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.
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.
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.
(Only award show entered)
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.
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.
Sales have never been stronger for Prospan and following our extended data-driven project, some huge results will soon be released to the public.
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.
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.
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.
Cannes Silver Lion (Mobile category)
AIMIA (Best Of The Best)
AIMIA Winner (Mobile)
IAB winner 'Mobile platform or app'
Aust Mobile Awards winner
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.
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.
The campaign was a huge success, tripling the amount of Audi S line model sales from previous months.
The client’s brief was simple: create entertaining video content around our core brand positioning of ‘MOTHER made me do it’.
We decided to make our audience 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.
In a highly competitive doggy dental treat market our challenge was to launch Prozym Dental Sticks and the entire Prozym Dental Treatment range into Australia. We needed an idea that would slice through the clutter on a fraction of the budget larger companies would have to spend.
Research showed that if humans were suffering the effects of bad dog breath, then their four-legged friends may be showing the first signs of periodontal disease, which affects 80% of dogs over three years old. So, we turned the negative of bad doggy breath into a positive for owners who treat their fur-friend with Prozym Dental Sticks, by capturing the fun moments when canines and humans show affection for each other – including those awkward licks on the face, lips and even mouth.
To date, the Australian launch of Prozym has been the most successful compared to any market worldwide – picking up a number of international awards along the way. And in recognition, Prozym’s mother brand, Ceva, is now rolling out the ‘Kissably Clean’ creative across the globe.
AWARDS SO FAR
2016 Communicator Awards: GOLD in the Print Advertising - Advertising Campaign category
2016 Communicator Awards: GOLD in the Print Advertising - Photography category
2016 Communicator Awards: SILVER in the Print Advertising - Magazine Ad category
2015 Davey Awards: GOLD in the integrated campaign – promotional and branding category
2015 Davey Awards: SILVER in the integrated campaign – B2C category
2015 Davey Awards: SILVER in the integrated campaign – Print category
Finalists in Spikes Asia Awards 2015 in the Health & Wellness: Animal Health category
2015 Global Awards: Finalist in the Art and Technique – Photography category
2015 Global Awards: Finalist in the Art and Technique – Humour category
Nominated on ‘Best Ads’ for best print of the week
As covered in:
The Drum (UK)
Ads of The World
Campaign Asia Pacific
Little Black Book
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.
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.
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.
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.
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.
Silver International Creative Summit award
Hungry Jack’s had zero mobile presence and needed a new strategy to help lift declining sales.
We presented a three-stage mobile roll-out strategy to build sales momentum once again.
Stage One: The mobile strategy was launched through an iOS and Android app with basic store locator and calorie counting functionality, but it's most unique functionality was the check-in and win feature using Facebook Connect to post winning geolocated store prizes on the user's behalf.
RESULTS (From Stage One)
The app now accounts for 5% of incremental sales across the Hungry Jack's business and won numerous awards in the process.
5 Gold Effies
AIMIA for Best in Mobile
Marketing Program of the Year from AMI
Best Mobile Marketing at the Australian Mobile Awards.
Stage Two: Currently in production is a mobile ordering platform, which allows customers to charge their credit card before they even enter a store. To facilitate this platform HJ’s are also building a dedicated 'red carpet' priority queue in-store specifically allocated for those who order via mobile. Customers then swipe their smartphone upon arrival to instantly pick up a bag with their name on it – avoiding any wait time.
Stage Three: Now in discussion is a mobile platform that not only allows users to build their favourite burger and order it before they walk into store, but it also gives them the chance to get their very own creation on the Hungry Jack's menu.
Within the mobile app, health conscious users can count the calories for each wholesome ingredient added to their burger, then using Facebook Connect they have the option to upload their finished creation for public votes. The highest voted burger across Australia each month then wins a dedicated place on Hungry Jack’s in-store menu for all to see and purchase.
The project allows customers to get their five minutes of fame on the menu – while Hungry Jack’s benefits from new product development through discovering what burgers people really like.
The Association for Data-Driven Marketing & Advertising, better known as ADMA, holds their Global Forum conference each year featuring the industry’s brightest minds from around the world. Last year’s Australian conference was a huge success, so to build on this, our challenge was to hook a new audience of potential delegates, driving them to buy tickets on the 2016 lead-up.
