At the peak of COVID-19 in Australia, BCF identified backyard camping as a rising consumer behaviour. People were replacing the traditional Aussie Easter camping trip, with setting up in the backyard to reclaim a sense of fun, freedom and holidays whilst they couldn’t travel as usual due to the global pandemic.
The strategy behind Australia’s Biggest Backyard Campout was for BCF to own the connection between backyard camping by making this a brand ‘tent-pole’ moment. Within 24 hours of the strategy being presented, BCF was ready to anchor all efforts and kick off in market immediately.
We focused activity on driving a call-to-action on one key date that sought to galvanise participation on Easter Saturday April 11, 2020. Through re-purposed pre-existing imagery and content, BCF drove scale and scope of the event across all channels.
The results were outstanding, with over 4,000 entries to #bcfbackyard. The campaign secured PR coverage across the TODAY show, Weekend Sunrise and Channel 7 News Nationally.