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The Edge 50K Flatmate with Dosh
Role
Campaign & Activation Manager, Executive Producer
Date
June, 2022
Execution Budget
$50,000 / £22,000
Location
Auckland, New Zealand
Led the end-to-end execution of MediaWorks' largest-ever listener experience promotion, The Edge $50K Flatmate with Dosh, a seven-week integrated brand partnership between The Edge and New Zealand’s first digital wallet.
Ten contestants moved into the $50K Flatmate house to compete for the Dosh against listeners through a series of challenges and eliminations. For every challenge they lost, we gave away their money to callers on 0800 THE EDGE!
Across two weeks, their every move was captured on an 8-camera, 24/7 interactive live stream at theedge.co.nz.
The campaign combined radio, web, social, outdoor, and experiential to build awareness and trust in a new FinTech product - driving a 200% increase in app downloads and making Dosh the #1 finance app in the NZ App Store.
I managed all aspects of this project, including campaign rollout, contestant casting, on-air and livestream delivery, content direction, and physical house activation.
Finalist in the New Zealand Radio Awards for Best Client Promotion/Activation.
