Drag Race ‘Em

Posted by IAB Australia On January 15, 2013 Research & Resources



December 2012 – January 2013 second runner up: Drag Race ‘Em
Client: Ice Break
Creative Agency: The Monkeys
Industry: FMCG

Campaign Information
The Monkeys took Ice Break’s slogan as the iced coffee that ‘Adds a Motor to Your Day’ and used it in a literal way: motors were added to two billboards and then drag raced to see which would be the ultimate victor.

The winning billboard was then used to launch a campaign which premiered on Facebook and the question was put to Ice Break’s fans as to ‘what else needs deciding?’ with these dilemmas also decided by drag races.

The campaign created 25% more fans, elicited a 1944% increase in the number of people talking about Ice Break and with thousands of ideas for customisations submitted, became the most successful Ice Break promotion ever.



IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.