JKR Juice Competition Brief:
Scientists have recently discovered a way to collect and retrieve water from space. The water is the purest known to man. They want the whole world to experience the water that is well and truly out of this world.
Enceladus is a moon of Saturn, unique in that water exists on it in three states: a sub-surface liquid ocean, an icy surface and vapourised cryovolanoes.
Enceladus Galactic Spa is a pop-up spa experience that offers treatments using the unique properties extracted from the water on Enceladus.
A campaign that activates the Enceladus brand experience by building up intrigue to its target audience (curious, open-minded 25 – 35 year-olds who are willing to try new things), creating an exciting user journey that envelops the new and exciting discovery of this new spa treatment.
Promotion of the brand links to the target audience’s day-to-day routine by incorporating the marque into their everyday environment, like tube stations, bus stops or local newspapers - wherever the carrier shape can fit.
Using location- enabling devices, it will also be able to target digital platforms like search engines and social media specific to the upcoming location of the spa. Alongside digital billboards, there will be gradual exposure to the brand marque as it prepares to ‘touch down’ in the city.
The spa is a pop-up event, moving to a new location each month, relative to Enceladus’ lunar cycle. This makes each experience exclusive - a ‘limited edition’ event.
The brand experience is translated across all of the liveries and the items for sale after the experience, maintaining consistency and authenticity throughout.