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Reef Oil 30+ SPF Launch

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  • Reef Oil 30+ SPF Launch
    Social Digital Press Outdoor Stunt/Event
  • Aussies love Reef Oil for its evocative, coconut scent.

    But it was still seen as an old man’s tanning oil.

    To launch its new 30+ tanning lotion we needed to do something different. So we created
    a myth – a mysterious tropical cyclone that ravaged the coconuts plantations of the South Pacific.
    By happy coincidence they all came floating our way.

    After countless mock online and press news stories about the cyclone, the campaign climaxed with hundreds of real coconuts ‘washing up’ on Sydney’s most popular beaches. Each was stamped with a message announcing the arrival of Reef Oil 30+.
  • Wall posts breaking and updating the story of the cyclone and the coconuts were sent to Reef Oil's  30,000+ fans on Facebook.
  • Fake news head lines about the cyclone and the coconuts appeared in banners on major news portals and provided links through to event microsite with more details on the story.
  • Main microsite where details of the events surrounding the cyclone and approaching coconuts could be found. Site also contained key product information and later on information on where and when the events were happening.
  • The stories of those affected by the cyclone from farmers, to exporters to bartenders could all be read in detail, further enriching the story.
  • We created a photo gallery to help tell the story of the coconuts and those touched by their journey.
  • Mock news stories were placed in local papers of the two selected venues to build the legend of the coconuts and let people know something crazy was about to happen on the backdoor.
  • Further Facebook messages announced the location and time of the coconuts arrival.
  • Localised Bill posters let those who may not have seen other parts of the campaign know something was about to go down in their backyard.
  • The arrival of the coconuts to Australia's shores was simulated in two big events at Bondi Beach and Rainbow Bay. Hundreds of coconuts 'washed up' onto these beaches brandishing the message "Reef Oil 30+ in stores now".