Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
The Edge Most Wanted
Project type
Campaign & Activation Management
Date
March, 2023
Location
New Zealand
Execution Budget
$40,000 / £17,600
Spearheaded the nationwide rollout of The Edge Most Wanted with Dosh — a high-stakes, listener-driven promotion designed to boost regional engagement and highlight real-world usage of fintech brand Dosh’s new physical Visa card.
Four teams of listeners were sent on the run across New Zealand, each carrying $10,000 in their Dosh wallet. With their faces plastered across the country, audiences hunted them down in real time using daily location drops, Dosh card transaction reveals, radio clues, and social updates. If listeners found the teams, they would steal their share of the $40,000 prize pool off the contestants.
I led the full campaign execution, managing partner integration, travel and relocation logistics and daily content across on-air and digital platforms to deliver one of the most dynamic and interactive promotions in the market.
