Services
Media Buy
PR/ Communications
Advertising
The challenge:
Oceans to Outback is the Royal Flying Doctor Service’s national fundraising challenge, encouraging Australians to walk, run or ride throughout October to help keep the Flying Doctor flying.
For the 2025 campaign, the campaign was less about awareness and more about sustaining national momentum over time. The campaign needed to cut through both metropolitan and regional Australia, appeal to multiple audience segments, and motivate people not just to register, but to actively fundraise throughout the month-long challenge.
With a strong focus on women aged 35–55 and donors aged 50–65, particularly in regional and rural communities, the brief called for a strategic national approach that could balance emotional storytelling with broad-scale reach. Superdream was engaged to deliver a fully integrated awareness campaign, combining media buying and public relations, capable of building credibility, visibility and engagement across diverse markets.
The numbers speak for themselves
$4,508,105
raised for the charity, over 21,600 participants
4,600,000
out-of-home impressions (18+)
470,872
audio impressions reaching 131,524 unique listeners
Our solution
Superdream delivered a national, integrated awareness campaign designed to build scale, consistency and emotional connection across the campaign period. Launching in July and running through to the end of October, the approach was structured to support registrations early and sustain fundraising momentum throughout the challenge.
Media buying played a central role in establishing national presence. We planned and executed a multi-channel mix of national, regional television, large-format digital out-of-home and audio placements to reach audiences across both metro and regional Australia. The out-of-home strategy delivered high-impact visibility through premium digital large-format sites and strategically located commuter placements, ensuring strong frequency and repeated exposure across key regions. The campaign significantly exceeded booked delivery expectations, achieving substantial over-performance across plays, share of time and digital delivery, alongside bonus placements that extended reach and added significant value.
Audio was used to connect with audiences during moments of routine and focus, from daily commutes to long regional drives. Superdream wrote and produced all audio ad scripts, ensuring creative consistency across streaming and interactive formats. The use of “Shake Me” audio ads encouraged physical engagement and direct interaction with the campaign, driving meaningful engagement without relying on incentives or competitions.
Television anchored the awareness strategy, with placements across WIN and SBS regional networks selected for their strong penetration into regional communities and alignment with health, lifestyle and community-focused audiences. The campaign delivered exceptional over-performance, generating significant bonus TARPs and outstanding added value, reinforcing Oceans to Outback as a national campaign with genuine scale.
Public relations brought the campaign to life through human stories. Superdream developed and distributed three tailored press releases, including a national announcement, a Queensland regional release and a Western Australia feature centred on Laura’s Army, one of the campaign’s key participant teams. Proactive media outreach secured coverage across print, digital, television and radio, strengthening emotional connection to the cause and highlighting the critical role of the Royal Flying Doctor Service in supporting Australians in rural and remote communities.
