Tourism Northern Territory & Virgin Australia

Strategy

Move the Northern Territory from the ‘bucket list’ to the ‘must do list’ by expanding the itinerary of destinations and activities to include more than just Uluru and Alice Springs.

Background

Customer research identified ‘experience seekers’ had the Northern Territory on their ‘bucket list’ of travel destinations, but they needed convincing that there was more to do and see in the NT than just Uluru and Alice.

The research unearthed that the NT was aspirational – stunning, spiritual, natural and cultural – but it was also one-dimensional.

There was also a lack of awareness regarding both the physical geography of the NT and the thing to do after you arrive. The biggest question on their minds was “After we see Uluru, what else can we do and what else is there to see?”

Solution

The creation of a new marketing campaign and platform to help travellers with their planning decisions when deciding when to go, where to go, and what to do when they arrived in the NT.

The destination website, travelnt.com was redesigned to include a greater breath of content, immersive videos and stories from different segment customers who had experienced all that the NT had to offer. Articles from travel agents and stories from locals were also featured on the website and across social media to inspire travellers.

An intuitive planning tool that dynamically created itineraries based on the length of your stay helped planners design their perfect NT adventure and itinerary.

For the digital campaign a ‘Do the NT’ video featured across YouTube and dynamic creative digital display promoted the new website and featured flight information of Virgin Australia as a destination partner and matched pricing and departure dates with specific departure locations of online placements.

The online advertising featured a content management system that made the content editable for the marketing team at Tourism NT allowing customised offer-based-pricing.

Man vs Nature’s Own with Bear Grylls

Strategy

Launch the new range of Nature’s Own vitamins by challenging Bear Grylls to try to source the same amount of nutritional supplements from nature as he could get from Nature’s Own packaged vitamins.

Background

Nature’s Own were launching their new range of products and new packaging across Australia. The new products were backed by science and a marketing campaign was required to educate customers on the new packaging and the scientific benefits of the potency of their vitamin products.

Solution

Partnering with ‘Man vs Wild’ celebrity Bear Grylls created a marketing communications platform that allowed us to challenge Bear to source the same amount of vitamins and supplements that could be found in a single vitamin from the wild. Three TV and online advertisements were produced - one for each of the new category products.

YouTube pre-rolls and digital display extended the reach of the campaign, along with high impact mastheads, and POS stands and wobblers co-branded in partnership with Chemist Warehouse, Priceline Coles and Woolworths.

Australia Day for NSW Australia Day Council

Strategy

Amplify the best parts of Australia Day across social media by creating a live news team for the day to host, interview and engage with content, people and personalities.

Background

There are over 600,000 social media conversations about Australia Day that happen on the day. These range from celebrations through to questions regarding public events, and even the odd complaint. The challenge was to firstly understand, then respond to the most important conversations happening on the day on behalf of the Commonwealth Government and The Australia Day Council.

Solution

With such a huge volume of conversation, I managed the set up of a real time social media newsroom. Into the newsroom I brought key stakeholders from the Australia Day Council, a team of community engagement specialists, and content creators, and sent three roving content creation teams, photographers and videographers across Sydney, Brisbane and Melbourne. Knowing that Australia Day is a celebration for many, but a time for reflection for many more, and the high profile nature of the event, a detailed risk management plan was put in place to ensure policies to handle emergency and tricky situations were ready, and to ensure policies were in place to engage with emergency services need be.

Results

On the day, content was produced in real time - responding to trending events, adapting content from the community, and editing video and images from the team of roving photographers and videographers.

A team of five community managers performed customer service as a baseline, ensuring top rated voices and personalities and influencer content was amplified and supported - increasing increase the event’s reach, performing targeted outreach, and monitoring influential social users conversations to increase reach and engagement.

Over the course of Australia Day, 4,200 one-to-one conversations with public figures, personalities and influencers were amplified resulting in 110,000 engagements and over 8- million impressions from the content generated by the live news room.

Nature’s Own & The Block

Strategy

Prove that vitamins improve performance by challenging competitors on ‘The Block’ to track their endurance, stamina and quality of sleep.

Background

When Nature’s Own became a major sponsor of Channel Nine’s The Block, we wanted to do what no sponsor had done before - create a tangible link with the show’s content and product. In other words, transform passive TV viewers to active explorers of the Nature’s Own product range.

In a TV first, the show’s contestants were given wearable tech that tracked their bodies’ reaction to the stresses and strains of the show, including blood pressure, heart rate, steps taken and sleep quality.

