|Brand||STEVE WAUGH FOUNDATION|
|Product / Service||STEVE WAUGH FOUNDATION|
|Category||B01. Education & Awareness (incl. Fundraising and Advocacy)|
|Entrant||HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA|
|Idea Creation||HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA|
|PR||RED AGENCY Sydney, AUSTRALIA|
|Contributing||STEVE WAUGH FOUNDATION Sydney, AUSTRALIA|
|Tim Green||Havas Worldwide Australia||Executive Creative Director|
|Christina Wilmot||Havas Worldwide Australia||TV Producer|
|Adam Shutler||Havas Worldwide Australia||Digital Design Director|
|Clint Crothers||Havas Worldwide Australia||Senior Digital Designer|
|Chris Hulsman||Havas Worldwide Australia||Project Director|
|Daniel Fryer||Havas Worldwide Australia||Copywriter|
|Darren Cole||Havas Worldwide Australia||Head of Design|
|Justin Stafford||Havas Worldwide Australia||Lead Senior Digital Strategist|
|Emma Mumford||Havas Worldwide Australia||Account Manager|
|Robert Kantarovski||Havas Worldwide Australia||Senior Digital Producer|
|James Wright||Red Agency||Managing Director|
|Nick Day||Red Agency||Account Manager|
|James Kean||Red Agency||Account Executive|
|Stuart Turner||Havas Worldwide Australia||Executive Creative Director|
|Seamus Higgins||Havas Worldwide Australia||Executive Creative Director|
The idea was to extend the race out to more people than just those that could be there on the day. Because if more people could be involved then there would be greater awareness and ultimately more funding. So the virtual Peloton was created using virtual reality headsets that showed the ride in 360 video.
Partnering with national gym network, Fitness First, everyday spin classes were transformed into the Virtual Peloton using the virtual reality headsets, so that riders could have the full visual and physical experience. Riders experienced an 8 minute customized ride in VR, as part of their warm up and each class rode for different children along the way.
587 pieces of national coverage Approximately $10 million in earned media The Captains Ride has raised over $1million.
The target audience was all Australians above the age of 16. We aimed to get people involved who wanted to be a part of the ride but couldn't because of things like safety restrictions, date of ride, family commitments etc. With very little media budget we relied almost entirely on PR and social to get the campaign out to the public. The race ran for one week and all Australians could join the Captains Ride on the website.