The project: To launch Focus 5-hour Energy - a new concept in energy shot products for the UK market. The campaign needed to reach both trade and consumer press, educating about Focus 5-hour’s unique benefits. In addition to this, awareness of the product for key first target group – busy commuters – needed to be fast and focused. Objectives:  To raise awareness of a new energy shot hitting the UK market – to establish Focus as THE forerunner in the UK. Click here to see clippings and coverage.
To communicate the many benefits of Focus versus the competition, in terms of its unique formula, practical format and its distinct lack of negative side effects. To develop consumer interest as a “pull” for retailers – also to provide leverage to help secure retailers and distributor To educate trade and retailers on commercial benefits of stocking Focus Timing The campaign hit the ground at speed with coverage and activity just three weeks after the brief was received in mid-February 2009 and culminated in sampling in mid April 2009, with a final Focus push for the London Marathon on the last weekend in April 2009. Target media Lifestyle and consumer: health, wellbeing, food & drink journalists Sports niche: online, print and freelance journalists Student magazines: online and print National press: food & drink, health and wellbeing Top 100 regional press: food & drink, health and wellbeing, news Consumer motoring publications Truck/freight publications and associations Parenting: online and print Broadcast: TV and radio Fitness and wellbeing: online, print and freelance Retail/trade/hospitality titles Method Information sent to all target media, tailored for the audiences along with competitor ingredient comparison table highlighting the benefits of the Focus formula This was followed by our first pre-launch media ‘taster’ e-shot: Focus …Now do we have your attention? Top 50 key journalists received the Why Focus…Read the small print! creative sampling press pack, including all press material, bespoke designed magnifying glass and Focus sample Sampling The HOTshots team brought energy to London city streets and stations, leading sampling in the morning rush hour at three locations on two separate days – London Bridge, Bishopsgate and Charing Cross The use of leather “shot holsters” emphasised the shot format, bright orange Focus t-shirts and baseball caps helped the sampling team become the point of focus and busy commuters seized the chance to try Focus with great enthusiasm The HOTshots team then leapt into a convoy of Focus branded London Pedicabs to take Focus to a wider audience across London on the streets of London – including lorry and van drivers and pedestrians and cyclists Finally the Focus London Pedicabs teams brought Focus to share with exhausted competitors and hoarse crowds at the London marathon The Focus London Pedicabs will be available for hire on the streets over the next few months – a long-term reminder of the benefits of Focus Key achievements Coverage: Coverage will be monitored for three months until July 2009. To date coverage has included: Woman’s Weekly, Bar Magazine, Bolton Student Direct, Practical Parenting, FoodBev.com, GlowGetter, Health Club Management, Parenting Without Tears (web), The Grocer, Off Licence News Results were seen in just 3 weeks Sampling: over 5000 Focus shots handed out at multiple busy London locations | 
