Foodbank was dealing with a crisis. Federal funding for the charity was under threat while demand for food relief was at an all-time high – with many Western Australian children being the worst affected. To tackle this huge problem, we created a new cereal brand called Hungry Puffs. Inside the box was nothing, which is the same breakfast over 100,000 West Aussie kids wake up to every day. In the lead-up to Christmas, an integrated campaign helped promote our empty boxes of Hungry Puffs which were stocked in over 40 supermarkets across Western Australia. Grocery shoppers in cereal aisles normally looking to feed their own families were suddenly encouraged to support a much bigger issue, helping kids that go without breakfast every day. Each box of Hungry Puffs sold provided 10 children with their next meal.
While recent years have focused on the dangers of texting behind the wheel, there are still many other bad behaviours that cause drivers to lose their concentration. This TV campaign, created by The Brand Agency, dramatically confronts distracted drivers with what they could be missing when taking their eyes off the road for just 2 seconds.
Same sex marriage being legalised was a historical landmark for Australia, but the ongoing marriage equality debate left much of the public divided. Leveraging Bankwest’s brand platform of Bank Less and their major sponsorship of Pridefest in Perth WA, we created an emotional activation which broke barriers normally holding thousands of spectators back at the parade. The Equality Bridge encouraged strangers to cross from opposite sides of the road, then meet in the middle. As the cameras rolled and media paid attention, the message of ‘Less Divide’ was then spread to the wider Australian public.
Add a horse into any social situation and the atmosphere is instantly charged. This simple insight led to Racing and Wagering WA’s new Life’s Better with Horses Campaign. Designed to remind millennials of how unique and special a day at the races can be, each TVC shows a classic social situation with friends – made better by the presence of a 500Kg, thoroughbred horse. The fully integrated campaign will run across TV, cinema, digital video, digital display, press, OOH and social channels including Snapchat and Tinder.
Motorcyclists are a vulnerable group of road-users with statistics showing that 346 motorcyclists were killed or seriously injured on WA roads in just one year. Despite these figures, many riders still let safety take a back seat whilst they ride. Research shows that the majority of motorcyclists don't need to be told what to do and how to stay safe on the road because deep down they already know - they just don't practice it. So rather than trying to tell them again, we designed a situation where motorcyclists intuitively start talking about safety themselves.
The situation involved rigging up a reputable motorcycle shop with hidden cameras then stocking it with ridiculous, fake safety products such as adult training wheels and an airbag fitted to the handle bars of a bike. The concealed cameras then captured real motorcyclists' reactions who started their own conversations about what keeps them safe - and what certainly won't.
PROBLEM
Despite years of advertising the convenience and safety using Mastercard Contactless payments, New Zealanders just weren’t adapting to Tap & Go™. Our brief was to transform the purchasing behavior of New Zealanders from a card-inserting, pin punching nation, to a country of proficient tappers.
SOLUTION
In New Zealand, Rugby Union is religion and the country’s former captain Richie McCaw, is a god. So we leveraged the one uniting hope of the nation – to bring Richie McCaw back to the field one last time. Quite simply, we asked New Zealanders to ‘tap’ their Mastercard, as their preferred payment method, with each tap becoming a greater chance for their hometown to take on Richie McCaw’s team in the ultimate game of touch rugby.
‘Tap For Your Town’ evoked a sense of home pride for New Zealanders, making tapping a town duty as locals across the nation competed for a chance to see and play their hero. The campaign has been supported via TV, outdoor and point of sale, along with digital and targeted social executions. Free media and PR produced the biggest boost with the campaign being talked about and spread throughout major press and TV shows.
MOBILE WEBSITE
http://friskiescatcritic.com.au/
PROBLEM
Frisks has the highest palatability scores in its category, so we knew cats loved the taste of Friskies, but how could we prove this to owners who are bombarded with advertising telling them that every cat food is the tastiest?
SOLUTION
We let cats be the judge themselves by transforming every owner's touch screen smartphone into an ultra-sensitive lick detector. We created a mobile site that could read the subtle details of a cat's tongue, giving a voice to the harshest critics owners knew – their cats. This then allowed cats to review Friskies on their owner's social media via licks, not likes.
PROBLEM
Spreading east to west across the globe for one night only, young creative hopefuls join One Club's revered Portfolio Night with dreams of impressing a host of creative directors and winning a spot at the prized New York All-Stars event. Running for several years, unfortunately attendances were beginning to drop off significantly around the world so One Show briefed us to create a promo film to bring it back to life.
