ABOUT

Business Challenge:
Turn a sales promotion stunt into an epic event

The issue:
To drive daily newspaper sales, the Daily Mirror partnered with the Star Trek film ‘Into Darkness’ to offer readers a once-in-a-lifetime chance to venture into space. Our challenge was to find a communications idea as epic as the experience itself.

Activation idea:
Are you brave enough?
To give readers a taste of what a trip into space would feel like, we engaged the services of former world-record holding Space Balloonist, Steve Randall. On the 5th May 2013, the newspaper boldly went where no newspaper has gone before … 106,000 feet into space!

Business Effect:
• 72k views on YouTube