Social

Gold Coast – Commonwealth Games

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Challenge

Develop a creative, integrated launch to announce the 2018 Commonwealth Games mascot, Borobi. With the purpose to build excitement and drive the volunteer program, ticket sales and participation in the upcoming event.

Idea

To drive awareness, we developed a narrative for Borobi that had him touring the East Coast of Australia in a campaign that was also shareable on social.

Execution

In line with Borobi’s promotional journey, Touch shot two videos that documented Borobi meeting friends in iconic sports locations across Sydney and Melbourne. A media call was held in each location to launch the mascot and Touch documented the activity with a gallery of still photography (which was also used for outreach). Borobi also featured on Sunrise, photobombing the live studio, and met up with several Olympian influencers including the Opals, Nicole Livingstone and Melinda Gainsford-Taylor.
Results

Snapshots of the journey were posted on social in real-time, generating buzz on the days, and the videos following Borobi’s adventure were created to be shared across all media and through internal networks.