The Big Zipper


PR Week Asia Awards 2018:
– Gold: Best CSR Campaign

AMP Foundation’s Big Zipper

PR & Media Strategy

It’s not everyday you have the opportunity to zip line between two buildings in the heart of Sydney’s CBD.

But to mark its 25th anniversary, the AMP Foundation used its iconic skyscrapers to create an Australian first building-to-building charity zipline with picturesque city views.

The Big Zipper

Leveraging their two iconic towers, the AMP Foundation gave Aussies the ultimate adrenaline-fuelled money-can’t-buy experience.

In order to ride the zipline through the heart of Sydney, the public would have to raise a minimum of $5,000, so publicity was essential.

Working in collaboration with AMP’s in-house team, CampaignLab helped bring the campaign to life through an extensive media and influencer relations program. Key media such as Buzzfeed, Network 10 and Sydney Morning Herald were invited to participate, along with leading influencers from across Australia. Each were given personalised videos to promote across their social media channels, driving engagement and reach.

To ensure the key messages of the Foundation and its 25 years of giving penetrated the conversation, we secured real-life case studies from fundraising participants, sharing their inspiring stories.

A fully integrated communications plan was executed, leveraging PR, video production, social, digital marketing, charity partnerships and more.

The Results

The campaign was a huge success, building brand awareness, cementing the AMP Foundations reputation for giving and raising in excess of $1 million for their charity partners:

• 200 + pieces of press coverage across TV, radio and print publications, with 22 influential journalists attending
• The appeal of the event allowed AMP to engage traditionally hard-to-reach audiences, such as younger Australians, through outlets like Buzzfeed and KISS FM
• A total reach of 4,000,000+ Australians, including third-party social media posts which reached over 2,000,000 people.
• The hashtag #AMPBigZipper was used over 600 times, trending throughout the weekend
• Charity partners, including many start-up nonprofits, reported unprecedented awareness and engagement with stakeholders