The purpose of this campaign was to demonstrate Oxyride's battery power in a new way, attracting media attention to reach a far broader audience than would have been possible through conventional advertising. We aired a four-month TV series, inviting viewers to watch the project take shape. And we built a website, encouraging people to communicate directly with the project team members. The project caught lots of attention, including that of the press. It became so famous that powerful media such as Time Magazine and the BBC website picked it up. The media exposure we achieved through news and publicity is estimated to be worth over $4million; brand recognition jumped by 30 per cent and audience reach soared.
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