CHALLENGE: Baby boomers dominate the Australian housing market, making it nearly impossible for younger Aussies to own property. Koala decided to lend a helping hand by covering their rent and mortgages (so they could spend their money on the finer things in life like a piece of Koala furniture), but was determined to ensure boomers couldn’t get involved.
IDEA: To block them out, on the website to apply we implemented a custom security CAPTCHA system designed to pose a challenge to the golden generation. The Boomer Blocker was a first-of-its-kind digital verifier that incorporated youthful references and prompts to test applications on everything from planking to Brangelina, giving young Aussies a fighting chance at living life comfortably.
RESULTS: 57 earned media hits, 46 million audience reach. The competition reached 30,000 applications with 48% click through rate to Koala.com and 219,000 page views
