TELSTRA BUSINESS
Fixed and Mobile Broadband Upgrade Mail Pack

PROBLEM
Due to the growing saturation of broadband amongst businesses and the price sensitivity of the market, both Telstra Business Broadband (TBB) and Telstra Mobile Broadband (TMB) pricing will be refreshed to realign with their competitors. Targeting customers who don’t have Fixed Broadband or Mobile Broadband with Telstra, we were tasked to produce a DM pack that raises awareness of the competitiveness of the new pricing, but to also show that by not having an up-to-date business broadband solution, you could be one step behind your competitor.

SOLUTION
Technology advances at a ferocious rate, particularly when it comes to broadband. And there are no half measures – your connection is either bang up to date or it’s yesterday’s news. To highlight this, we’ve taken a step back to the communications of yesteryear (and into Telstra / Australian Telecom’s history), by developing a Telegram concept. By using this format, we’re dramatising the disadvantage with being out of date, and giving them a simple, affordable solution – Telstra Business Fixed and Mobile Broadband.

VOLKSWAGEN EOS – EOS update mail pack

PROBLEM
The VW Eos was due to get a range of enhancements. Design, engineering, styling and finish were all to be updated. This would give existing drivers and prospects a reason to re-visit this luxurious convertible. Knowing our audience had a feel for the finer things in life, we needed a pack that would appeal to their senses, rather than simply talk to their rational.

SOLUTION
We created, as far as we know, the world’s fully-personalised leather letter (a reference to the new Vienna leather seats). This allowed us to engage customers not only with message, but look, feel and smell. Printing on leather presented its own set of challenges. We actually managed to break 4 different printing machines. However, the finished pack worked just as hard as we’d had to producing it.

RESULTS
The pack can be directly attributed with 56 new model sales – roughly one third of their annual sales target achieved in just 3 weeks. Client and agency happy, if not the printer.

RTA - ROADS & TRAFFIC AUTHORITY Anti-drink drive campaign ambient/DM

Temporary tattoos were left on pub counters and tables as well as given out by bar staff to patrons, alerting drinkers of the dangers and consequences of drink driving.

HUNTER BUSINESS EQUITY FUNDING – Sales Presenter

PROBLEM
Hunter have been providing funding products to the insurance industry for years. However, business equity funding is a new one for them. Traditionally, when brokers needed funding, they went to the major banks. With high stakes, competition between the banks was fierce. But brokers often felt the banks didn’t understand them. The objective was to inform the insurance industry that Hunter were now offering business equity funding. We also needed to generate sales of 50 Million.

SOLUTION
Our target was balding, overweight insurance brokers in tan suits who own their own business. They’ve become frustrated with their bank’s laborious loan application process. Hunter, as a subsidiary of Allianz, had an inherent understanding of the insurance industry. Our strategy was to leverage this understanding. Hunter had an existing relationship with brokers. We developed creative in the form of a Swahili to English dictionary, that explained Hunter’s product in plain english. This was used by Hunter representatives to engage brokers and ultimately encourage them to apply for funding via phone or their representative.

RESULTS
In just its first two months, the campaign directly generated 38 applications, totalling $40 million. Of those applications, $20 million had already been approved. On initial results, the forecast is that we’ll generate $120 million in equity funding. In addition, 2,000 of these presenters were produced for $14,530. The approved funding they had generated equates to an ROI of $1,375 for every $1 spent. That’s pretty impressive in any language!

THE BLACKDOG INSTITUTE - Depression Awareness campaign - Colour Swatch book.

ST.LAURENCE HOUSE – Homeless youth donation drive

PROBLEM
St Laurence House is a NSW charity that, each year, gets around 25 homeless kids off the streets. It was founded in1973, funding itself through an Op Shop and donations. Many of those donations came through the congregation of local churches. However, funds were drying up fast. If money didn’t come in urgently, they themselves would be homeless and all the kids they’d worked so hard to provide for would once again be left to fend for themselves.
SOLUTION
Everyone’s sick and tired of seeing homeless people in ads. Even for this charity (that dealt specifically with young people under 25), empathy had worn thinner than a street kids’ sleeping bag. We wanted to bring the problem home for the reader, emphasising just how desperate it is living on the streets of their city, their neighbourhood. Whatever we did needed to work, and work quickly. So we decided to target the congregations of the churches that had supported the charity most generously in the past. As a demographic, we discovered many weren’t local, being either new to Sydney or just visiting. That gave us an idea…
RESULTS
Raised over $12k in direct donations. One single donation amounted to $2,500. Foot traffic through the Op Shop has increased noticeably (many of whom were brandishing the map). Instead of struggling to break even, the shop is now returning a profit each month. It even topped $15k profit in a single month – the first time in its history. From staring down the barrel of closure, St Laurence House now faces a very bright future. Just as we hope many homeless kids will as a result.

