There’s only One Direction…make that #1D



It’s not uncommon for an “NDA” (non-disclosure agreement) to come in to Thrive. We get them quite often, and at our internal weekly team WIPs, we sit there tight lipped buzzing with the hottest news we can’t even tell our teammates! It’s secret squirrel stuff and it’s what PR dreams are made of…well, make that what front page news and TV breakfast shows are typically made of 😉


Thrive HQ was buzzing when we were told that Coles was partnering with one of the hottest bands in the world… One Direction. The first question was most definitely; do we get to meet Harry? The second question, how many of us can work on this one?


Earlier this month a competition launched, where Coles shoppers have the chance to win tickets to an exclusive Coles 1D gig. It’s super easy to enter – we just needed everyone in the country to know about it.


To tease some of our favourite media friendlies who would help to spread the word, we mapped out a series of clues and messages that culminated in some delicious cupcakes with the big question: Guess the new boy band at Coles? AdNews, June 3 2013


Then the sugar frenzy began… radio jocks started touting One Direction as the next ‘Down Down’ cover boys. Media outlets speculated that Status Quo had been sidelined for One Direction. Media started tweeting, influencers online started cheering…and the race was on to find out exactly what was going on

And then all was revealed as Coles ads started to play out across the country.

A very special message from the One Direction Boys


And we watched as millions of One Direction fans from across the world started sharing the news. Mums, dads, tweens, teens and 1D fans across the country then kicked into gear entering the competition and increasing their chances to be front and centre, come October when the boys arrive.


And so now, the race is on. We’ll promise to wave from backstage…. That’s if we’re lucky enough!


Find out more here – Mumbrella, June 4 2013 B&T, June 3 2013





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