August 10, 2007 - by Katie Chatfield
Cinema Patrons Bowled Over
When was the last time you went bowling? The type of bowling with ten pins, a ball and a pair of shoes fit for a clown!I am guessing that it was years ago and a friend organised it for their birthday. Now, what was the experience like? After the initial reaction of 'what the hell am I doing here' you probably had a great night.
The challenge we faced was to help AMF reignite the bowling flame.
We needed to shift cultural perception of its brand, as people were simply not bowling.
The insight, showed people have a set group of activities when they go out with friends and plan their next get together, while they're out.
The insight, showed people have a set group of activities when they go out with friends and plan their next get together, while they're out.
To
force reconsideration of behaviour we aggressively set out to
infiltrate this entertainment hierarchy through comparative
communication via the cinema experience.
Results show for every $1 invested $1.75 was returned in incremental revenue.
This article is posted in CASE STUDIES
July 30, 2007 - by Katie Chatfield
Creating Baristas at Home
Sunbeam isn't a European brand or a coffee specialist so people didn't really believe they made good coffee machines.
The brand lacked legitimacy and was being excluded from people's shortlists.
This was a fundamental issue that previous advertising had not addressed.
In overcoming this, Sunbeam had re-defined the terms of being a credible coffee brand. Credibility came from a new brand experience that turned their customers into experts.
It also meant re-defining the channels to communicate with the market. This lead to establishing Australia's largest ongoing coffee school, embarking on a new publishing venture, and seeking fame for a little-known spokesperson.
The radically different approach earned Sunbeam the credibility they were lacking; the top market share position within six months; and an incremental profit of $1.40 for each marketing dollar spent.
This article is posted in CASE STUDIES
June 30, 2007 - by Katie Chatfield
OMG! Pepsi Light
OMG! Pepsi Light was in danger of being removed from the shelves. This was in the face of one of the biggest soft drink launches in Australia. Swift action needed to be taken.
The task at hand was to create a communications plan starting from a blank canvas. OMG! Moments were identified as the key rich emotional territory that bonded women together. These OMG! Moments formed the basis for the facelift for Pepsi Light.
OMG! Moments paved the way for the channel strategy that focused on creating branded content using celebrities as catalysts.
Encouraged by celebrities sharing their OMG moments women shared their own in a public forum.
Distribution and sales lifted ... Pepsi Light is a survivor.
This article is posted in CASE STUDIES
June 1, 2007 - by Katie Chatfield
Pimp Your Smile Up
Are your teeth white? Well they might be, but do they shine? Unless you have been using Macleans White & Shine (W&S) then probably not!Our task was to create the launch communications plan and demonstrate the end result of the new product (shinier teeth) in a competitor dominated toothpaste market.
It's not often that a product launch with globally influenced channel selection and creative would enter into media strategy and planning awards.
However, the communications planning team believed that there was room to develop the global creative into more effective communication via its media strategy!
Based on the consumer insight "confidence behind the smile", and that confidence meant a transformation for consumers, the media strategy influenced the local creative brief with an emphasis on transformation.
The media idea "Pimp Your Smile Up" left its mark on all creative work (transformed) executed on TV and outdoor.
As for results, Australia was the most successful W&S launch for GlaxoSmithKline (GSK) global, growing Macleans' share13%.
This article is posted in CASE STUDIES
January 26, 2007 - by Katie Chatfield
Keeping Lamb Fresh
A winning formula is a great thing.
But when it comes to piquing public and media interest, one needs to be anything but formulaic.
This was the challenge for Lamb approaching their third year using Sam Kekovich as the pro-Australian voice for the brand.
The enduring popularity for the Australia Day "rants" by Sam allowed the team to take a bold approach and elevate the campaign way beyond its historical success.
An address to the nation, a national tour, political-style ads and suburban front yards as a medium generated free media at a value of six times the money spent in executing it.