CHALLENGE

Convey that VIVA is the drink for ‘Sustained energy for active family and work life’ during the Sinhala & Tamil New Year season.

Idea

Albert Einstein once said “Life is like riding a bicycle. To keep your balance, you must keep moving”.

Execution

Trucks outfitted with two bicycles with pedals hooked up to energy level indicators visited various rural regions in Sri Lanka. The level indicators lit up with the pedal’s speed of motion.

Villagers were invited to hop on a bike and pedal as fast as possible to make the energy indicator light up and hit its highest point.

The fastest contestant was declared the winner.

Execution

Over 100 villages enjoyed Viva energy rides in 25 days.

16,175 direct contacts achieved.