SOLUTION
On a shoestring budget, we recreated the famous 'gimp' scene from Pulp Fiction featuring two ECDs (myself included) held hostage by a pair of deranged creative students. The direction and torturous sex-dungeon set was recreated meticulously beat by beat.
RESULTS
The film went viral throughout advertising and marketing websites across the world, making its best feature on the homepage of Adweek for a number of days. Even better, reports from One Club New York said the video was a worldwide success, saving Portfolio Night from a slow death and putting attendances back at all-time highs.
PROBLEM
Australians were facing an energy crisis. Research showed that 48% of Aussies listed a lack of energy as their top health concern. This meant they were looking to the supermarket shelf in search of a solution – but with Uncle Tobys Oats seen more as a 'winter only' breakfast solution, it wasn’t being considered. Our challenge was to reposition Uncle Tobys Oats from just a winter breakfast option to a natural source of energy eaten every day of the year.
SOLUTION
First, we launched with a spot which reframed Uncle Tobys Oats as a natural energy company, based off a simple formula – the fuel you put in, creates the energy you put out.
Working out that 1kg of Oats = 4.5kw/h of power, we then introduced our energy equation, featuring individual stories to show what a bowl of natural oat power equates to within every day life activities.
Further digital, social and OOH activations then demonstrated our energy equation to show just how much energy people need throughout the day.
RESULTS
Only a few months in and the campaign has already seen a huge shift in sales, with people once again considering Uncle Tobys Oats as an everyday breakfast solution – any time of the year.
To date, the videos on YouTube have also combined over 5 million views.
Grand Prix – Best Use of Data
2016 WARC Awards
PROBLEM
Amongst a barrage of brands shouting for attention over the summertime pool buying rush, we challenged ourselves to shape an innovative summer campaign for Narellan Pools to attract pool buyers at their exact moment of purchase.
SOLUTION
First up, we crafted an astute digital and pre-roll campaign which honed in on that first ‘dive in’ moment of owning your very own pool. But to be truly innovative, we dived deep into data – to ensure the right people were engaging with our message, at exactly the right moment.
Through our intense interrogation of first-party and third-party data we unearthed a targeting nirvana. We identified a set of specific factors that acted as the tipping-point to a sale. We then hacked a complicated set of programmatic buying tools to turn them on, only when these specific conditions were met.
Our pinpoint data-driven campaign allowed maximised exposure of our insightful creative to exactly the right audience – and only at their tipping point of purchase consideration – delivering game-changing results.
RESULTS
We REDUCED Narellan Pools’ media spend by over 30%
At the same time, we INCREASED sales by 23%
Creating a record-breaking incremental ROI of 54:1
Yes, that's a $54 return from every dollar spent!
AWARDS
2016 WARC Awards: Grand Prix – Best Use of Data
2016 WARC Awards: Gold – Best Use of Data
2016 IPA Effectiveness Awards: GOLD
2016 IPA Effectiveness Awards: Special prize for Best Small Budget
2016 Australian Effie Awards: Gold in Use of Data
2016 Australian Effie Awards: Silver in Travel, Leisure and Media
2016 Australian Effie Awards: Silver in Digitally Led Ideas
2016 Australian Effie Awards: Silver in Insight & Strategic Thinking
2016 Australian Effie Awards: Bronze in Return on Investment
2016 Australian Effie Awards: Finalist in Other Consumer Goods
2016 Cannes Lion: Finalist in Creative Data
2016 Mumbrella Awards: Media Campaign of the Year
2016 AMES: Gold in Data & Analytics
2016 AMES: Gold in Effectiveness
2016 AMES: Silver in Media Strategy
2016 AMI Awards: Nationals Winner of Consumer Research Insights
2016 AMI Awards: Regionals Winner in Marketing Data & Business Analytics
2016 AMI Awards: Regionals Winner in Consumer Acquisition Marketing
2016 AMI Awards: Finalist: Marketing Communications B2C and B2B
2015 Media Federation Awards: Winner in Best Use of Data category
2015 MSix Awards: Winner in Clever Data category
2015 ADMA AC&E Awards: Finalist in Data Strategy category
2015 ADMA AC&E Awards: Finalist in Data Analytics & Planning category
2015 ADMA AC&E Awards: Highly Commended in Best Media Campaign category
2015 AdNews AOTY Awards: Highly Commended in Best Use of Data
PROBLEM
Winter was coming, and along with it came the usual horde of cough remedies, vying for attention. Our challenge was to make Prospan, a clinically proven natural cough medicine, cut through the clutter of brands over winter – on a tiny budget. So instead of simply saying we were the best, like all our competitors were shouting, we had to engage healthcare professionals and mums (the primary caregivers) with a completely original angle. To do this, we set out to challenge human behaviour itself.
