BRIEF:

Kakadu is one of those places most Aussies would love to visit,

but because it’s on their doorstep they put it off and opt for a foreign holiday instead. The brief was to up Kakadu as a destination and ultimately sell more small group tours for our client, Inspiring Journeys.

SOLUTION:

Our solution was The Kakadu Cab - an unmarked Sydney taxi offering anyone who got in two choices: either be driven to their destination just like a normal cab, or get whisked off on a 3-day tour of Kakadu, courtesy of Inspiring Journeys.

But there was a catch - they had to leave immediately.

From the outside the cab was just like any other, but inside it featured a video explaining the situation, as well as a wraparound skin of a beautiful Kakadu sunset, and a driver (in Kakadu Cab uniform) to answer any questions. And just to keep everyone happy, those who turned down the chance to go still got a free cab ride.

The whole experience was filmed, with the footage broadcast online which showed the tours in a new light and reminded the rest of Australia that the holiday of a lifetime is closer than they think.

With a total budget of just AU$100k the campaign has earned a total of $1.1million worth of media impressions, trending on Youtube at #1 (in category) and #3 (overall) during launch phase. It also earned 40% more fans on Facebook than the brand itself. All of which resulted in a 400% increase in tour inquiries to date, and a 70% increase in tour sales on the same period last year.