The campaign was devised as 3 stages - recruitment, the big event and wider promotion.To recruit participants for the trolley challenge we went on to campus and around the city with a range of innovative concepts.Rugby is New Zealand’s sport obsession. We managed to promote the event with a trolley race at the half-time break of a major international Rugby match. In addition, we secured coverage over the public address system and through student ticket booths.

Campus activity featured a ‘Spot the trolley’ promotion, posters, radio and Facebook activity.To hype the event and take it beyond the city we arranged a content partnership with a leading nationwide youth TV channel ‘U’.They promoted the build-up to the event, covered it live, made heroes of the winners and created real-time viewer engagement via Facebook.

They also asked students to vote for their university to host the next challenge.

500 TEAMS of students signed up to our challenge.1500 students in the city became Fly Buys members in just 4 days (that growth usually takes 4 weeks NATIONALLY).By the end of the campaign 6000 students had linked their card with others in their house.76% more students were active members compared to a control group of students in another city.They shopped at twice as many Fly Buys partner stores, made three times the partner store visits and spent 126% more than the control group.Based on the success of this pilot campaign, additional youth promotions were approved.