THE CHALLENGE
Launch the PlayStation 2 game ‘Dance Factory’ in Australia to the hard-to-reach (and even harder-to-impress) young teen audience.
THE SOLUTION
We worked off the insight that teens are often inherently embarrassed or feel self conscious about dancing and will look for guidance in a supportive environment.
Our core idea therefore was to introduce Dance Factory competitions at Youth Community Events, helping teens overcome their fear of dancing in a fun and non-confronting way.
At the cost of consoles and games only, we held a series of competitions at Police Blue Light Discos. This was a true media first and the first time the Australian Police have endorsed a brand in such a way.
THE RESULTS
Through our innovative and memorable 2-hour brand experience we exceeded sales results by 82% with a return on investment of 912%.
