To mark the AMP Foundation’s 25th anniversary in 2017, it wanted to create a unique fundraising campaign/event. With the objectives of raising over $1 million for various charity partners, and raise awareness of the AMP Foundation, CampaignLab knew we had to do something special to capture the public’s attention and imagination.
AMP’s two skyscrapers are recognisable landmarks of Sydney’s Circular Quay, providing picture-perfect views across the harbour few people will ever experience. Leveraging the iconic towers, AMP Foundation gave consumers the ultimate adrenaline fuelled experience by creating The Big Zipper – Australia’s first building-to-building charity zipline.
CampaignLab’s strategy was to create personalised, unique experiences and content. With a focus on video content, influencer engagement and case studies, the campaign proved to be successful.
Three broadcast opportunities (2 live from the event), media personalities, influential journalists, a trending hashtag and personalised videos for all participants helped to raise awareness among millions of Australians, and most importantly helped the AMP Foundation reach its fundraising goal of $1 million.