TASK
Evolve the long running ’Go Behind the Scenery’ campaign from delivering awareness to conversion.
INSIGHT
No one knows Tassie better than the locals.
SOLUTION
‘Stories told from the inside out’ featuring 40 locals telling their unique story.
CLICK ARROW ON FAR RIGHT TO LISTEN -
TASK
Launch the new VW R32 as the fastest Golf ever.
INSIGHT
Everyone loves a good old car song, which are typically belted out for hours on long road trips to pass the time.
SOLUTION
We created the ‘VW R32 Short Car Songs’ album, custom made for the fastest Golf ever. We dramatically shortened well-known car songs to cater for really ‘short’ road trips.
To support the bigger launch 1000 albums were released to dealerships throughout NSW to promote test drives of the new R32 and generate excitement around the car. The songs were also released on radio and social platforms.
RESULTS
Test drives were up by 74% on previous launches and subsequent sales were up 13% on forecast targets.
TASK
Position ahm as the health insurance needed by millennials.
INSIGHT
Our target are at the ‘adulting’ stage in life where they need to make grown up decisions but don’t want to grow up.
SOLUTION
ahm is just the right amount of adult.
RESULTS
Over half a million views with an average completion rate of 24% (industry average @15%).
During our tenure, ahm’s membership numbers have increased by 75,000.
TASK
Relaunch the Hubba Bubba brand and re-instil the love for the big bubble.
INSIGHT
Half the fun of chewing Hubba is blowing huge bubbles, so much so that children will do anything to blow the biggest.
SOLUTION
We show how one kid has cunningly covered up every sharp object in the house to protect his bubble. The ‘Long Live The Bubble’ campaigned rolled out on TV, digital and print.
RESULTS
Sales up 23% compared to the same time the previous year PLUS the size of bubbles have increased year on year since the launch.
TASK
NAPCAN wanted to create a multimedia campaign that coincided with National Child Protection Week, urging adults to reassess their behaviour around children.
SOLUTION
We came up with one powerful thought ‘Children See. Children Do’ born from the strategic insight that adults have the single biggest influence on children.
This idea was integrated across multiple media channels. TV and cinema was supported by print, interactive outdoor, online and 5 radio commercials, one of which was a chillingly familiar road rage scene targeting drivers during peak hour. By highlighting this truth and literally demonstrating the adult’s influence, we changed people’s behaviour and attitudes immeasurably.
RESULTS
17TH MOST AWARDED CAMPAIGN IN THE WORLD 2010.
19.6 MILLION VISITS.
TASK:
Increase visitor numbers to 1.5M and spend to $2B by 2020.
INSIGHT:
People knew about Tasmania’s stunning scenery but thought there was little else.
SOLUTION:
We invited people to ‘Go behind the scenery’.
Idea
In this idea we set up four couples from different stages of pregnancy from planning through to post birth where they speak about their fears and what to expect. It was a real, funny and engaging warts-and-all approach covering a range of different topics that will help arm expecting parents of what to expect.
Media approach
This approach was focused on using digital channels namely video through YouTube and Facebook using a sequential messaging approach (lead brand trailer with cut downs dealing with different topics to drive engagement). Coupled with video content, additional gifs and meme’s were used to compliment longer format content with great success.
Results
YouTube VTR of 38% compared to industry average of 15%.
Facebook completion rate of 13.57% compared to industry average of 4%.
30” videos performed as well as 15” which is not normal (shorter formats tender to achieve the best results) which shows how engaging the content was for the audience.
TASK
Launch the new Golf station wagon and reach sales objectives.
INSIGHT
Moving from single life into family life can be quite a scary time and responsible ‘adulthood’ isn’t always embraced. The new Golf Wagon makes the transition that much easier, by removing the stigma of the family station wagon.
SOLUTION
We positioned the new Golf Wagon as having the best of both worlds. You get the extra space you need while still keeping the cool, modern qualities of the Golf.
RESULTS
Golf Wagon launch exceeded the sales objectives by 13.2%.
IDEA
‘Here’s to the good life’ was our new positioning for the Hunter. We then posed a series of questions to viewers using the Hunter as a backdrop. This provided a platform where we could drop in the the many and diverse experiences to be found.
We rolled this out on TV, digital and all social platforms.
RESULTS
Having just launched, full results are not available however there’s been a 20% increase in search activity. And we’ve received many notes of appreciation from stakeholders.
FLINDERS
TASK
Many people didn’t even know where Flinders island was, so our main challenge was to put them on the map and to unveil this hidden treasure to all mainland Australians.
KPIs’ – Increase awareness & visitation to Flinders Island via Tasmania.
INSIGHT
Our audience of empty nesters who are materially and professionally successful are increasingly questioning modern western rat-race values. They yearn for something more, they need a reset. They want simplicity & authenticity in experiences and relationships, and often turn to nature to provide this perspective.