This data feed was represented graphically through dashboards on the Nature’s Own site. To maintain momentum and drive interest, a weekly blog also outlined the key events in the show, with interviews with the contestants and suggestions on how Nature’s Own health supplements could help overcome their physical and emotional challenges.

AMF Bowling Movie Blockbusters

Strategy

Blockbuster movies are released in the school holidays and are tied to feel good moments and emotions. For this national AMF Bowling school holidays campaign, ten-pin bowling and the moments you can experience at AMF were positioned as movie blockbusters and placed as cinema advertising, as YouTube ads before movie trailers and across outdoor bus advertising.

Background

AMF Bowling required a campaign that would resonate with families, young adults, teens and kids, and that would drive customers to consider bowling as an addition to school holiday or weekend activities.

Solution

AMF’s ten-pin bowling centres were primarily positioned around shopping malls with movie cinemas. Facebook community polls also suggested that bowling was something most people associated with the movies.

We took this knowledge and combined it with the consumer insight that ‘bowling lets you be your silly-self’. The “Moments’ campaign celebrated the magic movie-like moments that everyone has while bowling and included all-time classic moves such as the “pistol fingers” and “down-low-too-slow”. ‘Moments’ was rolled out across TV and cinema, outdoor and digital.

The Results

Record number of lanes reserved

Best ever brand recall following a campaign.

Lorna Jane Active Nation

Strategy

Transform the following of a sports fashion label into a community of engaged fitness advocates.

Background

The challenge was to motivate Australian women to change their attitude towards fitness.

Lorna Jane’s business needed to evolve it’s offering and expand to outgrow category challengers. The brand needed to evolve from being a retailer of sports wear, to a being multi-service fitness lifestyle. To do this we first commissioned research company Roy Morgan to conduct a poll revealing that while Australian women wanted to live active lives, over over half did no form of exercise.

We then motivated the nation to become more active by downloading a mobile utility, and by providing inspiration and motivational tips, running routes and celebrity endorsement.

Solution

At the heart of the platform sits Lorna Jane’s social media community, voted as BRW’s ‘Most Engaged Community in Australia’ with over a million Facebook fans, 22,500 Twitter, and 242,000 Instagram fans.

Enabling users to track their daily activity, share it and get rewarded for their effort, the Now Move It mobile app become the #1 Health and Fitness app in the App Store and now includes innovative new features including badges and personalised push notification voice-coaching.

Results

• number 1 within the app store for Health and Fitness within 1-month of launch

• over 220 downloads and 2.7 million website visits within the first 12-months

• daily inspiration, fitness and nutrition tips and personalisd fitness coaching through a mobile app.

• App Store and now includes innovative new features including badges and personalised push notification voice-coaching.

• 1 million Facebook fans

CC’s Corn Chips Stare Competition

A campaign and competition challenging users to keep their eyes on the prize.

Background

CC’s had been losing market share to Doritos and required an innovative, fun and memorable advertising brand campaign to gain front of mind awareness with consumers.

TV was be used for reach to once again remind people why CC’s are just so irresistible and why you just can’t say no to a CC’s corn chip.

To launch the brand campaign a TV campaign was developed featuring two commercials where people find it difficult to resist CC’s in both an airport customs scenario and while finding a seat on a train.

Solution

For the digital campaign social and digital gaming solution supporting the TV idea was created featuring an interactive ‘staring competition’ game, an integrated Facebook communications plan and a series of challenges to engage with the existing Facebook page community.

Along with the interactive video challenge based game, paid digital media including a Facebook Target Reach Block and a customised version of the CC’s Train TVC also ran across Facebook, along with Facebook Sponsored Stories, Polls, Engagement Ads, and a Flash Display Banner Campaign.

The game, called the ‘CC’s Stare Challenge’, featured the hot girl from the ‘CC’s Train’ TV commercial sitting on a train staring at you. Contestants arriving on the Facebook page or ‘CC’s Stare Challenge’ are then asked to activate their webcam and ‘line up your (their) eyes’ with the eye-detection and motion sensing webcam image that is now tracking each and every subtle eye movement on screen.

Then, when the CC’s Stare Challenge contestant is ready and waiting and holding still, it’s time for them to get their stare on.

The stare video challenges then begin, with characters from the TV commercials coming into frame to sit next to our girl you’re starting at to try to distract contestants and get them to look away.

Each video challenge featured CC’s corn chips intertwined into the scenarios so you really do find it hard to resist looking away at the action.

Berocca Performance

Launching Berocca’s new ‘fizzy’ range and Berocca Boost range.