Virgin Money
The Brief
To attract and entice new customers to ‘leave their old card behind’ through a memorable, experiential campaign aligned with the Virgin Money brand values.
The Concept
THE BIG DUMP - Taboo took to the skies, ambushing Melbourne’s CBD with a guerrilla style air raid. Cash and prizes were seen pouring from the sky on unsuspecting passers by from a hot air balloon in true Branson style. To fuel the fire, Taboo conducted an on-site promotion as well as a street attack to raise awareness of the activity. The promotional street crew swamped high traffic areas equipped with ‘The Big Dump’ promotional gear and a megaphone, gathering over 2000 people on site. The team placed Virgin Money branded articles in the hands of all those that attended ensuring a lasting impression. The campaign created a carnival themed atmosphere with sausage sizzles, sponsored giveaways, a Brass Band and the Nova Cassanova’s providing additional entertainment.
Taboo’s media and communication sector launched an integrated web, radio and public relations campaign to publicise ‘The Big Dump’ and formed sponsorship partnerships with Bulla, Nippy’s water, Bad Boy energy Drinks, Instant Rockstar and Sunglasses Hut. Together they provided free products and trials for all those attending.
The Result- The campaign reached an estimated 40,000 people in the Melbourne CBD
- Involved Media coverage from Herald Sun, MX and Nova 100
- Positive attendee feedback
- Video created for pod casts
- Web advertisement received over 1000 clicks per day
