Rox is a high energy drink and a new product in Nothern Ireland and the Republic of Ireland market...

FireIMC was tasked with coming up with a campaign which would engender excitment within the core market (15-35 age group) and create a 'big splash'. This FMCG product needed a totally integrated campaign and so the idea of using 'live' advertisments through PR events and media with a support campaign of bar posters, drip mats and other tactical media was to be used. 5 models were sourced-all 6ft tall to travel throughout Ireland and the strap line '30ft of cool Austrian Fun' was born...