Award-winning creative agency, Crave Global, is once again making a splash with its out-of-the-box approach to capturing public attention.
The recent campaign for The PoolHouse aims to own pool culture across Aotearoa, and features radio broadcaster Sam Wallace, who has long dreamed of having his own pool.
When Wallace shared this dream with the team at The PoolHouse (a seller and installer of superior fibreglass pools), they decided he must earn the pool by doing three stunts – one to unlock each phase of The PoolHouse Installation process.
It kicked off with Wallace strapped to a Lumo’s Kingsland billboard for three hours during peak Auckland traffic with one goal: to sell a pool. Clad in orange speedos, his release was at the mercy of the public.
Once Wallace was up on the billboard, the team used that attention to launch the second phase of the campaign: the opportunity for the public to win a pool. This has seen over 8000 entries, and 45,000 engagements to date.
Then, inspired by the audience engagement, later this month, dressed in his eye-watering orange PoolHouse swimwear, Wallace will row out to Rangitoto Island on an inflatable boat to raise funds for a charity chosen by New Zealand.
The PoolHouse Managing Director and owner, Chris Connors explains, “Following on from our successful brand launch last year, we wanted to create work that continued to push the boundaries of conventional pool category advertising, be disruptive and squarely align The PoolHouse with pool culture in New Zealand.”
“We wanted there to be something in it for the public as well as showcase our simple pool install process to demystify any thoughts that getting a pool installed could be difficult.”
Crave Global Managing Director, Daniel Hopkirk says “Our core aim for the brand is to create a community around The PoolHouse and continue to build a movement around pool culture for this thriving brand. It’s fantastic to see a brand that wants to push the boundaries of how you can get an unfair share of attention, whilst still delivering key product messages interestingly and in a fresh way.
“Sam Wallace was the perfect partner for this work, as he has an outgoing personality, has a highly engaged following and is up for a challenge. We liked the flexibility to tap into an omni channel approach through Sam’s socials, The PoolHouse social media, radio partnership, and outdoor.”
The billboard unlocked the design phase of his pool installation. The Rangitoto row will unlock the consent phase followed by the installation phase later this year. The third stunt is yet to be revealed once the public have their say.
The message on the PoolHouse Instagram page encourages the public to come up with “wild pool-related challenges” for Wallace.
Think big: Is he hosting the biggest water balloon fight in NZ? Could he show up at Parliament in bright orange speedos? Or should he go head-to-head with Richie McCaw in a game of pool rugby? We can’t wait to see the creative genius the country comes up with.
The 12-month long campaign evolves and is a fresh way of utilising brand ambassadors to create mutual value for the business and the ambassador.
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