AG1 Activations
Year: 2024 - 2025
Company: Mongoose
Location of Event: Singapore & Hong Kong
To support AG1’s entry into Asia, we developed a regional activation strategy focused on high-traffic fitness, wellness, and endurance events. The goal: drive trial, education, and subscriptions through direct sampling and meaningful, ambassador-led engagement with health-conscious audiences. This multi-market programme spanned expos, marathons, endurance races, run clubs, and gym activations, establishing AG1’s presence across Singapore and Hong Kong.
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Please see the list of activations below:
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Fitness & Wellness Expo (FWE) — Singapore & Hong Kong 2024
AG1 made its Asia debut at FWE, engaging over 58,000 visitors across SG and HK through a conversion-focused booth experience with live sampling, subscription education, and ambassador storytelling.
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Singapore Booth: Hong Kong Booth:
Standard Chartered Singapore Marathon (SCSM) 2024
As an official sponsor, AG1 activated at race pack collection and the Finisher Village, reaching 55,000 runners with sampling, education, and on-ground conversion touchpoints.
T100 & 2XU Race Pack Collection 2025
AG1 engaged elite athletes and committed amateurs across two major race events, combining high-volume sampling with hands-on product experience and subscription onboarding.
Run Club & Gym Activations (Singapore)
Ahead of the above events, AG1 partnered with leading run clubs and fitness centres to distribute trial packs and conduct product-led engagements, building brand familiarity within core athletic communities.
2025 Pre-Planning
Before maternity leave, I also supported planning for FWE SG & HK 2025 and SCSM 2025, including booth concepts, budget planning, and initial vendor engagement.
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Campaign Results (Across All Activations)
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Total Reach: ~141,000 athletes, runners, and wellness consumers
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Samples Distributed: ~4,374
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Email Sign-Ups: 2,645+
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New Subscriptions / Sales: ~381 new customers across markets
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Run Clubs Engaged: 6, reaching 500+ runners
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My Scope
I led the end-to-end activation strategy and execution across all markets, covering conceptualization, event sourcing, production, booth design, vendor management, creative asset development, inventory and warehousing, sampling logistics, budgeting, and ambassador recruitment and training. My role also included liaising with event organisers, overseas partners (HK), New Balance’s fitness collaborators, and managing photography/videography, set-up, teardown, and on-site operations. Additionally, I oversaw run club and gym activations, ensured product stock accuracy (including expiry checks and replenishment), and coordinated all pre-planning for AG1’s major 2025 events.