SOLUTION
Through our qualitative research and analysing online search patterns, we discovered that huge phrama budgets weren’t our main competition – apathy was the enemy. We identified that healthcare professionals and mums aren’t as compelled to treat a cough with medicine as they think that, in most instances, the child will recover from a cough over time. This led to our core creative idea of ‘don’t ignore a cough’. Developing the concept further, we had to ensure our messaging didn’t come across as condescending, so we developed creative based on humour to hook mums in with scenarios they could relate to.
RESULTS
Sales have never been stronger for Prospan and following our extended data-driven project, some huge results will soon be released to the public.
AWARDS
2017 Australian Effie Awards – Use of Data – GOLD
PROBLEM
Our challenge was to engage Telstra’s younger demographic by promoting their unique Pre-Paid offering of free talk and text from 6pm to 6am nightly.
SOLUTION
We created The LOLympics. A mobile platform to prepare all ‘mobile athletes' for 6pm nightly – a challenge to reward the fastest texters across the land.
Scores and interactions are published through the user’s social channels, while large format multi-player installations at shopping centres, digital metrolites, school bus stops, and music festivals bring competitive energy to life in the public domain.
TVC, Pre-roll banners ads and a feature pre-roll video on Telstra.com.au driving the audience to download the LOLympics app.
NFC powered Telstra phone booths enable users to download the app and perform entertaining finger exercises, preparing for the competition.
All driving to the main event itself: Top winners from each state brought together for the ultimate text-off – The Mobile LOLympics: Powered by Telstra Pre-Paid free talk and text.
PROBLEM
Our challenge was to showcase the dynamic, sporty look of Audi S line models in a way that projected a cool desirability, yet maintained a premium tone – a concept which higher income brackets would aspire to.
SOLUTION
Our TVC concept heroes a DJ who controls three Audi cars through the music he creates on his decks. It allowed us to parade every angle of the S line features with the precise S-appeal we were after.
RESULTS
The campaign was a huge success, tripling the amount of Audi S line model sales from previous months.
PROBLEM
Mobile Wi-Fi hotspot units were a dying technology due to free Wi-Fi being available in more locations. Larger mobile data plans were also giving people the option to tether to multiple devices. So going up against a difficult sell, and provided with a budget under $50k, Telstra briefed us to push their 4G devices to families in an innovative way over the summer holiday period.
SOLUTION
Our answer was to target a quiet zone when families were likely to be scanning social media on their mobile devices – on the holiday road trip.
Posted on Instagram, housed on Facebook and promoted via Twitter, we created weekly 15-second videos, which allowed our audience to play Australia's Biggest Game of I Spy to win Telstra 4G Wi-Fi units over the summer holiday break.
RESULTS
Armed with only a tiny budget, the campaign was hugely successful – generating over triple the amount of click-throughs expected by client and increasing previous year sales by over 78%. More than anything the campaign created a hugely positive buzz throughout Telstra's social feeds over the busiest time of the year – which is often a difficult feat to achieve for Australia's largest Telco.
PROBLEM
Knowing there was an ever-increasing amount of people using their smartphones to research the property market, our brief was to convert the device in every homebuyer’s hand, into a useful property guide tool – driving customers to take out a loan with the Commonwealth Bank.
SOLUTION
Using augmented reality through a smartphone's camera – in conjunction with a smartphone’s accelerometer for movement – the Property Guide App allows users to scan a real-world property then instantly view its purchase history and past purchase prices for the surrounding area.
Almost 95 per cent of residential properties across Australia can be viewed through the app – all powered through RP Data. The app offers property buyers in-depth information in the form of helpful tools, full property details, past sales history, property hotspots, loan calculators, current listings and recent sales in the area.
RESULTS
Following the launch of the app, CBA loan inquiries rose dramatically. And with a goal to be number one in customer service, the Property Guide App helped reposition the Commonwealth Bank in a renewed positive light, providing homebuyers with the exact tool they needed when searching on the go.
