Public City launches KingGee WorkBoardies
True to the values of KingGee and Public City, a quirky campaign was developed to boost category interest and product awareness - fast. A study of white and blue collar workers was conducted, to identify the difference in their summer lifestyle and beach behaviour. The results were released to mass media. Shortly after, media were sent a full size KingGee surfboard with a customised graphic, one side had a "tradies workbench", the other a silhouette of a woman in a bikini. This was coupled with a metal toolbox containing the media collateral and WorkBoardies. The campaign visually communicated the product's value proposition and the quirky nature of the written collateral inspired journalists to have fun with an overall story on Australian work culture with WorkBoardies as a hook. As media and audience interest increased, giveaway opportunities grew organically, and were leveraged to increase media engagement with their public and the brand. The result was interesting coverage across radio, tabloid newspapers and men's lifestyle magazines. The campaign successfully increased the awareness of the product and its usefulness to trade's people, inspiring the target market to purchase. The product sold out in the first two weeks. Whilst Public City would love to claim full credit, it's true to say that a great product usually sells well! The role of PR is to make sure the right people know about it at the right time and ensure they're given content they can work with to create stories people care to read. Understanding the news cycle is equally important, as is how to accommodate individual media angles that work for their unique audiences. Download the media release here |
Iconic workwear brand,