entertainment

Experiential Marketing - Callaway vs Lamborghini

The Event

A filmed activation pitting the new Callaway Diablo Octane driver against Lamborghini in the ultimate test of superior speed over 300 metres. This experiential marketing stunt was designed to attract media attention to the launch of the new Diablo range of clubs. The connection between the two brands was their mutual use of an innovative lightweight carbon designed to enhance performance.

Objectives

Our objective was to create and film a live activation that would position Callaway as an aspirational brand alongside luxury brand Lamborghini and create media-worthy content around the launch of Diablo Octane.

Challenges

A key challenge with any media stunt is ensuring you capture the right footage and can turn around the content quickly to maximize exposure. In order to streamline this process we worked with a trusted professional team to be on standby to receive raw footage and package it into quality, media-grabbing content ready for broadcast. Working to tight timeframes it was crucial to have a strong understanding of desired outcomes from the client and to communicate this to our filming and editing teams. To ensure the content reached the networks for same day coverage, couriers with motorbikes were on standby to deliver the goods.

Successes

The activation ran seamlessly but the true success was measured by the extensive media coverage that followed with footage featured on same day national news across Channels 7, 9 and 10 and internationally on the US Golf Channel. The activation also received international coverage across numerous golf websites and print media and had 200,000 hits on YouTube.

Watch the video...

It started with a Peanut

Along the way, many people have asked us, why "Peanut" Productions... where did this name come from and what significance does it have to an events agency? 

Read it first hand from our Creative Director Michael below. 

So, what’s in a name? Every journey begins with a first step. Mine began some 20 years ago producing fashion parades, which led to an event producing career across Australia and the world, working with some of the biggest brands on the planet. That journey then led me some 15 years later, to establishing my own Event Company.

For some time I was stuck on a name for the venture. It needed to be something that captured the spirit of what we would become and what we would stand for. It had to be playful and creative but most importantly it had to mean something, stand for what and who we are.

Around the same time that I was searching for inspiration my sister had received the wonderful news that she was pregnant with her first child. This was probably the most exciting nine months of our family’s lives and this birth was to be the first for a new generation of our family. During the initial ultrasound the doctor showed Michelle her little baby to which her first reaction was, “Oh my God, it’s a little Peanut.”

From that moment on and until well after her birth that word stuck and Peanut became the nickname of our beautiful little Mia. That little Peanut is today, a boundless bundle of energy with tremendous potential. She epitomises everything that Peanut Productions represents.

An amazing opportunity to engage and excite.

A wonderful celebration of life!
— Michael Mostrodimos

Well there you have it... from the birth of a little peanut sparked the birth of the events agency we have today. 

Event Planning - Creating your own venue

When you’re in the business of creating unique event experiences, sometimes you have to pull out the big guns and start from scratch. Sometimes, what’s out there just doesn’t fit the bill. We had an experience like this for a large multi-national client. Being no stranger to regular events, the client felt it was time for something quite different, something quite playful, unusual and bespoke for their annual national internal rev up.

The Problem

Our audiences for each event to be held around the country would number from 300 people in the smaller cities to over 1500 once we hit the east coast. Somehow one size had to fit all!

Catering was also another consideration to be turned on its head. It was felt conventional catering didn’t quite sit right for this client’s diverse demographic. No more canapés, no more bite sized petit items for this national team.

“So Peanut, what’s your recommendation?” Following some initial head scratching that light-bulb moment started to flicker and the all those years of hard event planning started to pay off.

The Solution

We decided to hire a massive contemporary circus tent that could be quite easily scaled up or scaled down in size with the addition or removal of some of its structural supporting poles. First we had to approach inner city councils around Australia and ensure the correct infrastructure was available to house our venue. Then we hired a team to not only build a giant tent, but also mark out massive areas of public land and check for pipes and irrigation… everything had to be perfect, compliant and safe! Finally, multiple generators were brought in to power such a massive audio visual and lighting extravaganza (gotta make that power point presentation sing!), toilets, heating and in some cities air conditioning, furniture and fridges (to name but a few of the key items). This was not a simple task.

Catering

With catering, we tried to make this fun, interactive and engaging. Having such a large canvass to work with and with not being tied into a venue’s catering restrictions, we brought in a number of food vans into the tent and guests were able to roam from van to van enjoying scrumptious offerings from tacos to sliders to gourmet burgers to choc covered snow cones.

Overall, an amazing and unique experience for all, us included!

Sometimes, we just need to step outside the box and when we do the magic just starts to happen!

The Power of Great Video Production

When it comes to marketing, there is a lot of talk around content creation and how it drives and generates results… So, why not turn your next event into a key part of your social media campaign?

 

Do you know how much video production content you can create from an event?

 

We’ve built our business on unique and exciting content for events and brands. Strong, emotive content can help tell your brand’s story. In a live event environment these messages can become larger than life and help give that ‘hairs standing on end’ sensation that creates real and genuine engagement. Content at your event and the overall event experience can be repackaged and reutilised well beyond the event. 

Take a look at this video, we produced it and played it on a 20 metre long screen to launch ‘The Power of 100’, a book created by Westpac coinciding with the 100 year celebration of International Women’s Day.