flyingbach

Issue:

Red Bull was bringing RedBull Flying Bach, the ultimate clash of cultures, to Australia for the first time. Red Bull Flying Bach fuses the world renowned  breakdance crew, Flying Steps and their unrestricted and explosive dance style with the elegant music of visionary 18th century composer, Johann Sebastian Bach.

Mango was briefed to develop a PR strategy that would drive ticket sales ahead of the shows in Sydney and Melbourne, and build brand credibility for Red Bull.

Idea:

Mango developed a targeted media relations campaign, which leveraged the talent of Red Bull Flying Bach to create a range of media opportunities and build hype amongst music and dance industry influencers and the public.

To generate content for media, long before the talent was in town, we took News Ltd and Sunrise to Switzerland to give them a sneak peak of the Red Bull Flying Bach production and preview their performance to coincide with the tickets going on sale.

In the lead up to the event, Mango targeted listings features in Sydney and Melbourne’s go-to event guides for arts & entertainment. In-depth interviews were also arranged with talent from the group, to secure in depth features in high-end lifestyle, arts and culture outlets.

Once the group arrived on Australian shores, breakdance masterclasses were hosted in Sydney and Melbourne, inviting bloggers to breakdance with some of the world’s best.

As shows commenced, key review media filled the front row to review the event and generate further in depth features.

Impact:

  • Tickets sold-out in Sydney and Melbourne
  • 132 pieces of coverage
  • Reach of over 34 million
  • TV coverage on Today Show, Sunrise, The Morning Show and Channel 9 News
  • Extensive review coverage appeared, including page three of The Sydney Morning Herald and The Age
  • Further coverage highlights included The(sydney)magazine, FBi Radio, The Age, The Herald Sun, mX, Time Out, Men’s Health, Concrete Playground and BBC Worldwide