Branded Content

The Shortlist
CAMPAIGN
Taking the Gloss off Tourism Marketing with the Remote Control Tourist
AGENCY
Clemenger BBDO Melbourne
CLIENT
Tourism Victoria
BRAND
Melbourne
DETAILS
CAMPAIGN SUMMARY

Destination marketing in Australia could colloquially be described as ‘Tourism porn’.
 
‘Tourism porn’ is a rose-tinted visualisation of a destination:  60 seconds of beautiful people, impossibly gorgeous landscapes, sumptuous food, and the sandiest sandy beaches imaginable. 
 
However, this wasn’t always the case. In a highly rational category twenty years ago, Tourism Victoria embraced a more emotive communications platform. This fresh approach successfully positioned Melbourne (Victoria’s capital city) as a romantic cultural hub with hidden laneways, foodie hang-outs and multicultural diversity.
 
But with success came imitators. And a style that was once unique became more and more clichéd and generic.
 
Not only was the category’s use of channels becoming similar, it had also failed to change with the times. The information age had given people unlimited access to the ‘real story’ online through peer review websites. Yet seemingly nobody had rethought how to engage people in this new world of consumer control.
 
The ‘Melbourne Remote Control Tourist’ campaign embraced this change, and invited people to discover the real Melbourne themselves.  No soft focus, no scripting, no retakes. The campaign got the world talking, with people from 3,888 cities taking part and over 150 million media impressions earned, at a conservative value of $3.7 million.
 
CAMPAIGN
MILO Cans Twisted Football
AGENCY
Ogilvy & Mather
CLIENT
Nestle Products
BRAND
MILO
DETAILS
CAMPAIGN SUMMARY

When your brand is THE staple drink of every kid in the country, chosen by mums for its nutritional, energy-giving properties, entering the beverage world of teens, a polar opposite world of lifestyle, out of home and social consumption seemed like an impossible task.
 
As a brand that stood for nutrition and energy, MILO’s 60 year legacy was that of a ‘must have’ drink to give to growing up children in Malaysia. But being the No. 1 choice for mums also made MILO one of the least preferred beverage choices for teens desperate to shed their ‘kiddy’ image.
 
Despite having the right ready-to-drink, canned format for teens who spent most their time out of home, sales for MILO Cans were stagnating after the initial success of its ‘Next Games’ campaign in 2011.
 
This entry describes how MILO Cans successfully leveraged its learnings from the previous year to seize the attention and imagination of teenagers nationwide with ‘Twisted Football’.
 
Our strategy, “Empowering teens to redefine the game” was activated where it mattered most to teens; online and on-ground with an integrated campaign that seamlessly blended on-ground activation, ambient media, digital content and social media into an engaging experience that invited teens to reappraise MILO.
 
Twisted Football shattered every KPI set; recruiting nearly 140,000 new Facebook fans, increasing trial amongst teens to over 67%, raised average monthly volumes by almost 10% (beating Coke by a wide margin) and ultimately sold over 430,000 more MILO Cans compared to the previous year.
CAMPAIGN
FootifyFM
AGENCY
Clemenger BBDO Melbourne
CLIENT
National Australia Bank
BRAND
NAB AFL Sponsorship
DETAILS
CAMPAIGN SUMMARY

The Australian Football League (AFL) is one of the most popular sports in Australia, where it is commonly known as ‘footy’. As Australia’s home-grown football code it’s tightly woven into the fabric of culture and deeply embedded in the nation’s consciousness.
 
As a major sponsor of the AFL for over 10 years, the National Australia Bank (NAB) has forged a trusted relationship with the footy community. But as digital technology began to transform the fan’s relationship with the game, NAB recognized it had to evolve its own relationship with footy. 
 
At the start of the 2013 season NAB set out on a unique mission to ‘Footify Australia;’ the cornerstone of which was ‘FootifyFM’ – an ambitious plan to live-stream commentary of the end-of-season Grand Final in 10 languages.
 
Through an innovative use of second screen media, the use of social media to find the commentators and document their journey, alongside a tightly integrated partnership with key media partners, we achieved a great result, with over 40,000 streams of the commentary from 25 countries.
 

CAMPAIGN
Tai-Chip-Hop
AGENCY
Fred & Farid Shanghai
CLIENT
Domyos - Oxylane Group
BRAND
Domyos
DETAILS
CAMPAIGN SUMMARY

French fitness brand Domyos wanted to emerge in China but there was a problem of credentials, because France is not the country of sports, even less of fitness.
 
The brief was to create immediate affection for Domyos in China, not to be perceived as French but as the only International brand making benefits and pleasure of fitness accessible to all.
 
Instead of pushing fitness rules, we conceived a tailor-made sport for chinese people, by re-inventing the traditional in a modern context: finding the most known ancestral sport in China which fits with Domyos’ discipline (Tai-Chi-Chuan), and to mix it with the best western sport that can echoe (Hip-Hop). We named it Tai-Chip-Hop.
 
Tai-Chip-Hop was promoting through a video star introducing the gesture, which inspired many parodies, a giant training area in Shanghai, an initiation tour in China and an online platform with tips to learn.
 
During 7 weeks of orchestration, Domyos sales went over 80% and 479,798,778 netizens follow the Tai-Chip-Hop story on chinese social media Weibo
 
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