B16. Best Integrated Marketing Campaign

Gold
CAMPAIGN
Volunteer to Promote Volunteering
AGENCY
Leo Burnett Melbourne
CLIENT
SEEK Volunteer
BRAND
SEEK Volunteer
DETAILS
CAMPAIGN SUMMARY
Without the help of volunteers most charities would cease to function. The reality is, that every year over two thirds of Australian charities struggle to find enough volunteers.
10 years ago, SEEK (Australia’s leading jobsite), volunteered to create a website to make it easier for all Australian charities to find volunteers. But with limited marketing support, awareness of the site remained low.
We wanted more people to know about SEEK Volunteer, so we started a campaign to raise awareness of the service.
Our creative solution: launch a mass participation idea that would remind the whole country of the feeling of satisfaction and purpose that comes from being a volunteer. Australian industry and individuals would be given the opportunity to become our media volunteers. They would take our message and volunteer to spread it through the media channels they owned and had access to - whether that space be a large scale supersite, a prime time TV spot, a blog post, celebrity tweet or even an everyday postage stamp.
Our goal was to amplify the US$76k budget and create enough impact, not only to drive awareness and site visitation, but actually increase the national volunteering rate.
The results:
• Volunteer sign-ups rose by 557%
• Over US$2M media value created from an initial investment of just US$76k, a return of 1:26
• An estimated US$14M of incremental labour value created for Australian charities – with a ROMI of 1:183.

OTHER CONTRIBUTING COMPANY
IKON, Australia, Melbourne

CREDITS OF PEOPLE
Jason Williams, Executive Creative Director, Leo Burnett Melbourne
Andrew Woodhead, Creative Director and Copywriter, Leo Burnett Melbourne
Justin Nagorkca, Art Director, Leo Burnett Melbourne
Ben Cliffe, Planning Director, Leo Burnett Melbourne
Ari Sztal, Group Account Director, Leo Burnett Melbourne
Michelle Whitesides, Account Manager, Leo Burnett Melbourne
Katie Balfe, Media, IKON
Skye Boag, Media, IKON
CAMPAIGN
Dumb Ways to Die
AGENCY
McCann Melbourne
CLIENT
Metro Trains
BRAND
Metro Trains
DETAILS
CAMPAIGN SUMMARY
With more that 42m views on YouTube, 3 million+ social media shares and a reduction in rail related accidents in key accident areas of 31% since launch, Dumb Ways to Die is one of Australia’s most successful integrated campaigns ever.
“Be Safe Around Trains” is a message that young Melbournians needed to hear. Injuries and deaths were on the rise in key metro rail accident areas. However, rail safety is not the most pressing issue concerning Australian youth. Additionally Metro’s on-platform safety activity was being drowned out by outdoor advertising, making Metro’s campaigning almost invisible.
We needed to do something that was disruptive and worth paying attention to. With a limited media budget we couldn’t simply shout louder. Instead we needed to embrace the power of the digital native and their power to consume media when and where they want.
Our strategy was to turn a message young people needed to hear, into a message they wanted to hear and share. And importantly create content that would get the attention of media in order to generate the publicity we couldn’t afford. Importantly, we had to do all this whilst ensuring we avoided any of the category clichéd, parental type messaging our target had effectively become immune to.
At the core of the campaign idea was the music video, Dumb Ways To Die. Seeded through social networks native to our target market, Dumb Ways To Die became a global phenomenon, and quickly demonstrated a tangible change in behaviour.

CREDITS OF PEOPLE
Executive Creative Director: John Mescall
Creative Director: Pat Baron
Copywriter: John Mescall
Art Director: Pat Baron
Animation: Julian Frost
Illustration: Julian Frost
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Strategy: Adrian Mills
Senior Producer: Mark Bradley
Producer: Cinnamon Darvall
Lyrics: John Mescall
Composer and producer: Oliver McGill
Metro Trains General Manager, Corporate Relations: Leah Waymark
Metro Trains Marketing Manager: Chloe Alsop
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters