This year we had the privilege of relaunching Australia’s most iconic department store, Myer. The fast-changing landscape of retail had hurt Myer’s reputation, particularly among young audiences, who have come to prefer shopping online.
Our solution was more than an advertising concept or end line; it was a brand ambition for Myer to bring wonderful back. With this brand promise now in market, we look ahead to establishing it, not just in communications, but also in the DNA of the company.
Most speeders believe they’re skilled enough to drive over the limit. And that it’s everyone else who’s the problem.
Instead of resisting that belief, we launched a campaign that supported it. And it had an unprecedented effect.
The world shared it. Countries asked to use it. TED Talks chose it as one of 10 Ads worth Spreading in 2014. The Gunn Report ranked it the third most awarded film commercial in the world.
More importantly, Mistakes created a new conversation about speed amongst people who had stopped listening.
And drivers on New Zealand roads dropped their speed. 2014 saw the lowest mean speeds since the road safety campaign started in 1995.
When it came to another year of AFL acquisition for Foxtel, our challenge was clear – how do we get people to pay for sport when the free offering is good enough?
Speaking to an AFL Club Member audience who had heard Foxtel’s message three years running, and with no new product features to announce, we needed to do more than just ‘tell’ them that subscribing would give them a better AFL fan experience.
A world first in wearable technology, Alert Shirt literally connects fans to the game, allowing them to feel what the players feel live as it happens. For the first time, fans could go beyond their emotional connection with a team and connect to their team physically in a way that would heighten their enjoyment of the sporting contest.
To bring the Snickers brand campaign of “You’re not you when you’re hungry” to Melbourne, we took over a construction site in the CBD – a destination of over 100,000 daily commuting workers.
We replaced the builders on the site with actors, then flipped their stereotypical behaviour by having them shout out empowering statements to unsuspecting members of the public.
Not only did this stunt bring the idea into the real world, but films of it were also distributed to blogs and websites and seeded with influential mass media outlets. It was seen by an audience of 3.5 million in 194 countries and shared over 680,000 times.
Young men love two things. Girls and food. So, when Hungry Jack’s launched four new flavour variants of the Whopper, we let our target audience know about them in the best way possible –– on the social ‘hook up’ platform, Tinder.
We created Tinder personalities for the Whoppers and uploaded them. We crafted flirtatious dialogue that positioned our burgers as the object of their desire and promoted them to get in store to ‘meet’ them. The campaign resulted in a 20% increase in Whopper sales.
Dogs are often home alone and can get stressed. Experts recommend leaving the radio playing. The problem is, it’s radio for humans. To keep them company, PEDIGREE launched K9FM designed just for dogs.
Drawing on research that found classical music calms dogs down, ambient sounds keep them stimulated and a relaxed voice eases their separation anxiety, we created hours of original content to play all day, every day on 87.7FM.
K9FM provides dogs with everything from virtual days out (recordings of sounds from a beach or park) to dog stories to interviews with experts about frisbees. Earned media coverage has reached NZ$230,000 – more than 10 x our total campaign budget.
The world is in love with food and wine, and more people than ever are travelling on their stomachs. Recent research shows that food and wine is the third biggest driver of international tourism, behind being perceived as a ‘safe, secure destination’ and ‘providing value for money’.
And yet, Australian food and wine is constantly underestimated.
Among those who haven’t visited Australia, only 26% of people believe we have a good food and wine offering. Amongst those who have visited, Australia soars in the rankings to be amongst the best in the world between culinary giants France (1st) and Italy (3rd).
Our task was simple, to close the gap between perception and reality when it comes to Australian food and wine so people choose Australia for their next holiday destination.