Partnering with oOh! Media, we developed a hyper-targeted out-of-home campaign for the ADMA Global Forum featuring personalised, localised and near real-time messaging – a world-first for out-of-home media.
First, we identified our Top 500 prospects using first-party data. This was then overlaid with longitude/latitude coordinates and even the curvature of the earth to pinpoint the closest oOh! Media café and elevator ad screens (inside a 50-metre radius). Combining company addresses with these locations, we cross-referenced data from 100 of Australia’s biggest advertising spenders, targeting potential conference delegates across New South Wales, Victoria and Queensland.
ADMA ticket sales were then fed into our locational engine in near real-time, personalising every screen with dynamic messaging – ‘Your competitors are buying tickets right now’ – to show prospective attendees where tickets had already been purchased. To heighten anticipation and play on a potential delegate’s ‘FOMO’ complex, the screens also featured a clock countdown in the lead-up to the two-day conference.
It’s not very often that anyone gets to redefine what’s possible for a particular medium, so we’re thrilled to be instrumental in this milestone achievement. ADMA Global Forum tickets sold out – and we were thrilled with the feedback and coverage the campaign received from industry press.
AS COVERED IN:
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.
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.
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.
Drink driving fatalities were rising in NSW – especially on country roads. It was also apparent that people were becoming desensitised to drink driving advertising that involved crashing vehicles, and loss of loved ones.
This campaign was born from an alarming insight we unearthed from convicted drink drivers throughout Australia – they were more concerned about losing their license than were are of actually dying, or killing someone else.
Building on this, we created a TVC which combined the cult Australian song ‘Better Get A Lawyer’ with the paranoia of the commercial’s protagonist seeing visions of police officers everywhere on his journey home from the pub - a fear that many drink drivers go through.
The campaign was supported by outdoor, radio, digital, and ambient executions inside pubs. Another well-received piece of work was the two stage lenticular ads were placed above pub urinals – working especially well when someone was drunk and swaying from side to side.
Together, the work has combined to become the longest running and most effective campaign ever for the RTA – reducing the number of drink drivers in well the thousands and keeping the road safe for others.
Unfortunately this campaign was created during an Award boycott at Singleton Ogilvy & Mather.
The Commonwealth Bank’s 100th year in operation was fast approaching, so they wanted to celebrate the past and future in a unique way. The bank wanted to demonstrate that they were much more than a lending institution over the years – they were there when Australians needed them most.
Around a fully integrated above-the-line campaign, we created a mobile-first website in the form of a museum exhibiting the bank's rich Australian history. We created a colossal amount of videos and content, taking users from the past into the present, demonstrating how the Commonwealth Bank was key in helping build the foundations of what Australia is today.
The site then prompts users to 'have their say' about what they'd like from the future, collaborating ideas for the bank's next 100 years – then funding some of those future dreams.
The campaign helped change the perspective of many Australian’s, helping them show that the Commonwealth Bank has helped the country in the past, and will do so in the future. As a result, new loans and accounts increased dramatically – pushing the bank further towards its dream of being number one in customer service.
Integrated Media Award – Best in Show (Financial)
Integrated Media Award – Best in Show (Banking)
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.
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.
After the success of the Property Guide App, the Commonwealth Bank had a new mobile challenge: convert their customers' smartphones into a wallet.
At its time of launch, Kaching was the world's first commercially available smartphone app to utilise NFC (Near Field Communication) technology for mobile payments. By using a compatible iCarte case with a built-in NFC chip, we allowed people to make payments at any PayPass terminal just by tapping their phone.
In addition to this, the Kaching app links to a smartphone’s address book enabling mobile and e-mail payments to contacts – and it connects directly to a user’s Facebook ID enabling payments via their social network. The app also allows contactless payments and all the regular mobile banking functionality like account balances, BPAY payments and fund transfers.
Australian Mobile Awards – Winner – Financial Information a Tools category
We had a last minute opportunity to convert a prominent Melbourne tram stop into an activation for Audi. But how could we demonstrate the amazing power of the Audi RS6 Avant without showing the car?
We allowed people to 'feel the power' of the Audi RS6 Avant.
Every time a tram pulled into the the stop, we utilised built-in 360 speaker technology to gradually hum the powerful sound of the RS6’s 412kw engine. Sensors would activate the engine sound as a tram pulled up or people could activate the sound themselves. Louder sounds of the engine revving would extenuate the raspy notes of power as the tram came to a stop – then start again when it took off.