MAGNATRON - Clemenger BBDO Melbourne
Clemenger BBDO and Traffik Experiential Marketing appointed Kennovations on behalf of Carlton United Breweries to bring the Carlton Draught Magnatron concept to life using a 30m tall tower crane and giant electromagnet. The Magnatron is the world’s biggest skill-tester, standing 10-stories tall and filled with $100,000 in full-scale prizes including a 4x4 Toyota HiLux. The event was held in Melbourne on AFL Grand Final day 25 September 2010. 14 winners had the chance to collect a prize by placing the crane arm and electromagnet into position before sending it down to clasp onto a prize cage and place it in the ‘drop zone’ on the ground.
Kennovations role was to develop and implement a design and budget scope of works encompassing all creative, technical design, engineering and construction elements for the event including site layout design, sub-contractor sourcing and overall construction management.