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Starcom fixes upside down billboards for Dare

Announcement posted by Access Public Relations 28 May 2013

Starcom and Dare Iced Coffee plan to stop traffic around the country with a playful outdoor tactic inspired by the creative idea from AJF Partnership, “When your place is all over the head, a Dare fix'll fix it”.

“The installers at oOh! Media will be posting our large-format billboards upside down for the first week,” Starcom Melbourne General Manager, Peter Toone, said.

“In week two, the installers will realise that their ‘place was all over the head’, and set about turning the skins the right way around during peak hour traffic,” Toone said.

Images of the re-installation will be released to the Dare Facebook community as Dare “apologises” for the mistake - the installers’ heads were all over the place. https://www.facebook.com/dareicedcoffee?fref=ts

Dare Iced Coffee Brand Manager Mary Stafford said, “Everyone can relate to those moments where you’re just not thinking straight – this kind of creative execution brings to life this occasion on a large scale. It is exactly the way we want to engage people with a meaningful and fun experience of the Dare brand…After all, a Dare fix’ll fit it”.

The out-of-home component is part of a wider campaign running until September. The billboards will run in Melbourne, Brisbane, Sydney and Perth.



Credits
Client: Dare Iced Coffee
Stephen Smith - Brand Director, Drinks
Todd Gordon - Marketing Manager, Dairy Beverages
Mary Stafford - Brand Manager, Dare Iced Coffee

Media Agency: Starcom
Penny Shell - Business Director
Jessica Bell - Client Business Manager
Stephanie Davis - Client Business Executive

Creative Agency: AJF Partnership
Creative Director – Josh Stephens


Ends


About StarcomMediaVest Group
Starcom MediaVest Group (SMG) is a leading global media communications agency with offices in 67 countries and is part of the Publicis Groupe. In Australia, SMG has five offices, billings of more than $700 million and is the most awarded full service agency. SMG offers its clients creative thinking and solutions, where humanity meets marketing science. It has a depth of fully integrated, specialist talent in investment, business management, digital, strategy planning, econometrics, research and search. SMG is a member of negotiating group VivaKi Exchange. www.smvgroup.com