Targeting teens and twenty-somethings ‘Aussies Suck’ features envy inducing Aussies that suck every morning.
In addition to television the multi-million pound push also includes experiential, digital and social to help drive brand awareness and sales of the breakfast drink. The Village Communications is handling media planning and buying which includes video-on-demand and pre-roll and high-impact OOH advertising as well as a partnership with Bauer Media to provide branded content across a number of media platforms.
“Us Brits love everything Australian and we think the ‘Aussies Suck’ campaign really sums up the brand personality in a way that will be appealing for consumers,” commented David Miller, chief executive officer of The Red Brick Road.
A mass experiential activation – the Up&Go Bounce Off – is also planned to take place on London’s Southbank encouraging passers-by to act like an all-action Aussie and race around an inflatable Sydney Harbour Bridge assault course.
Rosie Foster-Carter, UK marketing director of Up&Go, explained: “The Up&Go spirit is all about seizing the morning and living life to the full. We’ve wanted to launch the brand in the UK with something fun that celebrated our Australian roots so what better way than with a giant Sydney Harbour bouncing bridge.”
The bridge will stay on the Southbank from Wednesday 22 April until Sunday 26 April. Contenders’ images and times will be automatically fed directly to the Up&Go website.