Combine a giant bike frame, over 1000 balloons and hundreds of fairy lights and you not only get a fabulous installation at Auckland’s Queens Wharf, but a unique method of shedding light on ChildFund’s alternative gift idea.
Network worked with ChildFund to create a social media, media relations and experiential marketing campaign that highlighted the Gifts that Grow catalogue. The balloon bike took pride of place as part of the Queens Wharf Christmas party, much to the delight of the many onlookers who stopped to grab a picture with it and have a chat about the ‘hero gift’ so aptly displayed.
To inspire interest in the lead up to the event, Network created a video teaser replacing the traditional media release format to announce the ‘secret’, consequently shared on YouTube and social media channels.Celebrities were also asked to ‘primp’ a bike wheel for ChildFund with the photos of their unique Christmas wreaths used to entice media.
The campaign attracted pick up across a range of top-tier media including a segment on TV3’s popular ‘7 Days’ show, Weekend Magazine, NZ Herald, New Idea, Sunday Star Times, Element Magazine and a range of online sites.