OOH, PRINT, RADIO & TV
After a few decades of disruption, brought on by the rise of digital media, business leaders had lost confidence in the impact of advertising. Many had fallen for the ‘comfort trap’ of short-term thinking that valued efficiency over effectiveness.
Australia’s biggest premium media owners decided it was time to unite through a campaign that could remind the C-suite of the importance of advertising to the long-term sustainability of their businesses.
With no existing brand, but rather an industry of brands behind it, they needed a campaign that could work consistently across various channels and get noticed by busy CEO’s, CFO’s and CMO’s in memorable and thought-provoking ways.
The idea was both a provocation and a call to action; Advertise or Die.
With a challenge like that it needed creative that could show how, and why, these premium advertising platforms worked better. And whilst tongue-in-cheek, there was a truth behind it, or rather evidence. Evidence that was used to support each insight or claim.
The backers included ACE Radio, Australian Radio Network (ARN), Foxtel, Grant Broadcasting, JC Decaux, Macquarie Media, News Corp Australia, Nine, Nova, Ooh Media, Seven West Media, Southern Cross Austereo (SCA) and Ten.
Campaign via Saatchi & Saatchi.
DIETLICIOUS // VIDEO & SOCIAL
Dietlicious is a healthy meal service that’s competing in a growing but crowded category. It’s also a category where most of the brands feel the same.
‘At Least Your Diet is Delicious’ focuses on reaching a wider audience beyond the fitness niche that many other health and wellness brands focus exclusively on.
Health-conscious individuals aren’t limited to gym-junkies and paleo-peeps. In fact, there’s a mass market out there of people who are genuinely concerned about their health and wellbeing. It just isn’t a daily obsession for them. But with Dietlicious’ gourmet range of healthy prepared meals you can look forward to each day knowing that no matter what happens (or doesn’t), at least your diet is delicious.
The campaign came to life through a range of short videos and social posts.
RIGHT2DRIVE // RADIO
Right2Drive were built entirely upon an awesome fact that most Australian’s aren’t even aware of; if you’re involved in a not at-fault accident, you’re entitled to a no cost rental car.
This insight was the basis for our campaign for the brand; Awesome Stuff You Never Knew.
The campaign, which included radio, social and OOH activity, spread this and other awesome facts across NSW, QLD and WA.
SPRITE // VR
As brands struggle to compete for a consumer's attention within busy social media platforms, they need to look at new ways of getting noticed.
To help Sprite cut through the noise in a memorable way, we had people scroll in on an awkward moment on their Facebook feed.
Once we had their attention we took it to the next level by allowing them to view it as a 360° virtual reality experience. Not only did this elevate the awkward heat felt from the moment but it also allowed for an epicly refreshing recovery in the Sprite virtual world.
If the level of engagement and Facebook commentary was anything to go off the VR film was a massive success.
If you're having trouble viewing the video in 360°, view it on Facebook.
PREGNANCY BIRTH & BABY // TV & PRESS
Pregnancy, Birth and Baby is a government service providing advice and support for new mums, partners and family members. However, after 3 years of existence, the brand awareness was incredibly low and we were briefed to increase call and website numbers.
Turning the Huggies style happy mum image on its head, we shot the TVC from the point of view of the baby to capture the real emotion and concern of new parents - who are faced with more questions than they ever expected, and often feel helpless and alone.
Tapping into the reality that new parents can relate to proved to be highly effective, achieving a 50% increase in calls, a 36% increase in website traffic and an 80% increase in brand awareness.
CHOICE // TV
CHOICE has been giving unbiased advice and reviews to Australian consumers for over 50 years, however it has almost no brand awareness with Gen Y. We were tasked with creating a TVC to engage this new, younger generation within a limited production and media budget.
Our solution was to target one insight that was relevant to Gen Y: that too much choice actually makes them unhappy. We wanted to show that the real benefit CHOICE provides its members is a greater confidence when making purchase decisions. This freedom allows them to spend less time thinking about if they’re making the right purchase, and more time to think about the things that really matter to them; like how good it would be to have an eagle-winged, rainbow-emitting goat.
The TVC engaged a new segment by targeting popular Gen Y memes - creating a piece of work that had cut-through to a usually pre-occupied, multi-screen audience. As a result, CHOICE had a boost in acquisition numbers for Gen Y and higher than average (21%) retention for viewers on YouTube.
LIPTON ICE TEA SPARKLING // OUTDOOR & EXPERIENTIAL
Refreshing. It’s a word that most soft drink companies aren’t afraid to use. Over and over again. So when Lipton Ice Tea asked us to help launch their new soft drink, a lightly sparkling alternative that’s naturally refreshing thanks to real ice tea, we realised that we had a drink that could actually make this claim.
But with our target set on the young, advertising savvy consumer we knew they would see right through another soft drink’s claims of being more ‘refreshing.’
By poking fun at soft drink marketing clichés, including the overuse of the ‘R’ word itself, Refreshingly Refreshing introduces Lipton Ice Tea Sparkling as a drink that’s refreshing in both attitude and taste.
HEALTHDIRECT // TV
Men are an under represented group when it comes to seeking health advice, and often wait until they have life threatening symptoms before using a health service. They're stuck in a behavioural pattern where avoiding seeking help often actively causes stress, anxiety and can be worse than dealing directly with what's often a manageable health issue.
To break this behaviour, we needed a bold message to cut-through and reach men who were immobilised by their Fear of Finding Out (FoFO). Our approach was to personify this fear, to create a compelling story that our audience knew all too well.
SPRITE // FILM, SOCIAL & OOH
Awkward moments have a way of escalating uncontrollably. And the longer they go on, the hotter they get.
We created the #needasprite brand platform, to highlight Sprite's refreshing way of cutting through awkward heat.
