Rockit | Brand Refreshment Event Campaign

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Rockit Brand Refreshment Event Campaign
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Launched in 2010, the “Rockit™” apple variety from New Zealand has already proven immensely popular with consumers across the world for its crunchy, sweet taste and its uniquely small shape, “one and a half times the size of a golf ball. After 11 years of launching, the brand decided to have a refreshment on the brand image and visual identity with the aim to modernise the brand and go clean & minimal.

To localise the brand new image of Rockit in Hong Kong, Welvermind have been invited to create an offline campaign to help raise the brand's awareness, and ultimately to build a solid and closer relationship with the local audiences.

OUR SCOPE
(i) Creative Direction
(ii) Art Direction & Graphic Design
(iii) Event Planning, Design, Production & Management
(iv) PR

THE CHALLENGE

Interesting enough for an pure apple brand to launch its very own awareness-driven campaign. We have studied in the research that most fruit-related campaigns focus a lot on driving sales by giving facts and numbers on how great the products are, we are definitely tired of that. And as a matter of fact, we all understand the benefit of fruits. The world need something else.

We want to create a certain brand association from the brand rather than just apples. The brand experiences matter. With the new branding of Rockit, we have discovered that the brand just entirely up the game - Rockit is not just about the apple literally, instead, it presents a whole new healthy lifestyle. That give clues for us on how far we could go on the creative direction.

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OUR STRATEGY

With the new branding of Rockit, we have discovered that the brand just entirely up the game. As the brand tag "Rockit everyday" goes by - what if Rockit, goes beyond just apple, and being as our everyday objects that able to present a brand new healthy lifestyle concept, we wonder what those could be; and that give clues for us on how far we could go on the creative direction.

OUR SOLUTION

We developed a three-day Rockit concept event in the PopCorn mall for the brand refreshment, that help convey the brand experiences.

Knowing the brand targets the audiences of family, children and teenagers, we have collaborated with the brand to launch a wide range of merch design for the prizes, ranging from limited edition t-shirts, pins, postcards, colouring booklet, and color pencils, and of course the apples.

To make things much more interesting and let visitors to experience the brand outstanding spirit, a number of thematic clawing and capsule machines are built dedicatedly in the event. Visitors could redeem tokens when giving a "like" to the brand Facebook or Instagram page. With the tokens, visitors could play around with the machines and redeem the prizes - that joyful excitement and healthy vibe is exactly what the brand would like the audiences to experience, rather than just giving facts and statistics.

OUR RESULT

Like carnival, nobodies would hesitate to participate, more than 4000 visitors have been recorded in the three-day event, which also help the brands raised up to 5000 new followers in the brand's social media account.

Agency: Welvermind

Client: Freco International, Rockit

Year: 2021

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A project by Welvermind
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