Results and Effectiveness

14+ minutes of national TV coverage $1.3m in earned media value International media coverage No.1 YouTube ‘most watched video of the week’ in the Entertainment category No.2 overall. 17 YouTube honours. Over 650k views. The AAMTI series launched to great success. In the first 3 weeks viewers spent an average 14 minutes on the YouTube channel campaign average (7 weeks) was 8.5 mins Greatest week of sales in the brand’s history

Creative Execution

We got a 1400cc motorcycle engine and added it to a couch. Then, on Monday 26th September at Camden Airport, NSW, we set about attempting to break the world record and demonstrate the sheer awesomeness of a motorised couch. The event resulted in three videos that were sent out to media as well as seeded on social media sites and the Ice Break Facebook page an hour after the event. Not only was the attempt successful – we clocked over 100 miles an hour achieving the Guinness World Record for the Fastest Motorised Couch - it was both a hit with the media, and a YouTube sensation.

Insights, Strategy and the Idea

Ice Break is a popular Australian Iced Coffee drunk by 18-29 year old males. But after a decade of archaic and predictable communications activity - including running the same TVC for 10 years – it was losing relevance with its target audience. We knew that to ordinary Australian blokes Ice Break is more than an Iced coffee; it’s a motor to get them through the day. So we turned a product benefit into an online series. ‘Add A Motor To It’ (AAMTI) featured ordinary Australians who have added motors to extraordinary things. But with little money to drive people to our customised YouTube channel, we had to find an interesting way to launch the show. We decided to add a motor to a couch, and create the fastest couch in the world.