It can be difficult to grow a brand that is already seven times bigger than its closest competitor, but that was the brief for Naked, Ogilvy, and Ikon's work with Powerade in New Zealand. The Powerade Challenge was an interactive, technology-enhanced outdoor fitness course with benchmark scores from members of the All Blacks rugby union side. One in 10 people within the core target group signed up to be part of the challenge.

To connect with its customers via technology advances, the classic Coca-Cola "Under the Crown" instant-win promotion was reinvented to allow consumers to capture and reveal it from their TV screens with their mobile phones. The game has been played over five million times and generating daily traffic of up to 400,000, in three weeks.

To encourage the participation of the generation Y on the census, Australian Bureau of Statistics wanted to make the census feel relevant to this group.  It helped the people to understand the census is the vehicle for them to make a difference that will shape the future and more desirable to complete.