IDEA
Good nature is in our nature - While Flinders Island itself is wild, untamed and rough around the edges, it has a unique charm and a natural warmth you won’t find anywhere else. Whether it’s the landscape, the giant cray fish or the larger than life locals, good nature on Flinders Island really is second nature.
To bring this to life, we tapped into an insight that only Flinders could own. That is, their unique way of greeting each other known as the ‘Flinders Wave’.
RESULTS
69% completion rates of videos meaning viewers are invested in the story. Increase website traffic by 12%
Visitation has increased by 15% compared to the same period last year.
TASK
Create a brand campaign to promote Konica MInolta’s passion for making things extraordinary.
INSIGHT
We realised that many extraordinary things in life are derived from ordinary things. Glass comes from sand, from a piece of toast we make a piece of art, from a simple colour we make a way of life. Point is, it’s what we do with these ordinary things that makes them extraordinary.
SOLUTION
We created a campaign that looked at mud in its most ordinary, mundane form. We then see innovative ways in which people have transformed mud into something extraordinary, demonstrating that with a little creativity anything is possible. The idea and end line ‘Make Ordinary Extraordinary’ was born out of this simple philosophy.
TASK
This campaign was produced to launch McDonald’s new sponsorship of Australian Idol and their undying support for young talent.
SOLUTION
We created a campaign that celebrates the fact that singing makes everything sound better.
TASK
We were asked to build awareness of the fact that, while 1 in 6 Australian women had herpes, 60% of them didn’t know it. We needed to change the perception from ‘out of sight means ‘in the clear’ to ‘I must get checked now' to ensure I’m not spreading herpes unknowingly’.
IDEA
As the disease was largely hidden from our audience, we needed to place our message where they’d find it. With our tongue firmly planted in our cheek, we positioned herpes as a must have fashion accessory, planting it firmly on our target’s radar. Our line ‘Out of sight but not out of fashion’ supported this, making what is largely an invisible disease visible once again.
Overall this anti-ad awareness campaign, running nationally as double-page ads
in fashion magazines, truly resonated with our audience.
COPY READS: Jersey knit dress by Sumakhi opposite; embroided cotton chiffon wrap dress with silk belt by Fili & Grane. Genital herpes with severe itching by ‘No Idea’. It’s out of sight but it’s not out of fashion. 1 in 6 Australian women have the virus
Find out if you’re the one herpesfashion.com.au
COPY READS: Black cotton mini by Fili & Grane, opposite; Silk-chiffon ruffle by Sacai, at Anida. Genital herpes by Unsafe Sex at the Paragon, It’s out of sight but it’s not out of fashion.1 in 6 Australian women have the virus. Find out if you’re the one. herpesfashion.com.au
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COPY READS: Dave wears pin stripe blazer with matching silk tie by Molunarri and genital herpes with matching sores by Wild Buck’s Party. [opposite] navy blazer with black stove pipes By Gurde and genital herpes with painful stinging by Rugby Tour. It’s out of sight but it’s not out of fashion. 1 in 8 Australian guys have the virus. Find out if you’re the one at herpesfashion.com.au
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COPY READS: Dave wears pin stripe blazer with matching silk tie by Molunarri and genital herpes with matching sores by Wild Buck’s Party. [opposite] navy blazer with black stove pipes By Gurde and genital herpes with painful stinging by Rugby Tour. It’s out of sight but it’s not out of fashion. 1 in 8 Australian guys have the virus. Find out if you’re the one at herpesfashion.com.au
TASK
Qantas wanted to show their support for Breast Cancer Awareness in a fresh and innovative way.
SOLUTION
We created our own modified safety cards that were placed in the back of Qantas seats during Breast Cancer Awareness month. This was a far from traditional approach for an extremely traditional client. And it worked!
The safety cards, supported by a print campaign, not only created huge awareness but also provided a real demonstration of how to conduct a breast cancer check.
TASK
Gatorade wanted to position their drink as the pre-eminent source of re-hydration. Other drinks are inferior and water alone is insufficient as it doesn’t contain the necessary minerals that are lost during exercise.
SOLUTION
Our message was simple - ‘If you don’t rehydrate properly you won’t last long.’
To bring this promise to life we commissioned world famous ice sculptor ‘Kenji’ to create a series of life size ice sculptures. The sculptures portrayed famous sports people and were strategically placed in and around sports stadiums, recreational centres, universities and sportswear shops.
As the sculptures rapidly melted (simulating athletes sweating) our audience got a live demonstration of the effects of not re-hydrating properly, thereby reinforcing the need to drink Gatorade.
This unique campaign was extremely successful, drawing media attention from major TV news channels and newspapers around Australia.
