Unstoppable:
Mt Avalanche & Shipstern Bluff
TV, digital and social content, brand ambassadors, PR
Faced with gradually declining interest in the brand’s distinctive asset of IronMan, we developed a strategy to rebuild relevance, propel the property back into the spotlight and reach a wider audience.
Leveraging the growing interest in extreme sports, we documented an IronMan taking on his lifelong dream of surfing Australia's heaviest wave. We partnered with professional surfers and internationally regarded trainers to ensure authenticity and interest. The content was distributed in various formats across all digital and social platforms, and was met with a wave of positive commentary and incredible engagement rates. All content was shared extensively by individuals and media outlets.
In New Zealand, we kicked the Unstoppable project off with a mini-documentary collaboration with Mediaworks / TV Three, featuring free-to-air broadcast supported by integrated promotion across the network. The hero story of two kiwis taking on the notorious Mt Avalanche set up the launch of our new Team Unstoppable comms platform. We enlisted extreme sport ambassadors, including Olympian Nico Porteous, Surf Ironman Joe Collins and triathlete Hannan Wells and told their epic backstories. And when Nico won gold at the Beijing Olympics, we made sure the whole country knew what brand was fuelling him.