Musashi COVID at home

The lockdown period forced us to pivot one of our favourite campaigns, the Musashi Beat Your Best Challenge to evolve from a physical activation to one that challenged people right in their homes. 6 weeks and 8 short form inspirational workout videos later, it’s safe to say the campaign was a success.

High engagement and participation resulted in a wealth of User Generated Content for the brand. And product sampling was right at the heart of it, staying true to the core objective- get product into our shopper’s homes!

Musashi stepped in at a time of disruption, providing its audience with incentives and social motivation to stay on top of their fitness regimes. In celebrating the unique ways Kiwi’s adapted to working out from their homes, the brand brought alive the passion in the category.
Shoutout to the talented athlete, two-time King in the Ring Champion and Musashi Ambassador @carlosulberg for scripting and shooting each of the workout videos and adding value with his expert fitness advice.