SURFRIDER FOUNDATION – T-SHIRT DM PACK CLEAN OCEANS – TURN THE TIDE ON POLLUTION

PROBLEM
Official figures place the discharge from the Turimetta Head Sewage Plant at 16 million litres every day. This torrent is flushed directly into the ocean at one of the Northern Beaches’ popular surfing spots, Warriewood. The foundation wanted to specifically target the pollution as part of our Turn the Tide on Pollution campaign.

SOLUTION
There had always been local opposition to the plant. However, the action was piecemeal, lacking any real planning. Our strategy was to consolidate action, using local figureheads to raise ground support and spearhead the campaign (which would run under the Surfrider banner). We created the t-shirt to give our representatives a sense of togetherness. It was effectively their uniform. What’s more, by creating a ‘walking billboard’, we had a means by which to engage local support and unite public condemnation of the environmental disaster unfolding on their doorstep.

RTA - ROADS & TRAFFIC AUTHORITY - Heavy vehicle anti-fatigue campaign ambient/DM

This sleeping eye mask pack was handed out to truck drivers at truck stops and weigh stations. Not only was it something that truck drivers would use but it would prove to be a poignant reminder of their fellow truckies who never made it home from work.

MITSUBISHI MOTORS – Team Pajero loyalty program DM
PROBLEM
Mitsubishi wanted to reward it’s high value Pajero owners for their loyalty and also generate over 2,000 referrals to the Team Pajero loyalty program. Team Pajero loyalty program members who had previously owned three or more Pajeros were identified and encouraged to become brand advocates by referring friends and family to the Team Pajero program. The target audience was Pajero and competitive 4WD owners – both those who use 4WD’s to take their families around town and those who aspire to the dream of 4WD adventure.
SOLUTION
In keeping with Pajero’s brand essence of adventure, loyalty program members were offered automatic entry into a draw to win “a money can’t buy” trip to the start of the Dakar Rally in Portugal. Members who referred friends to the program were given double entries into the draw.
The DM pack included a t-shirt with a twist on the “I love Portugal” souvenir shirts – inviting recipients to “get down and dirty in Lisbon Portugal – the new starting point of the Dakar Rally”.
RESULTS
The program has not only grown the member base (the campaign achieved 2,800 referrals which was 40 per cent over target), but is responsible for $24.3m in additional revenue. It clearly demonstrated that TeamPajero Mitsubishi owners were the best advocates for the brand – providing reason to an untapped resource of potential prospects among friends and family.

MITSUBISHI MOTORS - Evolution retention DM ticket giveaway
Letters were sent to existing Mitsubishi Evolution drivers, alerting them to the new Colt Turbo Ralliart via movie ticket incentive. The movie “The Fast & the Furious - Tokyo Drift” starred the Mitsubishi Lancer Evolution and it’s Drift Racing performances. Tickets to the movie were inside the envelope.

LOOK SCHICK HOT - SCHICK MOVEMBER PROMOTION

NESTLE UNCLE TOBY’S - ‘MY LITTLE OATS’ CRM FACEBOOK CAMPAIGN
PROBLEM Uncle Toby’s are the market leader in the Hot Oats category, but they uncovered younger Families (children 0-6) have less household penetration and volume share and that many haven’t made the connection that Uncle Toby’s Quick Oat Sachets are for their child. The objective was to help expand market share with a new audience, to engage with these NEW customers through a specific “hub and influencer” program to achieve sampling of 200,000 sachet packets. Instead of using traditional media, new media was were we’d find & engage our target audience. We needed mum’s to - Think: Oats are a great breakfast for my pre-school child. Feel: Providing Oats makes me feel like I’ve done something good for my child. Do: Purchase Oats on a regular basis for my kids breakfast. SOLUTION To achieve our objective we came up with “MY LITTLE OATS”, more than a program name, it’s a place where mum’s could go to and learn about the benefits of oats for breakfast, engage with other mum’s through a Hint’s and Tips section, and through incentivisations such as giveaways, sample a bowl of nourishing oats. It would also provide tools for Mums to create and share warm moments with their little ones and their friends. For example, our first activation, creating your own personal placemat, would enable mum’s to share a warm moment with their child and help them start a breakfast routine. Future activations and engagements such as “Little stories”, (personally created short stories to read over breakfast), will continue to engage existing and new customers. RESULTS As the campaign is only in its launch phase it’s too early to give definitive results, however, we are well on our way to already achieving our goals to grow household penetration of Oats Quick Sachets from 20.7% to 25.2%, and also recruit 265,000 additional Aussie mums to provide Uncle Toby’s Oats Quick Sachet to their families for breakfast – which equals to 4.5% household penetration.

