Deep Freeze ATL & BTL Campaigns
TV Campaign
Billboard Campaign
BTL Campaign
Digital Marketing
Nairobi, Nakuru, Meru, Mombasa
Ascending Agency partnered with Deep Freeze, a leading pain relief brand, to boost brand awareness and engagement in a competitive market. Through a strategic combination of Above-the-Line (ATL) and Below-the-Line (BTL) campaigns, we successfully elevated the brand’s visibility and drove product trials.
Summary
Deep Freeze, a leading pain relief brand, partnered with Ascending Agency to enhance its market presence and drive consumer engagement. Leveraging a mix of Above-the-Line (ATL) and Below-the-Line (BTL) strategies, we executed a comprehensive marketing campaign that boosted brand awareness, increased product trials, and established Deep Freeze as the go-to solution for active lifestyles.
Challenge
Deep Freeze faced stiff competition in the pain relief category, with limited brand visibility and engagement in key consumer markets. The brand sought to:
- Increase awareness of its unique cooling technology for pain relief.
- Engage with target audiences, particularly fitness enthusiasts and active individuals.
- Drive product trials to convert potential customers into loyal users.
Solutions
Ascending Agency developed and executed a multi-channel campaign combining impactful ATL and immersive BTL strategies:
Above-the-Line Campaigns
1. Television Advertising: Created compelling TV commercials showcasing Deep Freeze’s benefits for fast pain relief. Aired ads during prime-time slots to maximize reach across diverse demographics.
2. Billboards: Strategically placed eye-catching billboards near gyms, sports facilities, and high-traffic urban areas. Designed creative visuals highlighting the product’s effectiveness and appeal to active individuals.
3. Digital Marketing: Ran targeted digital ads on social media platforms and Google Display Network.
Collaborated with fitness influencers to create engaging content and drive awareness online.
Below-the-Line Campaigns
1. Mall Activations: Set up experiential booths in high-traffic malls where shoppers could try Deep Freeze products. Brand ambassadors demonstrated product benefits and distributed free samples.
2. Marathon Activations: Sponsored local marathons, with branded booths offering free samples and massages using Deep Freeze. Engaged directly with participants, reinforcing the brand's connection to active lifestyles.
3. Gym Activations: Partnered with gyms to host activations where trainers and athletes experienced Deep Freeze products firsthand. Hosted interactive sessions and giveaways to encourage trial and word-of-mouth promotion.
Ascending Agency
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