SAFCOL were being drowned out by John West and other competitors. So we investigated the product and its competitors; we opened up every brand of canned tuna side by side. Suddenly, our insight became clear: you can see it's better.
One for the fridge
This arrived in the mail today. It was for this.
Harley-Davidson Judgement Day
The brief
Launch the new Forty-Eight Sportster: an entry level Harley with less balls than the rest of its family. With a 'creatively inspiring' budget.
Mandatories
Incorporate a dealer build off to promote the Sportster's history of customisation ('incorporate' meaning 'must be at centre of the idea.')
Our solution
Harley-Davidson Judgement Day. 48 dealers have 48 days to customise their own Forty-Eight. Day 49 is Judgement Day: Harley fans choose the winning bike and Harley-Davidson decides which fan is worthy enough to win their own brand new Forty-Eight.
Execution
We built an entire website that linked with Twitter and Facebook (can anyone else smell case study?) to gain as much exposure as possible. To win the new Forty-Eight, users had to complete 48 'tasks of devotion.' Tasks included interacting with the website, dealers and other users, as well as getting more people to join the competition.
The main media campaign extended to rich media banners, print, EDM, social media as well as original, branded content in partnership with One HD. Please be advised this video contains Guy Sebastian and Ronan Keating.
I could rattle off a list of 360 degree user-impressionated resultistics that would look good as flashing supers over The Temper Trap. But the best result was simple: the Forty-Eight completely sold out across Australia and NZ in only 12 days.
Digital: RSVP topical campaign
June 24th, 2010: Kevin Rudd suddenly steps down as Prime Minister after losing a popularity contest with Julia Gillard. Kevin tearfully chokes through his press conference, as though he'd just been told by his girlfriend 'it's over.'
We knew there would be a swarm of topical print ads the next day, but we also we knew we could get in first with a quick digital campaign for online dating website, RSVP.
We also quickly created an RSVP profile for the recently dumped 'Kev07.' Under 'What I'm Looking For' we wrote:
"I'm looking to increase my network. I'd like to be more popular. I don't feel I'm in a position to be picky- but please, no redheads."
Our topical campaign was deemed best of the bunch by The Australian.
Print: Alzheimer's Australia
Due to increased competition, Alzheimer's Australia found it increasingly difficult to acquire bequests from their ads in the classifieds section.
So instead of running the same ad in the oversaturated 'Memorial Gifts', we ran this new creative in 'Birthday Greetings.'
The creative only ran on days with no birthday wishes booked in (on average, once a week.)
Outdoor: Scouts Australia
Instead of running outdated ads as an attempt to arrest declining sign ups, we pitched and produced this new campaign. As a result, Scouts Australia saw a 10% membership increase (their biggest in fifteen years.)
Print: Harley-Davidson 'Legends'
Harley wanted to launch their official, second-hand bike program in Australia with adapted creative from another market. We weren't feeling the orgy of bullet points and stock photography. So we tried to create something a little better. This was the result.
Subscribe to:
Posts (Atom)