WWF – WORLD WILDLIFE FUND Global Warning Screensaver

PROBLEM
Our agency introduced a Green Council to ensure that as a company we were doing as much as possible to conserve the environment. Their first initiative was to get people to turn off their computers and other electrical equipment when not in use. It contributed to a 27% cut in our electricity bill. And inspired us to take action of a different sort.

SOLUTION
Aquarium screensavers are huge. Pretty much everyone has one on their machine now. It struck us as deeply ironic that the beautiful, pristine oceans which appear when people leave their computer on are actually disappearing because they do. By creating our own screensaver, we were able to put the solution to global warming at the very heart of the problem. Our screensaver was different in that over a small period of time our fish and coral would actually disappear right in front of your eyes. What’s more, because of the medium we chose, our message will appear each and every time they forget to turn off their machine, but not if they don’t. It’s the ultimate in targeted marketing.

RESULTS
It’s too early yet to collect results. But if there are any fish and coral left in twenty years time, we’ll consider the project a success. WWF are currently in the process of distributing the screensaver to 300,000 people from their database. We are also working with them to investigate ways of spreading it even further.

VOLKSWAGEN YOUVW PORTAL - CRM PROGRAM
Despite attracting a fiercely loyal customer-base, VW Australia had no offficial hub to engage owners online or to deepen brand experience. Starting out as a simple questionnaire, the YouVW portal is now growing into a complete hub for all things VW.

VOLKSWAGEN YOUVW PORTAL - CRM PROGRAM
Despite attracting a fiercely loyal customer-base, VW Australia had no offficial hub to engage owners online or to deepen brand experience. Starting out as a simple questionnaire, the YouVW portal is now growing into a complete hub for all things VW.

BLACKDOG INSTITUTE – DEPRESSION AWARENESS BANNER
Interactive banner ad showing what it’s like living with depression. To live in a world devoid of life and colour.

MITSUBISHI MOTORS – Colt Cabriolet launch – Hot new look from Italy.

2 rich media banners that are synced to each other. The roof comes down on the cabriolet, the model’s hair blows into formation. This launch co-incided with Fashion Week.

NEUROSCIENCE INSTITUTE OF SCHIZOPHRENIA & ALLIED DISORDERS DONOR AWARENESS & ACQUISITION CAMPAIGN
This flash email was sent to unsuspecting recipients and when opened, automatically types out a confronting message representing the delusional paranoia schizophrenia sufferers deal with daily.

HYUNDAI KONA – online promotion

Hyundai wanted to really drive dealer visitation during the launch of the Kona, their new small SUV model.

This web-based promotion drove footfall by ensuring that every single person who registered their details won a prize of some sort. To redeem their prize all they had to do was visit their local Hyundai dealer.

MORNINGSTAR – ‘Transparency in investing’ online campaign – Banner ads

AUSTRALIAN RED CROSS BLOOD SERVICE 1 IN 3 Facebook app

PROBLEM
1 in 3 people will need blood, but only 1 in 30 actually donates. How do you get your fellow Australians to think about giving blood, and how do you get them to spread that message?

SOLUTION
Create a Facebook to make the message more personal and use your friends profile pictures as part of the message. We developed a simple and effective app so that spreading the word was simple: Pick two friends and post a personalised banner on your wall and theirs, to highlight that you, or your closest friends and family, will very possibly need blood one day.

RESULTS
Facebook removed the app in three hours. In that time we had increased the number of likes on the Blood Service page by over 10%, achieving better results than the annual ‘National Donor Week’ and their highest ever recorded. We also increased active users on the page by 27% during that time, with zero advertising spend.

MEN’S GALLERY – SEXPO AMBIENT

PROBLEM
How do you make sure that the punters will visit your stand amongst hundred’s of others at Sexpo?

SOLUTION
We dressed all of the light and telegraph poles around the forecourt and entrance to Sexpo with the Dancing Girl’s garters and stuffed them all with dancer dollars. The Men’s Gallery dollars were redeemable for a free entry pass to the actual club once they were presented at the Men’s Gallery stand inside the exhibition. It proved a great and cerebral way to show how Men’s Gallery was “Making Poles sexy”.

RESULTS
One Hundred Dancer Dollars were printed and everyone of them was returnded and redeemed at the Men’s Gallery stand. They were then returned to the garters outside and contnued to work for us over the entire Sexpo exhibition weekend. Men’s Gallery saw a major jump in patrons to the club in the ensuing few weeks, all there to see how the Dancing Girls were making the poles sexy.

FREEDOM STATES ALLIANCE - Anti-Gun Clock Ambient/DM

This working clock was sent to members of local council, journalists, radio stations and high schools. The clocks proved to be a real talking point, resulting in editorial in newspapers and magazines as well as free air time on local radio. They also served as an effective new media channel in themselves.

OPSM TACTICAL AMBIENT

To show that OPSM ‘looks deeper’, and that their technology is superior to their competitors, we hi-jacked the carparks in shopping malls where OPSM & Specsaver stores were situated.