Worksafe - The Pain Factory
2008
The Victorian Government’s Work Safe Department needed to engage and educate young workers about the potential dangers inherent in “safe” work places.
Our response was to offer the notoriously hard to reach, 16-24 year audience, snack sized video content of the “that’s gotta hurt” varity. We accompanied the video with a spokesperson who represented the target audience and introduced the key brand messages in a tone and style that wasn’t easily rejected by participants.
Users embraced the opportunity to share their stories about work place “incidents” and the user generated content component of the site was a major success.
Bankwest - Sunshine St
2008
The task was to reinforce Bankwest’s Happy Banking proposition and extend the sponsorship of the Domestic Blitz program via an online user generated content destination with prize incentive.
A demanding entry mechanic was justified by a large cash incentive and saw over 10,000 entries in a four week period.
Nivea Young Dolly Club
2007
Beiersdorf were looking for new ways to create dialogue and emotional engagement with it’s young female audience to create awareness of it’s Nivea Young skin care range. They’d created a mobile club the year before so we expanded the branded content offering to tap into a fresh online community experience.
The Nivea Young Dolly Club gave the audience a voice, a reason to engage in dialogue and rewards for participation.
KPIs were reached within the first half of the promotion and membership was delieverd at 125% of target. Product sales increased and the client re-signed for another year using the club as a key communications platform from which to relaunch the brand.
The Braun Intervention
2007
The brief was to launch the CruZer 4 dry shaver, targeting a niche audience – style conscious males 15-24 - and position the product as a cool style accessory. We responded by targeting male teens with sticky content and multiple online destinations employing interactive games with strong narrative, video and user generated content.
A post-campaign brand study showed intent to purchase increased significantly with brand awareness on the rise. A 93% click through to the primary branded destination from an Instant Messenger game was great traffic driver as were banner click through rates up to 3 times the industry average.
Ford Escape
2007
Ford wanted their Escape vehicle brand pillars articulated through content, not just display media.
The Ford Escape website offered driving holiday ideas accessible by the brand’s key audience segments.
Pizza Hut - Cheesy Bites
2008
The brief was to Launch Cheesy Bites Pizzas and create a database. Targeting male teens to drive online sales we created a site with a Cheesy celebrity angle, two compelling interactive games, a focus on prizes and drivers to Pizza Hut’s online shop.
The result was a big cheesy succuss: we smashed the target for unique visitors by 170% and online pizza sales went up 40%. We saw significant growth in the customer database and sales and game play continued post campaign.
Ford Small Cars
2008
A challenging brief asked us to promote the entire 2007 small car range in one online campaign, tapping into the “everyone’s journey is different” positioning.
Our response was to build a fun interactive self-profiling experience that rewarded users with a personality insight accompanied by a specific vehicle promotion.
Click through from display media was double the industry average and the client saw strong responses via requests for vehicle brochures and test drives.
Qantas retail website
2006
Website concept and design.