GroupM media agency Wavemaker has forged a partnership for toilet cleaning brand Bref as the official toilet cleaning products partner of City2Surf 2024.
In the lead-up to the event, Bref will offer advice to runners via native content with Broadsheet, highlighting how preparation is key to 'Making Runs Fun', and will distribute samples to participants collecting their runner bibs at City2Surf’s 3-day expo.
On the day, influencers will participate in the race to capture all the Bref action and generate buzz, spark conversations, and position Bref as the go-to solution for a cleaner, fresher life.
Wavemaker has partnered with brand experience agency Maverick to bring to life a memorable and shareable experience for City2Surf participants, inviting them to commemorate their achievement (and catch their breath) at the Bref 'Poo-dium' – a photo op so epic, it’ll make their followers flush with envy.
And because Bref knows the struggle is real after 14km, it’s laying on the luxury.
Exhausted runners can skip the post-race trudge and ‘take a Bref’, hitching a ride on a Bref Trike – a custom built three-wheeler complete with driver and toilet shaped seats – whisking them through the baggage area in clean, refreshing comfort.
Bref brand manager Hoa Nguyen said partnering with an iconic event such as City2surf helps Bref get closer to its ambition, which is to clean every toilet in Australia with its best-designed products.
"This deceivingly irrelevant choice actually aligns with the brand strategy to stay relevant and engaging to Australian consumers, which is tricky for a stable product," Nguyen said.
"Ultimately, it is our pleasure to add the fun and smile to all runners on Sunday, August 11.”
Wavemaker director of content and partnerships Jayden Harris said the agency is thrilled to bring together two fresh and dynamic brands.
"It proves the power of creative thinking and connecting with consumers in engaging ways. It’s unexpected, it’s fun, it’s pure Bref, and it’s guaranteed to get people talking," Harris said.
Maverick director Todd Marks said this brief pushed all the right buttons for Maverick.
"An opportunity to unclench our imaginations for a playful brand and make a splash at this iconic event," Marks said.
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