FIND AIR MOFO

No headliner, no worries.

Mona Foma is a summer festival in Australia. Without a headliner to drive awareness and consideration, we had to pull the promotional lever. So... we launched an airline, Air Mofo, and announced we'd give all the seats to one lucky bastard.

Entry was simple: we hid Air Mofo on a google map of Tassie, and the first person to find it won it. We used our festival channels to scatter clues. Over 100,000 Australians entered, spending 1.5 million minutes on the MOFO website searching for clues and the plane. None found it faster than Tim, a Pentecostal priest from Wollongong, who filled the plane's 150 seats with his congregation. We made them all wear ‘I’m sleeping with Tim’ t-shirts.

Air Mofo generated $10million in earned media, The Today Show (like yours, but with a different accent) spent 20 minutes covering the plane's arrival at the festival, and of course there wasn’t a single ticket left.

Tourism Tasmnia was very happy with us, as was David Walsh, the owner of the festival and the infamous museum MONA.

I worked at MONA as a creative copywriter. MONA is one of the largest adult playgrounds and museums in South East Asia and kind of a big deal.