Australia’s Most Hungover Day

Go People

PR Asia Awards 2018:
– Winner (Gold): Media Relations
– Winner (Silver): Best B2B Campaign
– Winner (Silver): ANZ Campaign of the Year

Australia’s Most Hungover Day – Go People

Fully integrated campaign.

With Christmas the busiest time of year for deliveries, crowdsourced courier, Go People required a proactive campaign that leveraged the festive season and drove brand awareness, whilst showcasing the brand’s delivery capabilities.

In the true spirit of the silly season, we identified one thing businesses have in common in December – the workplace hangover! Christmas parties are always top of mind, but little thought goes into the cost and impact of the Christmas party hangover on businesses.

Introducing Australia’s Most Hungover Work Day!

We conducted research which identified the majority of Christmas parties were taking place on 14th December, making the 15th December, the most hungover work day.

Using this as a hook, we created over 300 branded hangover-kits to be distributed to businesses across Australia for free. The kits could be ordered that morning and delivered in a matter of hours – demonstrating how a speedy courier can help businesses avoid a headache.

We developed an integrated campaign that leveraged PR, radio advertising, experiential, social media marketing and video production. Our three-pronged approach allowed us to take media and workplaces around Australia by storm, driving mass interest in our rescue remedies.

And, with all orders being placed via the Go People website, we were able to cross sell and educate prospects about the firm’s wider capabilities.

The Results

By joining a highly talked about conversation during the Christmas period, we were able to cut through the media noise.

• 31 tier one media hits across TV, radio, metro and online titles
• Hangover kits in each state were sold out in record time
• 500+ registrations and new leads captured
• Across the campaign period, Go People’s website experienced a 259% uplift in users, 233% increase in pageviews, with an 18% bounce rate drop
• 2,584 of the website sessions were traffic directly from media articles.
• 72% YoY delivery increase in the final weeks of December