Our objective was to launch a nose cleansing set of the nasal spray brand Aqua Maris in Russia. Novocortex decided to create a new sport – Competitive Nose Cleansing, sponsored by Aqua Maris. First, we established the International Federation of Jala Neti in Lausanne (Jala Neti is a yoga name for nose cleansing). Then, we organized the World Championship Jala Neti in Amsterdam and put live coverage of the 5 litre Men’s Final on YouTube. Our viral campaign generated over 1.000.000 views, and the site of Aqua Maris received 46% more visitors.
Philosophy
To earn attention of online media, Novocortex created a new sport – Competitive Nose Cleansing, sponsored by Aqua Maris. First, we established the International Federation of Jala Neti in Lausanne (Jala Neti is a yoga name for nose cleansing). Then, we organized the World Championship Jala Neti in Amsterdam and put live coverage of the 5 litre Men’s Final on YouTube.
Problem
Our objective was to launch a nose cleansing set of the nasal spray brand Aqua Maris in Russia. Without a media budget.
Result
The viral got about 400.000 views from Russia in its 1st month. Then, it was discovered by international media, such as Sports Illustrated and The Huffington Post, and the view count went to 1.000.000. The viral got to the Top 10 Most Viewed This Month in the Sports category in Russia, and to the Top 100 Sports Globally. The website of Aqua Maris received 46% more visitors during the campaign, the unaided brand awareness of Aqua Maris grew from 27% to 36% (source: Synovate Comcon).