Contestants donated their old cars (the ‘bombs’) during a two week radio promotion hosted by Australia’s most popular radio team, “Hamish and Andy”. The audience decided the winner (Gill) by voting online on the worst “bomb”. A second contestant (Bill) was chosen from on-pack promotion. Bill had to decide when to drop Gill’s car from a plane flying at 14,000 feet. If the car landed within a 1km target, he won $100,000. If he missed he and Gill got nothing. Promoted in-store, on cartons, web; the contestants entered online using a unique code found on Carlton Draught cartons.

On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online.

Highest March sales in history.Every free-to-air national news show aired the story at prime time.

$1.29 million of unpaid media.

For two days Hamish & Andy devoted their entire two hour, primetime show to the promotion. Daily audience: 992,000.

New records for the Hamish & Andy show.200,000 video downloads in two days.

1,230,000 unique web impressions over a three day period.On pack entries: 53,748 Cars donated:163