Carlton ‘Ready or Not’ extreme adventure experiences

2.-Carlton-Drift.jpg

Carlton Dry & Mercury Cider ‘Ready Or Not?’ Promotion – 7 Prizes

THE BRIEF

Clemenger BBDO (formerly The Marketing Shop) asked us to bring to life adrenalin pumping, hair-raising, once in a lifetime, crazy experiences both domestic and internationally. Their client, CUB, offered these as major prizes in their ‘Ready or Not’ consumer promotion to drive sales and increase brand engagement. The catch? Winners had to be ready to take up the opportunity (and be fit to travel!) within a couple of weeks of the draw.

OUR ROLE

Our trusted global contacts helped us to realise our ideas for some out-there experiences that reflected the brand and campaign personality and met the various budget allocations for each major prize. Experiences included: drifting (extreme driving experience) in Japan, zip-lining between ski resorts in the French Alps on the world’s highest zip-line, heli-biking in New Zealand, fly-boarding in Koh Samui, hiking an active volcano in Mexico, night diving with manta rays in Hawaii, croc ‘hunting’ on airboats in Australia’s Northern Territory and a heli-ski adventure in Alaska.

We managed all aspects of the trips including all travel requirements (flights, accommodation, on-ground transportation, travel insurance), winner correspondence and 24-hour phone support to winners while they were travelling – a necessary inclusion when undertaking extreme experiences! We also provided key clauses for inclusion into the T&Cs, specific to each prize, dependent on travel locations, time of travel and local legislation/restrictions.

2.-Carlton_Lift.jpg

THE OUTCOME

Here’s a taste of the feedback, you get the idea 😉:

It was awesome!! Thank you so much. The hotel was great, the helicopter trip was amazing, and the whale watching / sunset cocktail cruise on our last evening was spectacular! Ukulele legend ‘Jake Shimabakuro’ gave a brilliant outdoor concert and even a mother whale and her baby came in the middle of it – and were ‘showing off’ and breaching just off where we were. It was magic. I was over the moon, and the awesomeness just kept coming. Night diving with rays was freaky! But got the hang of it. We’re so grateful to have gone on this trip – thank you so much!
— Night diving with rays in Kona, Hawaii
Oh my goodness! It was a wonderful trip from start to finish. There were zero problems - all went perfectly. The hotel was gorgeous and the fisherman’s village had a great atmosphere and at the same time was laid back and had everything we wanted. Awesome! Not one single glitch anywhere. Of course we are extremely grateful for this experience so please pass on our sincere thanks and gratitude to Carlton & United Breweries! It was an outstanding prize! My husband is a hard working farmer and taking time off to jet away to a place like Koh Samui doesn’t really happen for us. We didn’t stop grinning the whole time we were away!
— Fly-boarding in Koh Samui
The trip was amazing. Still can’t get my head around the fact that I won a holiday.
Everything went perfectly. We both said for a 22 year old and a 23 year old it wouldn’t have been the first place we would go for a holiday (read, it’s not inexpensive!!) but we are very thankful we did because we may never have travelled there if it wasn’t for this trip. We can’t thank you and Carlton United Brewery enough for this amazing trip and to John our host at Bamarru Plains.
— Croc ‘hunting’ at Bamurru Plains, NT, Australia (ok, not hunting, more like spotting…from air boats)
2.-Carlton-Volcano.jpg
Andrew Keese