Masters: Pledge
Background:
How do you motivate Australia’s home-handy dreamers, half-doers, gunna’s and I’ll do it later DIYers to finish their current projects – as well as new ones?
Give them a deadline and ask them to make a pledge to finally finish it.
And to help, Masters gave them some extra motivation to do it the first 2,000 Aussies to make a pledge, received a $20 Masters Gift Card to encourage sales.
Social media + a responsive microsite made it easier for everyone to shoot, upload and share their projects whilst they were doing them. And they could ‘nudge’ fellow mates in the competition to complete their projects too.