Grand Prix – Best Use of Data
2016 WARC Awards
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.
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.
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!
2016 WARC Awards: Grand Prix – Best Use of Data
2016 WARC Awards: Gold – Best Use of Data
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
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.
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 are now producing the biggest boost with the campaign being talked about and spread throughout major press and TV shows.
EVENT COMING SOON
On August 27th 2017, the town with the most number of taps per capita (Queenstown) was then chosen to host the game of at their local park – soon to be broadcast live to the nation on October 28th 2017.
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.
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.
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.
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
The client’s brief was simple: create entertaining video content around our core brand positioning of ‘MOTHER made me do it’.
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.
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.
2017 Australian Effie Awards – Use of Data – GOLD
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.
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.
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
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.
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.
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)
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.
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.