The Bucket
EF Ultimate Break
Ambassador Program Launch
Between attending lectures, cramming for finals, work, friends, relationships, and parties, they just don’t have time. And when they do have time…good luck, you have 3 seconds before the next swipe.
So, when EF Ultimate Break launched the new Campus Ambassador program, the only option was to do something that raised eyebrows.
Our objective was to stop the scroll on social by organizing an on-campus stunt that highlighted the Campus Ambassador program in a fun, shareable, what is she doing?! kind of way.
It’s almost impossible to capture the attention of college students.
We knew that traditional ads promoting the Campus Ambassador program wouldn’t hack it. Not with this audience.
So the strategy was simple: stop college students in their tracks on social media by stopping them in their tracks IRL. We would to go to campuses and interact with real college students to get the word out.
But how do we get them to look up from their phones on their walk through the quad? How do we get them to care that there’s a new way to earn bucket list-worthy trips for free?
Bucket list. Hm. Bucket. Bucket. Bucket… 💡
Enter the bucket. Yes, like a Home Depot bucket. Scrappy, organic, hilarious, and just interesting enough to capture attention while linking to our product in a seven-degrees-of-separation kind of way. So, we bought a bucket, painted it our brand color, strapped it to our Social Producer, and off she went.
