Van of Addiction

The Challenge
We launched the local edition of The Daily Mail in Australia. First, we drummed up ad sales by taking the Van of Addiction brand experience to industry decision makers.

The van rolled up at media agencies and offered free guilty pleasures – hits of Messina ice cream, buckets of popcorn, hot coffee or mouth-watering cookies.
The Van of Addiction proved so popular that word quickly spread on social media.


Over 3,000 hits of addictive goodness were enjoyed in just 5 days, with media moguls lining up around the block to see what our van was offering. The launch got a huge response from the industry, and bookings were made almost immediately after the van rolled away.


• 3,000 happy trade members
reached in just 5 days
• 32% increase in brand awareness
within trade
• 136L of coffee served
• 15m tall stack of cookies eaten