Client: Mira Showers
Setting rugby stars the ultimate cold water challenge to launch Mira Showers’ newest offering
3.1m
coverage views
100%
brand mentions in
earned media coverage
71
average DA of coverage
Our Mira Showers x Gloucester Rugby ‘Freeze Frames’ hero campaign saw rugby stars set a cold water endurance challenge in the name of raising awareness of Mira Showers’ latest offering – the UK’s first guided cold water experience challenge.
The brief:
We know what you’re thinking: don’t all showers offer cold water? Correct, but when Mira Showers came to us to launch the Mira Activate with ColdBoostTM, we realised there was a big difference. This wasn’t just cold water; it was a purpose-built, invigorating cold therapy experience, engineered for maximum impact and everyday use.
To stand out and highlight a product that delivers all the benefits of cold water therapy from the comfort of home, the brief called for a straightforward yet impactful concept - one that would catch the eye of both journalists and consumers as they scroll.
Preparing to embrace the chill
Searches for cold water therapy have more than doubled in the last three years and show no signs of slowing down. What most people don’t know, though, is that sports players have been using the therapy for years to aid with exercise recovery.
Planned newsjacking with legislation
Leaning into the trend of cold water therapy – and aiming to reach an audience of fitness fanatics – we turned to Mira Showers’ local sports connections, and its sponsorship of Gloucester Rugby. The club’s sports scientist, Dr James Hudson, gave us the lowdown on how players use cold water therapy for recovery.
The reaction to cold water hitting our skin is a universal truth – the impact is instantaneous and (when you’re not on the receiving end) hilarious.
Alongside a survey of Brits revealing one in three of us are crazy enough to take a cold shower at least once a week, we challenged players Jamal Ford-Robinson, Christian Wade and Max Llewellyn to experience the cold boost Mira Showers’ newest offering excels in.
We captured their ‘Freeze Frames’ and pre-pitched the story to picture desks with positive feedback. The standout success of the campaign? The pics made it to the Beeb in a roundup of images from the week (conveniently timed with a heatwave). What’s more, the campaign landed a coveted spot in PRmoment’s roundup of good and bad PR of the week (good PR, obvs).
The results
3.1m coverage views
100% brand mentions in earned media coverage
71 average DA of coverage
Our key take outs
Searching for the perfect talent or brand collaboration? Look to existing partnerships and sponsorships you or your client has, and you could strike gold
Social media journalists are some of the most picture-focused of them all and often write for titles’ websites too. Use this route to unlock image-prominent coverage
Strike up a (profesh) relationship with your talent – in doing so, we encouraged them to perform even better when it came to the photoshoot for this campaign
Looking for a touch of fame and findability?Let’s talk.
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