Stunt Watch: Australia's deadliest killer, Notting Hill Carnival’s HIV awareness and Aldi’s OnlyFans
It’s not the sharks you should be worried about, says Frank's Lee Sanders, rounding up this week's stories.
We’re starting off Down Under for this stunt. I thought it was a real stroke of genius and caught the eyes of the Aussie, and even the global press.
Australia is known for its sandy beaches, laid-back attitude to life and, most famously, how everything there wants to kill you. And, it's not just the native 66 venomous species, the sharks, snakes or crocs; it’s also the people who live there.
Would it shock you to learn that speeding kills more people than any animal in Australia?
A whopping 75% of Australians fear snakes, but only 11% believe driving 5 km/h over the limit is extremely dangerous, according to the Transport Accident Commission (TAC). It brought this insight to life with a campaign that makes you think differently.
Titled 'Australia’s Deadliest Predator', the campaign took over the CBD in Melbourne with a pop-up zoo. Inside wasn’t a deadly animal, but a car wreck.
Made complete with an immersive audio experience that guides listeners through the chilling reality of how a small speed increase can spiral into tragedy. A real stop-you-in-your-tracks stunt with a great experiential build.
Top marks.
Carnival nail bar promotes HIV awareness
With Notting Hill Carnival weekend, we saw brands scramble to be part of the action and score big culture points with their audiences. However, there was one that stood head and shoulders, or should I say, finger lengths, above the others.
A new pop-up nail bar based at Peckham Palms, named Tips and Tests, offered free manicures and nail designs alongside information about HIV and access to testing. This tapped into a real culture moment, with a real cause that makes a difference in a non-discreet way.
@drinkbymyshelf did you know 1 in 3 people living with hiv in the uk are women? get tested! get your nails done! it’s self care and it’s also your health! free walk-ins at peckham palms TODAY (21/8) between 3-9. first come first served. #doitlondon#freeevent @peckhampalms @jasebyjason #selfcare#womenshealth @Shea #tipsandtests♬ original sound - drinking by my shelf 📚
OnlyFans for top Aldi fans
A quick bite-size idea that I love, probably because it’s a great pun (maybe because I tried to sell it once, and this is in spite of the people who didn’t buy it) but during the heatwave last week, Aldi and its comms team had a genius idea to shift fans to sweltering Brits.
Launching OnlyFans, perhaps the first brand to launch one, that wasn’t filled with what you may or may not have seen in the Bonnie Blue documentary. Aldi gave away fans to its top fans, also known as subscribers.
Funny, simple, lovely.
Lacoste swaps crocodiles for The GOAT
The world of tennis took a leaf out of the football club and kit makers’ playbook this week to mark the launch of the US Open. Bringing a sponsorship activation to life in an authentic way that really hit the mark and reminded everyone that Lacoste is still at the heart of culture.
Lacoste swapped its famous crocodile for the sporting world's best mascot, a goat — riffing off the popular Greatest Of All Time (GOAT) sporting acronym.
The new goat brand was debuted by the goat of tennis, Novak Djokovic. A long-term partnership has existed between Lacoste and Djokovic, and the changing of the logo shows that Djokovic is now bigger than tennis; he’s a global icon. Launched at its flagship New York store, customers can get their hands on a range of items featuring the new goat brand mark.
Constant re-invention of a brand is required to stay culturally relevant, and Lacoste did it just right, with coverage that went global.
Game. Set. Match.
@lacoste Two Goats: One makes history. The other makes noise. 👋 @Novak Djokovic #Lacoste#tennis#Goat♬ original sound - Lacoste
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