Up & Go to launch inflatable assault course at Southbank

Australian breakfast drink brand Up & Go is bringing an inflatable Sydney Harbour Bridge assault course to London's Southbank from 22-26 April to promote its recent introduction into the UK market.

Up & Go's inflatable Sydney Harbour Bridge (@UpandGoUK)
Up & Go's inflatable Sydney Harbour Bridge (@UpandGoUK)

The Up & Go Bounce Off is a timed course that includes hurdles, tunnels and punch bags, as well as a trampoline bridge and ball pit. Contestants are encouraged to battle it out for a position on the leader board, and the individual with fastest time on each day will win a prize.

Photographers will be on hand to capture images of contestants navigating the course, which can be shared on social media immediately.

The bridge, which at 25 metres long and eight metres high is set to become the world’s largest inflatable bridge ever built, will be accompanied by an inflatable Sydney Opera House. The structure will operate as a digital hub complete with chilled Up & Go beverages, beanbags and published race times.

The Up & Go Bounce Off will also visit a series of university campuses throughout May in locations including Portsmouth, Leicester, Nottingham and Kent. 

Students will compete against other universities, with the winning campus to receive the inaugural ‘pure solid gold’ Up & Go trophy.

Agency The Red Brick Road (TRBR), who worked with Up & Go on a sampling campaign earlier in the year, is behind the concept. Devries Slam will handle public relations, The Village Communications media planning and B&B Studio will deal with design.

Rosie Foster-Carter, marketing director of Up & Go UK, said: "The Up & Go spirit is all about seizing the morning and living life to the full. We’ve wanted to launch the brand in the UK with something fun that celebrated our Australian roots so what better way than with a giant Sydney Harbour bouncing bridge? "We’ve got a real competitive streak and can’t wait to have a go."

More: Up & Go to celebrate UK launch with 'mass' activation

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