AWARDS
Cannes Silver Lion (Mobile category)
AIMIA (Best Of The Best)
AIMIA Winner (Mobile)
IAB winner 'Mobile platform or app'
Aust Mobile Awards winner
PROBLEM
The client’s brief was simple: create entertaining video content around our core brand positioning of ‘MOTHER made me do it’.
SOLUTION
We decided to turn our audience into the content itself.
We enticed 18 to 29 year olds to take part in some of some of the craziest events Australia has to offer. To win a ticket to an event from anywhere in the country, users first had to top the monthly leaderboard. The interactive game mechanic to top the leaderboard operated through either Facebook or a smartphone app. The more times a user participated, the more points they gained - but they couldn’t just play whenever they wanted.
At specific times of the day, mobile push notifications alerted users of a 30 second challenge.
Rated by movement on their smartphone's accelerometer users had to perform the challenge wherever they were – at the bus stop, at work or perhaps even at dinner with the girlfriend - further supporting our proposition of ‘MOTHER made me do it’. The user’s best score was then recorded on the overall leaderboard as points towards winning a ticket to an event.
PROBLEM
We needed to jolt the perceptions of Australians who felt that financial planning was only for the wealthy and retired. Originally briefed to create testimonial videos, we took a step back and took a completely different tack.
SOLUTION
We created ‘The Harringtons’ – a branded four-episode comedic sitcom that went against the grain of mainstream digital advertising. The family represented four key target markets for financial planning: ‘the retired’, ‘preparing to retire’, ‘starting a family’ and ‘singles’. To realistically communicate how financial planning could make their lives better, the episodes were built around humorous characters that everyone could relate to.
A comprehensive strategy was developed to integrate The Harringtons across multiple digital platforms. There were external banners and the Commonwealth Bank’s YouTube channel was also re-skinned to launch the series. On the Bank’s site we built a dedicated landing page that expanded the story, encouraging visitors to share the episodes across their social networks.
RESULTS
The amount of Harringtons views on the Commonwealth Bank site and various social channels reached well into the millions. The series also contributed to a 19.8% increase in referrals, well over double the target set by the Bank. The campaign was recently featured on R/GA's world creative blog for the digital age.
AWARDS
Silver Effie
(Only award show entered)
PROBLEM
Hungry Jack’s had zero mobile presence and needed a new strategy to help lift declining sales.
SOLUTION
We created a mobile ordering platform to build a loyal customer base on a new Hungry Jack’s mobile app – but with a hook to pull people in. We introduced Shake and Win. A mechanic that allowed people to win a variety of instant prizes by simply shaking their mobile to check-in to Hungry Jack’s stores using Facebook Connect on the app. The geolocated store prizes were then posted to Facebook on the user's behalf creating free advertising for the new mobile platform.
RESULTS (From Stage One)
In one year the app accounted for 5% of incremental sales across the Hungry Jack's business and won numerous awards in the process.
AWARDS
5 Gold Effies
AIMIA for Best in Mobile
Marketing Program of the Year from AMI
Best Mobile Marketing at the Australian Mobile Awards.
PROBLEM
A free NetBank login is provided for every new account opened at the Commonwealth Bank, but unfortunately many people with new accounts were still not activating their login in as they assumed online banking was complicated and unsafe.
SOLUTION
Online banking can be a challenge for some, but not with the NetBank. To promote this message we placed a loveable senior couple (and their lounge room) in a local shopping mall to demonstrate NetBank's simple functionality to passers by. Together Bob and Doreen show how absolutely anyone can online bank with NetBank.
RESULTS
Bob and Doreen were hugely effective in increasing not only NetBank log-ins but also new registrations for the bank. They also created a huge amount of love and positive feedback throughout social channels – a hard feat for any bank to pull off.
AWARDS
Silver International Creative Summit award
PROBLEM
Many people take photos with the intention of printing them, yet most never get around to it, putting their photos and memories in the hands of the digital world. We wanted to make people aware of this, driving them to print more photos with Fuji.
SOLUTION
Targeting a change in behaviour, we created an integrated in-store and online campaign that played on the innermost fears of people, introducing an idea that their most cherished digital memories could be lost forever.
Using 10 randomly played short videos, we took the people on a trip into the future, showing the common threats that could vaporise all their digital memories in the blink of an eye.
By sharing the content socially, FujiFilm rewarded people with additional free prints. This message was also reinforced with the support of print and in-store advertising.
