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PWC WHAT WOULD YOU LIKE TO CHANGE?
The brief was to create hype around the launch of a new freedom of speech website, www.whatwouldyouliketochange.com.au, with a teaser stunt. The stunt needed to drive traffic to the website before the launch of the ATL through on ground promotional activity. The concept Zing proposed had never been done before and that was to float a giant banner on the water at Cockle Bay, Darling Harbour. The 30m x 30m banner was unveiled through a highly orchestrated series of manoeuvres that caught mass attention, not least from the 400 staff members who came down to Pyrmont Bridge to watch the reveal.
To support the stunt, branded flags ran along Pyrmont Bridge and street teams hit Melbourne and Sydney with camera crews asking the public ‘what would you like to change?’. They also targeted high traffic train stations and handed out branded chocolate coins with the URL calling...‘penny for your thoughts?’.
A combination of a stunt, an online forum and sampling produced maximum results.
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