The background
We were briefed by R.M.Williams to generate buzz and awareness around its new campaign line – Grab Life by the Tugs. Pulling on a pair of RMs is all about getting out there and living life, doing what you’ve dreamed of and facing challenges and we needed to bring that to life.
To make this resonate with the audience, the question became, how could we make Australians understand the concept of ‘grabbing life by the tugs’ and what epitomises this for them.
The nuts and bolts.
We developed a full funnel creative campaign across multiple touchpoints to enable the brand to show up and reach an audience of (predominantly) professionals and creatives.
It all started with an insight, born from a piece of national consumer research, that found that Aussies really want to ‘grab life by the tugs’ and that the great Aussie bucket list is alive and kicking! Our carefully curated questions generated results that brought to life the campaign in the media and sparked conversation.
We recruited 9 influencers to ‘Grab Life by the Tugs’ themselves and made their own journey truly social: starting with them grabbing a tug on a bespoke media giftbox, being fitted for a pair of boots, grabbing their tugs and pulling on their boots to fulfil a bucket list activity.
Our hero talent Sam Konstas had been recently chosen for the Aussie cricket team – a childhood dream fulfilled – and his bucket list Sydney Harbour Bridge Climb was documented via a media partnership with Broadsheet.
This partnership also drove consumers to both a 4-day activation in central Sydney where the opportunity to grab a pair of tugs and win instant prizes resulted in footfall of over 10,000 as well as to the in-store and online consumer promotion giving away the adventure of a lifetime.
The result? A campaign that was truly brought to life with multiple media pieces, social stories and ultimately sales.
Broadsheet Article Snapshot
Sam Konstas climbs the Sydney Harbour Bridge
Grace Hayden learns polo
Pilot Jimmy Nicholson goes on a mystery flight
Outback Tom catches a wild barramundi
