Flight Club approached us to launch their innovative darts concept in Sydney, and our response was an enthusiastic 'YES PLEASE.' Not only do we love darts, but with team members from the UK (where Flight Club originated), we were already fans as customers. Flight Club reimagines the classic pub game into something innovative, collaborative, and unique. Our mission was clear: to create anticipation, intrigue, and a sense of exclusivity around this new venue.

Our strategy was straightforward: since Flight Club reimagines darts in culture, we wanted to reimagine culture with darts. We turned Sydney into a 'dart gallery,' exhibiting artwork from the old masters—except with darts integrated into them. We created 30 bespoke designs for an irreverent, surprising, and eye-catching campaign displayed on bus shelters and street furniture across Sydney’s CBD. We secured space on 80 boards for one week, sharing 30% of the time, and allocated media spend to buy 10 boards with 100% of the time for the entire week. This media buying strategy was crucial. We aimed to build familiarity with Flight Club, ensuring that people across Sydney’s CBD would see at least one image, increasing the likelihood they would recognize and engage with other ads.

QR codes can be divisive, but we decided to include them in our designs to encourage engagement and provide measurable metrics. And they worked. They really worked. In one week, 195 people scanned the QR code. There was a 706% increase in organic search and a 2296% increase in direct traffic. We observed an 85% increase in organic search traffic, a 173% increase in direct traffic, and a 50% increase in referrals.

And you should go, it’s a lot of fun.