The Shortlist
CAMPAIGN
Target Putting the Toy Back in Toy Sale
AGENCY
UM
CLIENT
Target Australia
BRAND
Target
DETAILS
CAMPAIGN SUMMARY

Australian toy sales had become boring; retailers shouted ‘sale’, ignoring ‘toy’. Mums behaviour had changed, they were failing to see toys as kids do; full of imagination.
 
Consumer Insight: The true value of play needed to be reignited.
The retail landscape grew more aggressive and Target struggled to be heard. We investigated ways of rediscovering their lost voice. While others targeted awareness, we identified direct causation from consideration to sales.

Our goal: Increase consideration by 4%.
Target needed to make toys the heroes again. In a market that chased quantity of interactions, we chased quality.
 
Our idea was shamelessly simple. Remove the barriers. Take toys out of their boxes and bring play straight to mum.
 
The Strategy: Bringing Toys to Life.
 In the new digital world everything can be playful. Analogue channels become interactive, transactional and educational; driving mobile to the heart of our campaign.
 
Audiences were inspired with magical augmented-reality animations, videos and wallpapers, experiences never before offered by an Australian retailer.
 
Static catalogues, POS, and outdoor posters transformed into interactive, living 3D experiences through a simple scan.
 
Results:
Consideration up 14.1% month-on-month.
Over 28,000 downloads - No.3 iTunes Entertainment.
Over 151k animations viewed.
Average 28.5 engagements/page-views per user.
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
Shop Elsewhere
AGENCY
Ogilvy & Mather Group, Hong Kong
CLIENT
Shop Elsewhere
BRAND
Shop Elsewhere
DETAILS
CAMPAIGN SUMMARY

Hong Kong is a famous shopping destination, yet independent designers struggle to gain new clients. As they can’t afford prime store locations or big marketing budgets, we created Shop Elsewhere - an innovative approach to business and unique in-store experience to help them gain new clients.
 
Shop Elsewhere is a designer ecosystem created to recommend each other’s products to their shoppers.  Shoppers scan QR-coded tags on items in-store that suggest another item to buy from another collaborating store, along with details and map to this store. With this cross-referral model, each designer grows their reach and creates an added-value experience for customers, who trust the recommendations of their favourite designers.
 
5 designers collaborated within the first week offering recommendations for more than 40 combinations and it is still growing with now nearly 20 designers participating.  It has featured in marketing and lifestyle media, and received interest from independent designers from abroad and B2B companies, like American Express, now considering adapting the ecosystem for its own business model.
 



CAMPAIGN
Gains without Stains
AGENCY
OMD
CLIENT
Nivea
BRAND
Invisible for Men
DETAILS
CAMPAIGN SUMMARY 
 
Our media task was to support a male deodorant with the USP of minimising stains on the underarms of clothing, whereas most deodorants are designed to simply reduce or eliminate natural odours cause by sweat.
 
Our core insight was that in order to generate demand, we needed to make the target audience self-conscious of how regularly they might be exposing their armpits and to feel a social awkwardness as a result.
 
This personal hygiene issues, needed a personal communication medium so we devised a smartphone strategy. Knowing the 20-40 male audience were avid gamers, we created a mobile rich media banner based on the phenomenally popular Paper Toss app. Using the accelerometer in the device, the gameplay encouraged the user to subconsciously elevate their arm. Once the game was over, the user was confronted with a message highlighting the fact their armpit was on display for all to see.
 
Our strategy was: “Exploiting the most personal medium to highlight a personal problem. Causing pain through game to emphasise stains”.
 
The game concept saw huge traction with consumers, delivering engagement rates of 85%.
 
Most importantly, sales increased by 4% to take a dominant 48.2% market share in the male deodorant category.
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