Shark Week
AUSTAR/Discovery Channel
Issue 7 | July 2008
Agency
Rapp Collins Sydney
Creative Team
Ryan McKay - Art Director;Max Kitchen - Copywriter
Production Team
Andy Robillard;Brett Griffiths
Other Credits
Nick Cleeve - Account Team;Cam Dunnet - Account Team
Date
January 2008
Background
Rapp Collins were charged with creating a buzz around the documentary series SHARK WEEK – appearing exclusively on AUSTAR’s Discovery Channel in Australia – and ultimately with increasing subscriptions to AUSTAR’s digital TV service.
Idea
Sharks are as frightening as they are fascinating. Armed with this insight, the agency scattered a number of 'shark-bitten' surfboards on the beach. They then sat patiently while a frenzy of curious beach-goers came to ‘feed’ on the simple ambient idea.
Results
Over seven days nearly 4,000 people interacted with the 10 boards and, as a result, were made aware of SHARK WEEK. Likewise, PR and media coverage helped to generate huge interest in the series.
Target Audience
Prospects living in AUSTAR’s no.1 key market area. Existing customers who may be unaware of the programming available.
Size
10 boards
Our Thoughts
Maybe I wouldn’t be laughing if I found this surfboard on a beach moments after my son had just gone paddling out to hang 10, but sitting here in my orchard 20 miles from the sea, it prompted an immediate noisy response. What’s more, two weeks after I saw it, I can still remember what it was about and who it was for. Terrific beside-the-line creativity again.