The integrated campaign, which included film, OOH and digital executions, explored a variety of humorous moments where the awkward heat left people in desperate need of a Sprite.
VOLVO // RADIO
After launching the new S60, the fastest Volvo ever made, we were briefed to show off the 224kW of power - a feature not normally associated with the brand's 'safe' positioning.
We created a radio spot that showed that the Volvo S60 wasn't just punishing the road, but that the Sat Nav also couldn't keep up. To execute this idea, we employed the VO artists from NavMan to read our spot.
The spot was a finalist at One Show, 2012.
HARRIS FARM MARKETS // DIGITAL & EXPERIENTIAL
When Harris Farm Markets asked us to help double their Facebook community in just 90 days we saw an opportunity to not just build on their social media presence, but to also create a longer lasting relationship with their shoppers, across every touch point.
What we created for them was a truly integrated campaign that just happened to start on Facebook.
Harris Farm Markets are an Aussie owned family business that prides itself on its ability to deliver customers with the freshest produce every day. But in a market dominated by two supermarket chain giants their unique offering was failing to be heard.
We tapped into the insight that today’s consumer is beginning to care more and more about the quality of their food. And whilst they have a genuine interest in the “field to fork” process they don’t just want to hear the story, they also want to be a part of it.
Introducing The Crop - The World's First Ever Fan Created Crop.
The Crop brought to life Harris Farm Markets’ brand proposition of delivering the freshest fruit and veggies to their customer’s everyday.
We took this a step further though and allowed consumers to do something they had never done before; take control of the farms that provided them with their fruit and veggies.
The campaign was supported with in-store advertising including radio, planter bins and digital displays along with Facebook advertising, to drive participation.
Through The Crop Facebook app consumers were able to choose a vegetable they’d help farm.
The vegetables were planted at farms in Tasmania and Sydney consumers were able to help make key decisions on how their vegetable was farmed, all through Harris Farm Markets’ Facebook page.
They were responsible for everything from planting and pesticide processes to irrigation and harvesting times, which gave them unprecedented access and insights into what it takes to bring food to their table. All of this provided an ongoing and responsive, real time experience; building a story that consumers were helping to shape.
Once the vegetables were harvested, participants were able to head in store where they received their share of the harvest in a personalised package, along with a recipe for that vegetable.
Whilst we easily surpassed our target of increasing Facebook Likes with growth of 125% , it was the 53% increase in comments for The Crop related posts that proved our community was hungry to not only hear the story but to also be a part of it.
The Crop proved our community was hungry to not only hear the story but to also be a part of it.
SCENIC WORLD // OUTDOOR & DIGITAL
Scenic World offers a unique way to experience and appreciate the natural wonders of the world heritage listed Blue Mountains, but found itself viewed as a one-ride-wonder with most people not knowing about its full offering.
When you're young, the sights and sounds of the wonderful things in the world seem great - making you feel small. To highlight this emotional side of the Scenic World experience through a new positioning that invited Australians to Feel Small Again. This was paired with awe-inspiring photography that captured the feeling you get when you visit Scenic World.
The strong emotional benefit resonated with consumers, resulting in an increase in ticket sales. To date, visitation has been up over 9% year on year.
MIND HEALTH CONNECT // RADIO, OUTDOOR & PRESS
Mental health issues affect 1 in 5 Australians, but it can be challenging to recognise the signs, let alone address them. Mindhealthconnect, an online government service providing trusted mental health resources, asked us to help produce a campaign that would build awareness of the signs and help reduce the stigma around mental health issues.
Many campaigns target the sufferer, but our research found that their friends and family are often better placed to identify a change in behaviour resulting from a mental health issue. However, they weren't always equipped to start a conversation about it.
Spot the Difference is a call to action to recognise the change when a loved one isn't themselves anymore. Our approach was to help them understand the signs of a mental health issue and feel confident in knowing how to support them.
The campaign, running across radio, outdoor, press, mobile and display, twisted common phrases to emphasise the subtle differences a person suffering from mental health issues will display.
The unique approach of targeting friends and family proved highly effective, surpassing ambitious targets and prompting many Australians to start finding the information they needed to help a loved one.
Results:
• 92% increase in website visits (7.5% above target)
• 143% increase in monthly returning visits (67% above target)
The radio spot was also recognised as the Sirens 2015 Round 2 winner.
DRAMBUIE // DIGITAL & EXPERIENTIAL
Drambuie, a scotch liqueur drunk by grandparents at Christmas, asked us to help make them relevant to a new generation; Gen Y, who dream about changing their life and escaping their daily grind.
To get them to own the drink, we first got them to own the bar. Introducing The Premise, a consumer engagement program giving Gen Ys one shot to create and run their own bar.
Awards
2 Gold, 1 Silver - W3 Awards, 2010
1 Silver, Microsite - BAD Awards, 2010
Finalist ‘Best Advertising or Marketing’ - 2010 AIMIA Awards
Featured in The Work 2011
LA FAMIGLIA // BRANDED CONTENT
Every parent has a story of a funny conversation that they've had with their kids - from a ridiculous tale to an observation only seen through the eyes of babes. But with busier schedules and tech distractions, modern families now find it harder and harder to get time together, and these moments treasured by parents end up taking a back seat.
Sit-Down Comedians aims to get families away from the TV and back to the dinner table by celebrating the hilarious moments that happen over a shared meal started by La Famiglia.
By tapping into mum's video consumption behaviour, the 4-part branded content series starring Gyton Grantley was designed to target her proven preference for emotional content.
The campaign ran across Facebook, pre-rolls and digital banners, creating a strong connection to the brand and establishing a positive and relatable positioning that La Famiglia was lacking.
