Agency: The Red Brick Road
Client: Up & Go
Role: Experiential Director
When Australia’s biggest and most beloved breakfast drink brand announced their UK launch, we knew we had to create very special, and very Australian. So we created an inflatable, 80 metre long, two story assault course shaped like the Sydney Harbour Bridge and took it on tour around the country. Obviously.
The structure wasn’t for a bit of bouncy fun, though. Working with Pan Studio, we created a bespoke login and timing system to not electronically record the fastest times in each city we visited, but to capture the moment participants leapt from the top of the structure into the waiting foam pit. All 12000 competitors were then emailed their time, position on the global leaderboard, and a photo of them looking terrified, ready for immediate sharing.
Kicking off on London’s Southbank and then touring 5 UK Universities, the campaign was a huge success, generating over £3 million in earned media as well as enabling a sampling campaign that shifted over 100k units up and down the country.