BIO-STRATH SURVIVOR TREE MAIL
Bio-Strath partnered with Survivor South Africa as part-sponsor of the 2018 Philippines edition. The popularity of the reality show has lasted for many seasons and was the perfect platform to showcase Bio-Strath’s 5 benefits (Energy, Focus, Recovery, Stamina and Immune Support), as a 100% natural food supplement, in a natural environment.
Survivor displays key moments, activities, challenges and obstacles throughout the show that demonstrate how Bio-Strath’s 5 key benefits can assist you. By aligning these moments with Bio-Strath’s key benefit we found the opportunity to educate new and current consumers on the brand through relatable situations.
Gain awareness and engage with followers by creating a virtual Survivor experience that put our followers’ problem solving skills to the test. To succeed, they needed the Bio-Strath benefits: focus, energy, stamina, immune support and recovery.
We invited our followers to motivate why they should join the Bio-Strath Nakaligtas tribe – Filipino for “Survivor”. Eighteen contestants were chosen to receive a mystery map via email containing clues to challenges they needed to answer within a specified time.
We directly emailed our 18 tribe members with an emailer like no other. The mailer had the ability to scroll horizontally and vertically, with a mystery map that uncovered five challenges that required one of the five benefits to solve. There was one tiny catch – the mailer never stayed the same. The completed challenges would disappear once the allocated time lapsed displaying the already explored islands and revealing the next challenge.
Scrolling horizontally and vertically, the map uncovered five challenges that required one of the five benefits to solve, with a tiny catch – the mailer never stayed the same.
Utilising the native highlight functionality of an email, blue text was placed on a blue background within the body of the mail. These secret messages could be discovered to gain bonus points.
One of the challenges included a hand-delivered branded coconut, laser-engraved with an anagram linking to the mailer. Challengers submitted their answer by replying to the mail. Incorrect answers resulted in elimination. Consolation prizes were sent to eliminated castaways, implying they should have taken Bio-Strath to stay in the game.
The first person to solve a challenge received an immunity ‘idol’ – a bottle of Bio-Strath in a wooden Nakaligtas box, delivered to their door. Challengers were encouraged to share their ‘immunity’ using the hashtag #BiostrathSurvivor.
The leaderboard, posted on social, showed the remaining castaways.
After two weeks, the final two castaways, Angela Palombo and Jody Dillion Arendse, each received double tickets with an all-expenses paid trip to the live screening of the Survivor finale, on 16 August, in Cape Town where they met their favourite castaways and the winner.