MONDONATION – Product Launch
To launch an ethical, affirmation–based lifestyle brand for less than $10,000. The key was to emotionally involve the public by engaging them about their own beliefs and connecting that emotion to the brand.
“We are naked without our beliefs!” – An interactive campaign featuring street marketers who were “naked without their beliefs”, engaging people on Vancouver’s busiest shopping thoroughfare to join the experiment and proclaim their own beliefs. Concurrently, a media event was held at a high–profile beach featuring nude models who were “naked without their beliefs”.
The campaign exceeded earned-media expectations by garnering coverage on both CTV and BCTV Global Evening News, as well as the front cover of 24 Hours, Vancouver’s most widely read free daily. In Vancouver, more than $140,000 in earned media resulted from interest in the launch. Motivated by the launch message, two university students carried mondonation’s message on a cross-Canada bike tour raising funds for charity.