The strategy was to create a series of rewarding live lunchtime experiences across the major Australian cities, amplified through media partnerships and PR, as well as bite-size pieces of content.

Before the launch, we got people talking about issue of the disappearing lunch break through a major PR release that drove people to an online hub where they could register for a range of lunchtime activities.

We called upon the world’s most famous magician, Dynamo, to fly to Australia for the first time ever to highlight the plight of the disappearing lunch break and demonstrate to millions how ING DIRECT is bringing the "magic" back to the Australian lunch hour.

What followed was a series of 14 live activations (including 20 metre rock climbing, group self defence, giant art classes, as well as sushi making), which we knew would inspire people out of their office chairs at lunchtime.

The campaign was a runaway success.

Almost 20% of all city workers in Sydney and Melbourne attended an event.

620,000 Australians were inspired by the bite-size content.

In all, 12 million people (52% of Australians) were exposed to the campaign.

The events generated $1.4m+ in PR value alone.

In terms of brand love, the all-important NPS scores jumped an impressive 45%, with consideration scores up 11% - an all-time high for the brand.

By thinking experiences not advertising, we proved a bank really can help Aussies spend their life well, one lunch break at a time.