Spectrum was responsible for the Australian launch of telecommunications company, Dingo Blue.

The campaign centred on a themed promotional campaign to build a market and brand presence. The teaser was a solid chocolate dog bone and a Dingo Blue style business card with the company's logo and the slogan 'the Dingo is coming'.

The chocolate bone was sent to all key media influencers prior to each state launch, generating interest and speculation. The bone idea was simple but effective and was instrumental in securing media interviews at the official launch.

Spectrum also organised several train stations to be decorated with prominent dingo branding and promotional material was distributed to commuters.

Three thousand new subscribers signed up to Dingo Blue as a result of the media launch event - a result that greatly exceeded Dingo Blue expectations. The event also generated a huge amount of media coverage. These results can only be attributed to the public relations activities because at that stage, no advertising or direct mail activities had started.