‘Overwhelmed’ Bonds takes down Birthday Project site to catch up on moderation

Bonds We're OverhwelmedPacific Brands has temporarily disabled its We Are Bonds website after being overhelmed by the response to The Birthday Project.

The site launched on Tuesday with a huge PR push inviting the public to claim their date of birth in a project designed to remind consumers of Bond’s long term relationship with all types of Australians.

The project generated heavy media coverage including TV, newspapers and online. For the first 24 hours or so the website struggled to cope, and even after server capacity was increased, the human team of ten or so moderators struggled to stay on top of the uploaded images.

In an announcement on the site today, Bonds told consumers:


“Our search has gone wild to find one Aussie born on each day since Bonds began.

“Since The Birthday Project went live on Tuesday morning, we’ve had more than 50,000 Aussies upload their photos. That’s more than one photo every 3.8 seconds and our moderators are working tirelessly to get through them all.

“We’ve boosted our team to clear the backlog so your entry can get through faster and you can become one of the many faces of Bonds.

“There will still be some dates available with free tees when we go live again in the next day or so, but most likely in the earlier dates, so give your granny or pop or mum or dad a call to let them know!”

A spokesman for Bonds told Mumbrella that the brand was reviewing the next stage of its advertising campaign as the initial call to action was no longer needed. The next phase of the campaign will see the brand start making use of the images and comments uploaded. This may now kick in earlier. The spokesman told Mumbrella: “They exceeded our expectations in both quantity and quality.”

The campaign idea came from Clemenger BBDO Melbourne which was also responsible for the digital execution. The PR campaign was run by Baker brand with Mediacom Melbourne handling media.


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