Health of The Block | Nature’s Own
Strategy
Prove that vitamins improve performance by challenging competitors of the ‘The Block’ home renovation show to track their endurance, stamina and quality of sleep throughout the series.
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.
Solution
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 website and also captured the contestants GPS locations and briefed our content creators to create visual infographics to share with consumers at home through on air graphics during the program, on The Block website, and on Nature’s Own and Channel Nine social channels.
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.
Results
The campaign exceeded targets for new member acquisition into our CRM ‘Health Hub’ and we saw a record increase in website traffic and engagement with the brand across The Block and Nature's Own social media channels:
The Block ‘Nature’s Own Challenge’ branded ‘special 7-hour challenge!’ gave the TV show contestants the chance to win additional money for their renovation.
Steve and Chantelle won on overall performance, and also went on to win the entire ‘Fans Vs Faves’ season scoring an all-time Block record for their auction price.
AMF Bowling Movie Blockbusters
Strategy
Get parents and teens to combine their school holiday movie experience with a few games of ten-pin by showing that the blockbuster moments of movies can be experienced while bowling.
Background
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.
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.
AMF 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.
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.
Results
Record number of lanes reserved across all Australian states leading into and during school holidays.
Group record for AMF Bowling marketing team in brand recall following a national campaign.
Lorna Jane Active Nation
Strategy
Transform the following of a sports fashion label into a community of engaged fitness advocates by empowering everyday women to share their fitness experiences and goals with their friends on Facebook and Instagram.
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 personalised 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 added to their fan base during the first 12-months of ‘Active Nation’ (from $0 advertising dollars!)
Become an Uber One Member (Japan)
Strategy
Get Uber users in Japan who don’t think they would use online food and grocery delivery to join the subscription service by showing them that unlimited, reliable, free delivery allows you to do better things with the limited space in your home or office, than store food and other essentials.
New Uber One Membership Launch (Taiwan)
Strategy
Get Uber Eats customers in Taiwan who mostly use Uber for food delivery to realise that the Uber Eats membership program also gives them benefits when riding in Uber taxis or when ordering things like groceries and alcohol by showing them that one membership now includes discounts across all Uber services.
Children’s Panadol
Strategy
Get mums and carers who are uncertain on the ways to treat their children’s pain and fever to turn to Children’s Panadol for fast, effective relief by empowering them with helpful advice, confidence and knowledge about the science behind the product’s gentle formula.
