We created the Jackpotjoy FUNdation, a £250,000 bursary that would FUNd peoples’ daft ideas with the aim of bringing joy to the nation. We needed a launch tactic that would propel the campaign and brand into the national consciousness through traditional, online and social media to effectively reach all our target audiences. By thinking of daft fun in the purest sense, we came up with the idea to cast a giant 50 foot high yellow rubber duck down the River Thames on a busy London morning.

The giant duck could be found across 65 publications, with 99% of Jackpotjoy’s coverage being positive and 90% crediting the Jackpotjoy FUNdation. From major coverage across nationals such as the Daily Mirror, Evening Standard and The Times, through to placement on highly trafficked websites and even news bulletins on London Tonight and BBC Breakfast –the image of the duck was all pervasive. The duck inspired more than 20,000 visits to the FUNdation, generating almost 500 entries in just 4 weeks. The campaign as a whole increased spontaneous brand awareness by 7% nationally and 10% in London, fulfilling the campaign objectives.