lululemon and Movember launch its “Movement for Change” partnership, via high impact OOH campaign
Sydney. October 23, 2023. Global athletic apparel company lululemon has launched its annual “Movement for Change” campaign in support of Movember, via Murmur-Group. In its third consecutive year of partnership, the “Movement for Change” campaign is aimed at raising essential funds and continuing to drive awareness of mental health and the importance of connection and wellbeing.
This year’s “Movement for Change” national campaign is spearheaded by out-of-home (OOH) placements, supported by digital and social elements on owned and paid assets. A unique partnership with News Corp further amplifies the partnership.
Dave Levett, Managing Director of Murmur-Group said lululemon is a brand grounded in mindfulness and connection, and knows these practices has the power to support mental, physical and social well-being.
Levett said: ”We know there is a growing consort of consumers today strongly influenced by brands with purpose – and when a brand is able to amplify its values and purpose to build a deeper connection with, and influence its customers towards behavioural change, then its purpose led marketing has far greater impact. The media strategy is built to engage as many Australians as possible by sharing the message of Movember across the country.”
85 milestone and landmark OOH placements will lead the “Movement for Changes” campaign, supported by more than 400 placements of posters, paste ups and chalk stencils in and around Melbourne’s Movember wellbeing event – an annual activation promoting Movember and lululemon’s “Movement for Change” partnership.
The digital and social campaign – including a 15 sec video – is underpinned by a News Corp partnership which has led to the creation of a new social style asset – “Social Display” – in lieu of a standard Display Ad, the space is used to deliver an Ad that looks like a social post from TikTok or Facebook.
Levett explains: “Movement for Change is one of the first few times the Ad Unit has been rolled out in Australia, and results in greater screen real estate for the lululemon brand, and higher click through rate as people feel safer clicking through in those environments. We are really excited to be one of the first agencies to use it.”
The News Corp partnership also allows for execution of an innovative new ad unit in premium mobile environments known as “brand story” which allows for a 3 frame scroll (video or static), extending the user brand experience through greater real estate & improved attention time.
Levett said: “It’s yet another smart mobile-only element from News Corp that seamlessly scrolls 3x different pieces of content allowing for thumb friendly mobile viewing”
The campaign launches this week and runs through until November 5, 2023.