Cannes Lions

'DANCE FACTORY' GAME

IKON COMMUNICATIONS, Sydney / ATARI AUSTRALIA / 2008

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Enter Police Blue Light Discos- a youth program run by the police with the objective of providing safe, active, fun and supervised entertainment for teenagers. We approached the police with our idea based on the premise that both properties have a perfect brand fit. Both promote safe, active fun. The police loved the idea. Dance Factory competitions were born and secured main stage at Police Blue Light Discos across the country, at the cost of games and consoles only. We actually developed a national experiential launch platform in the absence of a budget. A true media first, and the first time the Australian police had endorsed a brand in such a way.The police embraced the concept well beyond our expectations to the extent of branding entry wrist bands, event naming rights and editorial integration into their national trade publication; a trusted source offering invaluable brand endorsement.

Outcome

Actual sales of 6,941 units; first 3 months (+82% on objectives) against a category declining by 14%. Return on investment of 912%. A unique, effective brand experience in excess of two hours at 28 events with 15,235 entrants. A police force willing to do it all again.

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