The UK Campaign
5 iconic landmarks
18 ambassadors
Thousands of budgy smugglers
endless fun!
Objective
A guerilla marketing campaign to raise awareness of the Budgy Smuggler brand in the UK, drive visitors to Budgy Smugglers UK website and drive sales of Budgy Smuggler products in the UK – all while keeping within the style of the cheeky Australian brand.
Solution
Connecting an iconic Australian brand with the most iconic landmarks in London. A 12 hour hit guerilla campaign taking Central London by storm; a branded London red bus touring 18 real people as our ambassadors – no models here – to the most iconic landmarks in London.
At each location, our ambassadors (wearing a Union Jack design Budgy Smuggler of course) posed in front of the bus and iconic landmark while our photographer captured the best shot and then handed out thousands of Budgy Smugglers to the public. Far more memorable than receiving a piece of print directing them back to the website, receiving a ‘take home gift’ reminded the public to engage with the brand when away from the hustle and bustle of the busy city.
Challenges
How do you get permission to tour a bus and around the busiest, most public and tourist heavy, iconic areas in one of the world’s biggest cities? We didn’t…
We took a chance and kept it truly guerilla. This posed a risk in each location of being stopped or asked to move on by police or parking officials. The goal was to get 5 iconic locations and so to mitigate the risk of missing the shots in case asked to move, we planned for more locations and factored in more time to circle back.
The activity was also designed so that everything could happen with 5 minutes to ensure we weren’t disruptive to the area and if handing out the Budgy Smugglers wasn’t possible, we didn’t do it. However, seeing 18 people in Central London hop on and off a big red bus wearing nothing but Budgy Smugglers in March was definitely enough to capture public interest…
REsults
Fantastic campaign with numerous pieces of press in the UK ensuring we hit our target to get the Budgy Smuggler brand out.
Services
Brand ambassador
A key part of the campaign but connecting in with the brand and using real people over models to showcase the products
Brand campaign
An innovative and authentic brand campaign raising awareness of the Australian brand.
logistics
Comprehensive and detailed logistics plan with all parties.
Experiential
An engaging piece for the public to interact with.
Project Management
Full project management pre event and onsite management.
press coverage
Numerous pieces of press coverage both in the UK and AU.