Tourism Australia DM THE GREAT BOOMERANG THROW by Tribal London

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Industry Transport, travel & tourism, Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market United Kingdom
Agency Tribal London
Creative Director Scott Walker, Guy Bradbury
Art Director Vix Jagger
Copywriter Ric Hooley
Released March 2010

Credits & Description

Category: Traffic & Brand Building
Agency: DDB UK
Date of First Appearance: Mar 26 2010 12:00AM
Entrant Company: DDB UK, London, UNITED KINGDOM
Creative Director: Guy Bradbury (DDB UK)
Creative Director: Scott Walker (DDB UK)
Copywriter: Ric Hooley (DDB UK)
Art Director: Vix Jagger (DDB UK)
Business Director: Fiona McArthur (DDB UK)
Account Director: Sarah Lambert (DDB UK)
Account Manager: Patricia Synephias (DDB UK)
Media placement: Digital/Social Media - Facebook Application - 26/03/10

Describe the brief/objective of the direct campaign.
Australia used to be a popular destination amongst gap year students. But in recent years has dropped off the top of the list. Our brief was therefore to get it back to the top, by driving every student in the UK to become a fan of the ‘Working Holiday in Australia’ Facebook page.

Explain why the creative execution was relevant to the product or service.
To bring this to life, we created the ‘Great Boomerang Throw’ Giving people the chance to throw a virtual boomerang, with the longest loop winning a year’s working holiday in Australia. After ‘becoming a fan’, participants had to choose a friend to throw it to, that friend then chose someone from their friend list to keep the boomerang in flight and so on…. To keep people engaged, they could track their boomerang on Google Maps, seeing how far it had travelled and who had it, making sure they gave themselves enough time to get it back and win the prize.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To do this we created a simple idea, built around the very essence of social networking. Giving students the opportunity to win a working holiday by getting as many people involved as possible. Not just in their network, but in their friend’s networks and so on.We targeted school leavers and university/college students ready for a gap year. There was actually no money to spend on driving students to Facebook. Hence why the concept came about. We tempted UK students already talking about a gap year in Oz on the 'working holiday' page to join the networking-style competition in order to win the trip. Then by joining the competition, they automatically spread the word for others to join simply by playing with their friends. We even found that students ended up seeding it themselves on their own university sites.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We were surprised by how far people went in just four weeks. From a very small budget, 19,272 of people took part, throwing over 3,600 boomerangs, with people passing it on as many as 77 times. Boomerangs whizzed across the globe, travelling to over 40 countries, including Australia, creating noise around the working holiday Visa outside the UK. During the promotion, fans of the Working Holiday Facebook page soared from under 15,000 to over 49,658. That’s more than 34,658 extra fans and more than a 230% increase in people talking about a working holiday in Australia.