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The Edge Safe House
Role
Campaign & Activation Manager
Date
June 2024, March 2025
Location
New Zealand
Execution Budget
$30,000 / £13,200 (Per Campaign)
Led the end-to-end delivery of two iterations of The Edge Safe House, a nationwide hunt to find our announcers in partnership with McDonald’s/McDelivery & Contact Energy.
Listeners across New Zealand raced to track down the hidden Safe House, using cryptic clues released on-air, online, and through exclusive partner channels. The first to knock on the door won $5,000, with another $5,000 awarded to the closest digital pin drop, enabling full national engagement.
Inside the Safe House, The Edge announcers were live-streamed for up to 14 hours a day via TikTok, working alongside the audience to unpack clues (whilst trying not to lose their minds!).
I managed the full campaign scope, including creative build, partner delivery, on-air content, and digital rollout — producing two standout activations that merged entertainment with interactivity.
