THE WORLD'S FASTEST COUCH STUNT by Eckfactor, The Monkeys for Parmalat

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THE WORLD'S FASTEST COUCH STUNT

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Industry Milk
Media Promo & PR, Case study
Market Australia
Agency Eckfactor
Agency The Monkeys
Executive Creative Director Justin Drape
Creative Director Scott Nowell
Art Director Jed De Pyper
Copywriter Benn Sutton
Editor Stew Arnott
Released September 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: PARMALAT
Product/Service: ICE BREAK FLAVOURED MILK
Agency: THE MONKEYS
Agency: ECKFACTOR
Executive Creative Director: Justin Drape (The Monkeys)
Executive Creative Director: Scott Nowell (The Monkeys)
Creative Director: Scott Nowell (The Monkeys)
Copywriter: Benn Sutton (The Monkeys)
Art Director: Jed De Pyper (The Monkeys)
Head Of Broadcast Production: Thea Carone (The Monkeys)
Executive Planning Director: Fabio Buresti (The Monkeys)
Channel Planner: Matt Rawnsley (The Monkeys)
Group Content Director: Dan Beaumont (The Monkeys)
Content Director: Gini Sinclair (The Monkeys)
Content Director: Suzy Coman (The Monkeys)
Content Manager: Kate Behne (The Monkeys)
Digital Director: Ben Cooper (The Monkeys)
Editor: Stew Arnott (The Monkeys)
Publicist: Adam Cubito (Eckfactor)
Couch Designer/Builder: Paul Mckinnon (Evolution Motor Sport)
Media placement: Event - Live Event - 26th September 2011
Media placement: Digital PR - Video Posted On Youtube - 28th September 2011
Media placement: TV Coverage - Today Show - 28th September 2011
Media placement: Digital PR - Huffington Post - 28th September 2011
Media placement: Print - The Daily Telegraph - 28th September 2011
Media placement: Digital/rint - Cars Guide, - 28th September 2011
Media placement: Digital - Nova Online - 28th September 2011
Media placement: Print - Zoo Magazine - 28th September 2011
Media placement: Print - The Telegraph - 28th September 2011
Media placement: Print - The Telegraph - 28th September 2011

Summary of the Campaign
After a decade of archaic and predictable communications activity, Ice Break ice coffee was at risk of losing relevance with its target audience.

To the average Australian male Ice Break is more than an Iced coffee: it’s a motor to get them through the day.

So we turned a product benefit into an online show. ‘Add A Motor To It’ (AAMTI) featured ordinary Australians who have added motors to extraordinary things.

The show - comprising 7 episodes - was broadcast on a customised YouTube channel, but with little money to drive people to the channel we had to find an interesting way to launch the show.

So we decided to add a motor to a couch, and create the fastest couch in the world.

Objectives for the ‘couch stunt’:
1. Generate PR coverage based on the ‘fastest couch’ stunt
2. Drive YouTube views of the ‘fastest couch’
3. Launch AAMTI.

We held an event, on Monday 26th September at Camden Airport, NSW, where we set about attempting to break the world record and demonstrate the sheer awesomeness of a motorised couch.

The event resulted in 3 videos that were sent out to media as well as seeded on social media sites and the Ice Break Facebook page an hour after the event.

Not only was the attempt successful – we clocked over 100 miles an hour achieving the Guinness World Record for the Fastest Motorised Couch - it was both a hit with the media, and a YouTube sensation.

The Situation
Ice Break’s AAAMTI was broadcast on a customised YouTube channel. With a modest budget we couldn’t use mainstream media to push people towards the site so we decided to use a PR stunt to pull people to us.

Our audience of 18-29 year old males is very active online, so we needed to engage them with the brand via social media platforms.

The world’s fastest couch stunt appealed for these reasons.

The Goal
Ice Break drinkers are blokes 18 to 29 years. They’re knockabout, simple and genuine blokes. Ice Break’s attitude reflects the risk-taking attitude these blokes see in themselves (even if nobody else does).

Desktop research via Roy Morgan was used to confirm audience interest in ‘motors’, plus observations of our sizeable Facebook community.

The Strategy
In some ways the strategy was simple: go as fast as we could on a motorised couch.

However, there was a lot riding on getting the PR stunt right.

The stunt was organized for two days before the YouTube launch of AAMTI. This was designed to give us the time to generate the views and virality needed to ensure YouTube ranking success (a 48-hour window, based on YT’s algorithms).

It also meant that any media coverage we received would coincide with the first episode of the show going live on YouTube.

Execution
We commissioned a local motorsport designer to create a leather 2-seater complete with coffee table and subtle Ice Break branding.

The stunt took place 2 days before the YouTube launch of AAMTI, at Camden Airport 60kms outside of Sydney. As this was too far for busy journalists, instead of inviting them to the venue we filmed and edited the stunt on site so we could prepare a simple package of 3 videos, along with a press release celebrating the Ice Break couch’s success.

Once the stunt was successfully completed (to Guinness World Record Standards) we then dispatched the media kit to our list of targeted media outlets.

Despite concerns of safety and whether or not the Ice Break couch would break the world record, the stunt went off without a hitch and our original plan did not need to be adapted in any way.

Documented Results
Media coverage
PR and virality accounted for $1.3m in earned media value
Over 14 minutes of national TV coverage
Most Australian capital city daily papers.
Myriad international publications and major online publishers.
Motoring and young male sites featured heavily.

Drive YouTube views for the ‘fastest couch’.
No.1 YouTube ‘most watched video of the week’ in the entertainment category.
No.2 overall.
17 YouTube honours.
Over 650k views.

Drive interest in AAMTI.
AAMTI launched to great success.
Viewers spent an average 14 minutes on the AAMTI YouTube channel in the first 3 weeks. Campaign average (8 weeks) was 8.5 mins.
$2.9m in earned media value for the AAMTI campaign.
32 YouTube honours.
Facebook community grew 32.5%.
Greatest week of sales in the brand’s history.