Media Strategy for National Brand Development

Bronze
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
Pamilya On Guard
AGENCY
MediaCom Philippines
CLIENT
Procter & Gamble Philippines
BRAND
Safeguard
DETAILS
CAMPAIGN SUMMARY

Anti-bacterial soap Safeguard had been the number one soap brand in the Philippines for decades, but in 2013 that position was under threat as increasingly affluent consumers worried less about germ protection and more about beauty, turning to rivals offering moisturising and whitening.
 
We knew that mothers were the main caregivers in the family, but interestingly they also had the greatest affinity for news and current affairs. If we could use that thirst for news to educate mums about the need for germ protection, we could get Safeguard back on the shopping list.
 
We created a brand new breaking news service, Pamilya On Guard, focused on hygiene risks. We partnered with the country’s leading media network, ABS-CBN, to create a team of reporters to identify daily news that was relevant to the brand. Content was aired on TV, radio and the ABS-CBN website and mobile app. We even had our own news section on Facebook and used Twitter to push new content.
·         Sales grew by nearly US$2m during the campaign
·         Unaided Brand Awareness +232% amongst target market
·         Pamilya On Guard now attracts higher ratings than ABS-CBN’s own news breaks
 
Partners
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