Award: CAMPAIGN AWARDS \ C30. Australia/New Zealand PR Campaign of the Year

With Christmas being the busiest time of year for deliveries, crowdsource courier, Go People required a proactive campaign leveraging the festive season to drive brand awareness and business leads.

In the true spirit of the silly season, we identified a timely commonality among businesses in December – the workplace hangover.

Commissioning a survey, we identified the majority of Christmas parties were taking place on 14th December, making 15 December the most hungover day of the silly season. With this national hangover costing businesses $12.8m in lost productivity.

We then developed over 300 branded hangover kits to be distributed for free to businesses across Brisbane, Sydney and Melbourne, the same morning they were ordered.

We developed a fully integrated communications campaign that leveraged PR, radio advertising, experiential, video production, paid and organic social media and face-to-face communication.

By joining a highly talked about conversation during the Christmas period, we were able to cut through the Christmas media noise.

Campaign Lab developed proactive campaign driving brand awareness and business leader for Go People. The campaign reached over 500 registrations and captured leads, with 259% uplift from website users.