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Challenge

Princes Quay wished to develop a ‘Student Welcome’ campaign to run for 7 days, in order to welcome new students to the city, whilst also highlighting offers, savings, discounts, and student saving schemes available at the shopping centre. The campaign was to end with a lively and interactive weekend event, which is where Drunk Animal came in!

Approach

We put our thinking caps on and came up with the most stereotypical student tropes and began planning on how to piece them all together… with a themed mini golf course of course!

The 9 hole adventure would allow students to compete in groups of four and putt their way through fast-food, hangovers, notebooks and dating apps. We were delighted to bring another great activity to life on the bottom deck of Princes Quay, and it was everything you would expect from Drunk Animal. Our team put together the most insane street-style mini golf course, complete with bar and photo-ops, so students can play a round and get a round in on the way. We thought it was the perfect way to kick off the new academic year with a bang; golf with a twist.

Value

Princes Quay saw an increase in online activity (Facebook reach increased by 16%, Website page views rose by 30% and the Instagram story was viewed over 23,000 times!) and had over 250 new student save card sign-ups.

Twitter impressions
32,700
Instagram story views
23,067
Instagram impressions
34,346
Facebook reach
36,476
Website users
3,059
Website page views
9335
Website sessions
3681
New student card signups
273