Our brief was to create a unique way to have people talking about the Stage 12 Land Release at Brunslea Park, Wagga Wagga.
We decided that a choreographed “pop-up house and land package” in a crowded shopping mall may do the trick.
Over 100 hours went into co-ordinating and choreographing this publicity stunt – a first for adamdrummond.com.au.
We had a professional designer design the house so that actors could easily clip it all together quickly. Hotondo Homes volunteered their time to construct the house from the plans.
A sign writer created the banners which we used as walls and roof for the mini-house and a local fencer provided us with fake turf and fencing to create the yard.
Seven actors were directed by feature film writer and producer Peter Cox, also known for his many stage plays as Director, and a full length song with lyrics written by Creative Director of adamdrummond.com.au Adam Drummond was composed by local musician Dale Allison performed by Hayley Potts and Meredith Olsen, which played live during the stunt.
Our plan was to surprise shoppers with a flash mob style building of a house and land package – and that’s exactly what happened.
Our camera operators caught all sorts of expressions from shoppers as they turned to see what all the fuss was about and did a great job editing the footage together. With the video roll out we created links internally from each video:
Video 1 depicts the mob stunt occurring from various angles and links to Video 2 which is a 1 minute time lapse video of everything unfolding and that links to Video 3 which is a making-of style documentary.
Our clients are hopeful that by creating such a positive buzz about a unique way to advertise, people will then find out all about the subdivision and join them for a great Family Day out for the release.