While working at Shine in Auckland, New Zealand, I spearheaded the online and offline mechanic for a treasure hunt that incorporated social media, video seeding, television, radio and traditional digital channels. 

 

The four-wheel drive utility category is competitive and dominated by a number of long-established and iconic brands. Isuzu had ambitions to break into this category with a great product – the D-Max Ute – but with a budget that didn’t allow for traditional mass market media.

 

With this in mind we formulated a strategy that utilised an iconic huntsman and advocate of the D-Max truck. Using a timely execution, were able to dramatically raise brand awareness and engagement with the brands flagship site. The campaign is now into it's 4th successful year and is becoming a household name.