Zoo Weekly and Ice Break inject motor power into Sydney's World Square with lunchtime esky race
Ice Break's "Add a motor to it campaign" became a literal reality yesterday in Sydney's CBD as marketing communications specialists, Rockstar Management, injected motors into the everyday Australian esky, with hot Ice Break and Zoo Weekly models behind the wheel.
A fast paced race was the main attraction, with the motorised eskies on display prior to the contest. The girls showed off their rides, so consumers could have a first-hand look at what was under the hood.
"In
the spirit of a big motor sport event and a little tongue in cheek, we
have packed the berms with hay bales and car tyres. We wouldn't want our
girls getting hurt losing it on a corner," said Rockstar executive partner, Kim Carter.The Ice Break and Zoo Weekly girls along with their motorised eskies was arguably the best lunchtime show the south side of the CBD has seen for a while. Ice Break milks were a smash hit with the morning crowd. Rockstar kicked off the day with a high volume sampling exercise and by 9:15AM, over 2,500 Ice Break units had been sampled.
A dual activation, that saw the media company combine promotional sampling with consumer activation, allowed passersby to effectively interact with the brand concepts. Rockstar achieved optimum results with the shopping centre packed for both affairs. The logistical challenge met was sampling 5,000 units of Ice Break Iced Coffee.
Says Aaron Kay, national sales manager, Zoo Weekly: "We approached Rockstar Management to help us amplify and bring to life
Ice Break's 'Add A Motor To It' media campaign beyond magazine and
digital pages. Their solution offered Zoo Weekly and Ice Break an opportunity to get the product into consumers hands whilst demonstrating to consumers that you can add a motor to almost anything, including the home esky!"
The Ice Break girls won.
these guys have completely ripped off mother energy drink
Check this out http://youtu.be/viZ-lotirDg
Dear Crooks, your video was posted three days ago, and has 400 views. Sooooo, you're saying they whipped an entire campaign together in three days?
I dare say the Bathurst V8 Supercar audience will be far and away a much different crowd in comparison to the CBD suits & heels lunchtime goers... i.e. to say, Mother are trying to appeal to a bunch of bogans