After a decade of archaic and predictable communications activity, Ice Break ice coffee was at risk of losing relevance with its target audience.

To the average Australian male Ice Break is more than an Iced coffee: it’s a motor to get them through the day.

So we turned a product benefit into an online show. ‘Add A Motor To It’ (AAMTI) featured ordinary Australians who have added motors to extraordinary things.

The show - comprising 7 episodes - was broadcast on a customised YouTube channel, but with little money to drive people to the channel we had to find an interesting way to launch the show.So we decided to add a motor to a couch, and create the fastest couch in the world.

Objectives for the ‘couch stunt’:1. Generate PR coverage based on the ‘fastest couch’ stunt2. Drive YouTube views of the ‘fastest couch’3. Launch AAMTI.We held an event, on Monday 26th September at Camden Airport, NSW, where we set about attempting to break the world record and demonstrate the sheer awesomeness of a motorised couch.

The event resulted in 3 videos that were sent out to media as well as seeded on social media sites and the Ice Break Facebook page an hour after the event.Not only was the attempt successful – we clocked over 100 miles an hour achieving the Guinness World Record for the Fastest Motorised Couch - it was both a hit with the media, and a YouTube sensation.

Add A Motor To It is a product benefit in the form of an online show.Our target audience are highly involved online content consumers and participators, so we needed to engage with them via social media platforms.We used a customised YouTube channel to broadcast the show and Facebook to leverage the dialogue around it. Each episode included an Ice Break ad created by an Ice Break drinker. On the AAMTI channel fans could download the theme song and with a special AAMTI gadget that plugged into your car stereo, everyone could make their crappy car sound like a roaring V8.With only a modest budget for mainstream media we needed a PR stunt to launch the show - so we added a motor to a couch and created the world’s fastest couch. The stunt worked its socks off going viral and creating buzz around the show.

Media coveragePR and virality accounted for $1.3m in earned media valueOver 14 minutes of national TV coverage Most Australian capital city daily papers.Myriad international publications and major online publishers.Motoring and young male sites featured heavily.Drive YouTube views for the ‘fastest couch’.No.1 YouTube ‘most watched video of the week’ in the entertainment category.No.2 overall.

17 YouTube honours.

Over 650k views.Drive interest in AAMTI.AAMTI launched to great success.

Viewers spent an average 14 minutes on the AAMTI YouTube channel in the first 3 weeks. Campaign average (8 weeks) was 8.5 mins.$2.9m in earned media value for the AAMTI campaign.

32 YouTube honours.

Facebook community grew 32.5%.

Greatest week of sales in the brand’s history.