‘Rekicked’ celebrates one of Australia’s biggest pieces of entertainment ever created; INXS’ seminal album ‘Kick’, which happened to mark its 30th year in 2017.

We handed over the most streamed tracks from the album to some of Australia’s biggest talent and let them interpret them in their own way, breathing new life into the music for those not lucky enough to enjoy it first time around.

‘Rekicked’ formed an episodic content series online. Showcasing incredible talent from dance, mixology, skate and of course music. The campaign culminated in a live spectacle that brought all talent together with INXS band members for a memorable moment in culture, exclusive to Optus customers.

Aussie pop duo Client Liaison paid tribute to the albums most streamed track ‘Need You Tonight’. Skater Poppy Starr Olsen Rekicked ‘Mystify’, skating the bands old gig venues. Maddie Peat choreographed a moving dance to ‘Never Tear Us Apart’. Finally, Mixologist Mikey Enright met with band member Kirk Pengilly to create a drink inspired by the sounds of the title track, ‘Kick’.

The Rekicks were released on Facebook over a four week period, creating a ‘tune in’ moment. Each episode had supporting ‘inspiration behind’ content that was targeted to viewers to tell the deeper INXS story.

In week 5, we host an exclusive event at Selina’s– a venue synonymous with the Sydney band – we invited INXS down to host a night of mixology, dance, skate and live music, exclusive to Optus customers.

The campaign relied heavily on organic reach – the power of the band, brand and talent involved.

The strategy was to obtain as much free media and organic reach as there was not a large media budget behind the campaign – just $20K AUD was spent on media across the entire campaign.

Leveraging the social media channels of four hero talent, the socials of INXS themselves as well as Optus’ owned platforms was key to the success of the campaign and getting it to the right people.

During a 5 week campaign period, we obtained 1.6 million views across our content, reaching over 3 million individuals with Optus’ data-free streaming offer.

Most importantly, by associating with a moment in history – the 30th year anniversary of the historic album, ‘Kick’ we saw a 43% uplift in streams of INXS during the campaign period.

The campaign did more than this though, it created culture – with an exclusive event marking the albums milestone in a unique way.