The challenge
Create an edgy brand ad to counter perceptions that Malvern Star cycles was an ageing and somewhat dated property. Do this on a severely restricted budget.
The insight
Malvern Star is iconically Australian. The brand needs to express its essential Australian character in a contemporary and engaging way by demonstrating cheeky Aussie larrikin qualities.
The solution
Conceive and create one of Australia’s first viral video clips (TV commercial length) that is both relevant and provocative to make sure it is repeatedly visited and distributed online. Use nudity to generate this buzz. Tie it into the Malvern Star positioning of ‘great bike downunder’. This clip was soft-launched and seeded online for free using a range of online and digital communication outlets.
The result
The clip was shot for an under-budget figure and disseminated virally across Australia and
internationally.
As a PR tool, the ad was screened on Channel 7 Sunrise, SBS and the top-rating Channel 9 Footy Show.
