Influencers and athletes were to be involved in the communication at an early stage for the brand relaunch of Powerbar in the year 2022. In order to convey information surrounding the “new Powerbar” in a fun manner and gather material for the brand campaign, STAGG & FRIENDS developed the Unconventional Experience – a sporty scavenger hunt. The participants got to know the brand playfully amidst nature, instead of at a staged location.
Arrows, a map and the Komoot app guided the participants through the terrain as an orientation system, as they moved by bike, jogging or stand-up paddling across the lake Tegernsee to various stations, where each group was given crazy tasks to be solved as a team and to turn the new brand DNA into an experience. The paths between the stations were used for photo shoots. In addition, each group received video challenges that they were supposed to share with the jury and the other groups through the telegram channel.
Upon arrival at the end, the participants were given an insight into the new brand strategy. The score of the individual groups defined the setup for the concluding evening event. The visual material resulting from the shared experience became an integral component of the ensuing Powerbar campaign.