Multi-agency push helps Aussie breakfast bounce into Britain
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Australia’s number one breakfast, Up&Go, is making its UK advertising debut today with a multi-million pound launch including an expansive out of home (OOH) advertising campaign planned and bought by The Village Communications and OOH partners Kinetic. The campaign is spearheaded by a Sydney Harbour Bridge-themed assault course on London’s Southbank, running 22-26th April. The live activity is developed and managed by agency The Red Brick Road with PR support from DeVriesSLAM
The interactive Australia-themed assault course includes the world’s largest inflatable bridge and a replica of the Sydney Opera House and will allow visitors to bounce across the world-famous landmark before leaping into a ball-pit.
The 25m long 8m high structure is the world’s largest inflatable bridge ever built.
At the end of this Aussie-themed assault course, contestants can grab a carton of Up&Go from the air, before crash landing in the enormous croc infested ball pit below.
Contenders who brave the Up&Go Bounce Off will be faced with a series of obstacles. After activating the giant Up& GO button contestants will head down under, kangaroo jump over hurdles, battle through the cheese grater (tunnels) and fight their way through punch bags. Next, they will climb the ramp to the trampoline bridge for the final bounce to the finish and the leap of faith into croc infested waters (ball pit).
Contenders will be battling for a place on top the Up&Go leader board. Their bravery will be captured on camera and pictures available for immediate social media pats on the back as they share their feat with their friends. The person with the fastest time on each day will be selected to win a selection of money can’t buy prizes.
Marketing Director Rosie Foster-Carter says “The Up&Go spirit is all about seizing the morning and living life to the full. We’ve wanted to launch the brand in the UK with something fun that celebrated our Australian roots so what better way than with a giant Sydney Harbour bouncing bridge?! We’ve got a real competitive streak and can’t wait to have a go, come and challenge us!”
The Up&Go Bounce Off is also touring the country visiting university campuses throughout May including Portsmouth, Leicester, Nottingham and Kent. Students will compete against other universities for the ultimate prize – The inaugural Up&Go trophy.
The outdoor campaign, planned by The Village Communications and bought by Kinetic, the global leader in planning and buying OOH media, runs from April 20th until May 17 and will see the nutritious breakfast drink appear across bus t-sides, roadside 6-sheets and mall advertising. Targeting a core audience of 15-25 year olds and a secondary target of mums, the playful creative features an ‘Aussie’s Suck’ tagline, created by The Red Brick Road.
The national launch of Up&Go will be supported by social media activity, radio tie-ins with the likes of Kiss and Absolute, and partnerships with Time Out and London’s Evening Standard.
Katherine Adams, business director The Village Communications, said: “We are proud to have worked on the launch of Australia’s number one breakfast product in the UK. The through the line approach is a result of true collaboration between Up&Go and all partners from the onset. Out of home was selected as the lead channel as it enabled a national reach with a high frequency that are crucial for a brand launch. The national campaign is set to reach over 86% of teens in the UK!”
