Marco Polo
March 1, 2012 by
The
Challenge
To launch the new Volkswagen Polo, our challenge was to engage a Gen Y audience with a particular taste for a bit of culture and a big night out on the town.
The
Strategy
Building on Polo’s cultural positioning, PLAY developed a social media inspired street activation. Our strategic approach was to use Polo’s cultural positioning to deeply entrench it as an authentic part of the Gen Y lifestyle, taking the game of Marco/Polo to a new level!
The
Experience
Cue Marco, the hippest cat in town. Knowing where all the night’s best gigs, shows and parties were about to take place, Marco would post “Marco” on his Facebook page and the first to respond with Polo would be picked up in a new Polo, driven to the party with free tickets and backstage access. Run over 3 weekends, the Marco Polo team took to the streets of Sydney, Melbourne, Brisbane and Perth.
The
Results
1.89 Million campaign impressions
25,289 Active engagements
2,307 Driving engagements
10 MINS + Average drive time
Say what’s up to Marco at www.facebook.com/MarcoPolo.
DO Machine
January 31, 2012 by
The
Challenge
Our challenge was to bring the spirit of ‘For those who do’ to life, and gain exposure to Australian business professionals, making it known to them that Intel powered Lenovo products are purpose – built for those whose driving passion is to succeed.
The
Strategy
PLAY created an integrated campaign around the experiential component – The Do Machine. Our Do-er – a fictional character – appeared in online videos, social media and advertising as we followed him to build the Do Machine.
The
Experience
Sharing our Do-er’s work with millions of travellers through live experiences at key airport media spots across Australia and New Zealand, we engaged over 38,000 people to experience Lenovo Do-machines first hand. This, coupled with high-value promotions and meaningful digital touchpoints, funnelled traffic to an inspiring microsite. As well as providing products info, and the back story, the website acted as the hub for a promotional competition.
The
Results
3.1 million experiential impressions
38,000 product engagements
30,000 online entries submitted
23,000 opt-in active Customer Database
94,267 hits on URL
Mini Strike
August 18, 2010 by
The
Challenge
After a continued presence at the Sydney Motorshow, MINI came to PLAY and asked us to develop a stand alone activation around the Motorshow and deliver 500 driving experiences to potential MINI drivers.
The
Strategy
Answering the call, PLAY developed a larger than life bowling extravaganza to demonstrate MINI’s go-cart handling and performance. Our objective was to get the audience thinking, “Wow, I didn’t realise you could do that with a MINI!”
The
Experience
Consumers were given the opportunity to hop in the car with a professional driver and be part of the world’s first car bowling experience! Pre-promotion included ambient media, online, teaser trailer plus Sydney’s largest billboard.
Wow, I didn’t realise you could do that with a Mini.
The
Results
5000 Brand Impressions
850 Driving experiences
2 Cars sold immediately
The project budget was recouped by the media coverage alone
Melbourne In Winter
August 12, 2010 by
The
Challenge
In order to increase visitation to Melbourne, PLAY’s brief was to create a highly ‘sticky’ brand experience, targeting a female skewed Sydney audience and generate $1m worth of media exposure.
The
Strategy
Qualitative research findings identified a man recession in Sydney. To solve the man recession, we gave Single Sydney women the opportunity to fly down to Melbourne and bask in the delights of Australia’s romance capital.
The
Experience
Through our official matchmaker and blogger, we paired 10 single Sydney girls with 10 creative Melbourne men and sent each couple on dates around Melbourne. The experiences were then amplified across online, press, radio and TV.
The
Results
10 Creative dates
18,00 Views on YouTube
20,000 Hits of melbourne-match.com
$1,500,000 In media exposure