players, fans and hockey enthusiasts at large. Whether it be a celebration, game preparatory moment or gathering of friends where milk is highlighted as the “game changer”. The objective was to seek fun, unique, tongue and cheek YouTube videos each displaying milk as the player’s, fan’s, coach’s post-game choice of beverage. Videos would be positioned on a dedicated web portal for voting and the winning video would receive a branded prize package.
