Task
Create an integrated below-the-line campaign to launch the Hard Yakka Adventure Wear clothing range.
Solution
We created a national talent search to launch the range, 'Search for Australia’s Ultimate Backyard Adventurer', through which we generated PR and extended the concept into in-store promotions and point of sale.
Competitors in each state had to complete a series of challenges from blowing up the inflatable croc, reversing the trailer and landing the magnetic trout, to win a Holden ute as the national prize.
The competition was launched nationally through Kmart, Holden dealerships and a national Triple M promotion, and supported by advertising and PR.
Results
The competition attracted over 60,000 entries across the country.
Six state competitions were hosted across the country, attracting crowds and generating PR around the local contestants and the clothing launch wherever they were held.
Hard Yakka received wide brand recognition through PR coverage, estimated at over $500,000 of exposure, and a series of radio ad campaigns promoting each event and Hard Yakka's new clothing range.
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