OBJECTIVE: Sun City needed to promote their annual inland beach party, but in a way that moved beyond mixed media. This year a fresh approach was needed that was guaranteed to get the consumers’ attention.
INSIGHT: People were becoming indifferent to the hype around springbreak. They needed to remember why it is such a “celebrated tradition.”
ACTION: In order to engage with the target audience, we created human billboards. These attractive brand ambassadors were dressed in bathing suits with messaging about Sun City Springbreak written on their stomach, backs, arms and legs, and visited popular areas such as night clubs and shopping malls to drive the messaging. The campaign also extended to magazines, social media and traditional signage.
REACTION: The human billboards generated huge buzz and increased the number of springbreak attendees by over 3,000 compared to previous year.