XXXX gives 4WDers the chance to winch big prizes from the ground
Lion Australia’s XXXX has launched a new summer competition giving Australians a shot at winching high-value prizes out of the ground using their 4WDs.
The Winch to Win campaign was brought to life by creative agency Thinkerbell, with media from UM and digital from Affinity.
The work dials in to the growing popularity of 4WD vehicles, giving drivers the chance to compete for prizes like a jet ski, camping trailer and a safe containing $10,000 in cash.
Tom Wenborn, chief creative officer at Thinkerbell said, “As the beer brand that believes the good life takes effort, we couldn’t just let people enter a barcode or scratch to win a competition, we needed to make sure punters got out there and put some effort in to win”.
Australians can enter the competition by uploading a video or photo of their 4WD to the XXXX website, with 500 $50 fuel vouchers up for grabs.
The competition will culminate with three finalists competing in a 4WD challenge on Tuesday 19 February, where they will attempt to winch out the top prizes on offer.
The campaign is live nationally across BVOD YouTube, radio, outdoor and social.
Credits
Credits Client: Lion Australia (XXXX)
Creative & Earned: Thinkerbell
Media: UM
Digital: Affinity
Production: Bastion Agency
Event production: Bastion
Production Partner – The Producers
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