Flight Club launches in Sydney by turning city into a ‘dart gallery’ via creative agency Born

Flight Club – the innovative social darts concept – launched in Sydney by turning the city into a ‘dart gallery’. The launch, conceptualised and executed by creative agency Born, saw Sydney’s CBD turned into an outdoor exhibition of classic artworks… with darts in them.

Says David Coupland, strategy director at Born: “Our strategy was quite simple, Flight Club is reimagining darts in culture, so we wanted to reimagine culture with darts.”

The result was a series of 30 bespoke designs featuring iconic artworks from old masters… but with darts in them. These irreverent and eye-catching designs were displayed across 80 bus shelters and street furniture locations in Sydney’s CBD for one week. As part of the media buy, 10 boards were purchased to display Flight Club artwork 100% of the time throughout the city in high traffic areas.

Adds Coupland: “Our goal for the campaign was to create anticipation, intrigue, and a sense of exclusivity around the venue.We didn’t want to give too much away. We wanted people to take an action, and discover the venue themselves, so we designed a deliberately intriguing CTA asking viewers to Unleash their Inner Dart-ist alongside the opening date.”

Campaign performance included a 706.25% increase in organic search, 2296.3% increase in direct channel traffic, 84.95% increase in organic search traffic, 173.36% increase in direct traffic, 50.17% increase in referrals.