The brief was to create an integrated Campaign that established Coors as the official beer of Halloween in Australia and make it relevant and memorable to our millennial target market. Halloween in Australia has somehow lost its way with people dressing up as just about anything they can pull together. Coors set out to change this by combining occasion with the product benefit, making Halloween 2016, SCARILY REFRESHING.
As part of the campaign ‘Night of Frights’ events were hosted across the country where partygoers were transported to the scene of a horror movie via VR and bar staff/bars were treated to a spooky makeover. To create hype and awareness in the lead up to these events we released a prank video on social media.
#coorshalloween resulted in an online reach of over 2 million with the prank video being shared over 170, 000 in just the first few weeks and resulted in a sales uplift of 21% on bottles and 360% on cans.
Coors Halloween 2016
Pitch Black Gig
Music gigs have become all about the visual. Filming clips on your phone to prove you were there. But the sound quality of those clips is crap. And isn’t that what a gig is really about? Music so loud and clear you can feel it in your lungs.
To get people to listen again we created a gig-in-the-dark. The complete dark. The pitch black. With band-of-the-moment, Friendly Fires. But you couldn’t buy tickets. We wanted real fans to be at this show. Tickets were won through radio stations and a fly-poster comp.
The logo and web address were posted around London. Online fans were instructed to snap the poster and upload it. Every pic was a chance to win tickets.
The gig created buzz among real fans. And the music press liked it too.
Breast Cancer Care Live Billboards
A freebie slot became available on JC Decaux’s brand new, live feed billboards at Euston station. The catch? We had a week to create an ad to showcase the techy wizardry of the ad space.
It happened to be October – breast cancer awareness month. So we reminded rail passengers to give themselves a little check up while updating them on the goings-on in the world.
Breast Cancer Care - Euston Station
The new Pleasure State My Fit range offers a bra for every occasion. From the modest lift of HMO to the knock you out push of OMB. Our challenge was to launch the range and communicate the benefit of each bra in it.
How much cleavage was appropriate for what situation seemed to be a point of discussion around the office, so we put it to Australia. What is Cleavagely Correct? When is it ok to get the boys out and when is it best to keep them at bay?
To kick it off we flew a 'subtle' banner across the Sydney skyline and started the conversation on facebook. Proving to be a popular topic of debate each post had around 800 comments.
The campaign was supported with print, POS and radio. It was also picked up by several primetime shows on TV.
Cleavagely Correct- Case Study
Australian Women's Fitness
Your standard fitness magazine can be pretty serious about getting in shape. It's all about getting your body bikini ready and strict diets to get those thighs toned.
Australian Women's Fitness magazine provides a balanced view of staying healthy. It shows you how to get fit and have fun doing it.
To launch it we brought to life some of the content in a print/TVC campaign whilst highlighting the boring nature of the competitor mags.
Australian Women's Fitness TVC
American Express Going Once
American Express credit cards give you benefits. Benefits you can’t get with any other card. Benefits like £5,000 holidays for the price of a trip to a caravan park.
goingonce.co.uk was such a benefit. Created just for AMEX card holders, the site gave customers a daily chance to bid getaways in a price-drop auction. The more members bid, the cheaper the trip.
As this was no ordinary site, it needed an extraordinary, integrated campaign to tell existing and potential card-holders what holidays were on offer – and to get them before they were gone.
Through stunts around London and DM we showed dream holidays being 'stolen' by passers by – and pigeons.
For Florence, a 13ft Michelangelo’s David stood in Central London for a day. The local pigeons got stuck in and by dusk, the statue was gone – as was the holiday on the site.
490,000 people saw the stunts, 5,000 leaflets were handed out and 3,000 sweets with the url were chomped. And this all added up to a 750% increased average click through rate to the AMEX site.
Magnum Temptation is an enticingly chocolately ice cream. Marketed in Europe with a big bucks heist-themed TV ad, the women of the UK demand something a little cheekier. So we tempted them with the chance to become online thieves, while getting away with a few of their favourite things and a discount on the new ice cream.
And tempt them we did. Nearly 75,000 women played the game – a 288% increase on the forecast. They spent an average of six minutes interacting with the site, 40% of which downloaded the discount voucher. Yum.
Breast Cancer Care
Breast Cancer Care, who are they, you may wonder. They’re a charity that supports 1.7 million people affected by breast cancer every year. If you haven’t heard of them it’s not a bad thing. It means you haven’t been touched by the illness. But every year the number of people being diagnosed goes up and Breast Cancer Care’s helpline, forums and one-to-one sessions are needed more than ever. So they need more donations. But to create donations they need to tell people who they are. And what they do. But we couldn’t do that with a nine-word headline.
So we entered a cross-track tube poster into the CBS Outdoor long copy challenge.
Our entry was shortlisted in the top 20 (out of 500 entries). And people were queuing up to read it on the awards night.
Politicians. Love ‘em or hate ‘em? What if they were spoof politicians campaigning for the love or hatred of Marmite?
To coincide with the general election, Marmite asked the nation to vote for the Love Party or Hate Party. Alongside ATL broadcasts and digital hubs, the voting public were sent satirical door drops and encouraged to show their support for the Love Party with a pack of campaign materials (who won by 51% of the vote).
Marmite are an innovative bunch. Not satisfied with yeast extract-on-toast they started to experiment with Marmite flavoured savoury products. First came cashews and crackers. Now there’s the world’s first savoury cereal bar.
To introduce the bar to the unknowing public we asked the question – what Marmite product would go too far? And then we sent it to them via DM.
Marmite toothpaste caught our audience’s attention and imagination. Coupon redemption exceeded the target by 81% at 5.47%. Facebook views increased by 135% and 3,000 new fans joined in. And the packs were highly sought after – one sold on eBay for £17.
And if you happened to be wandering through a train station it’s quite likely you were handed a bar and invited into a booth to try it and capture your reaction on film. Over 250,000 people took a big bite of the new bar – 4,500 on film. These reactions were then played across London underground digital media - billboards and escalator panels. From the faces they pulled most weren’t loving the new Marmite snack.
Aqua Ball Water
The brief was to launch a quirky new brand of kids water that was jammed packed full of vitamins. Not only was it cool to look at it was good for them too!
Breast Cancer Care
Every summer Breast Cancer Care supporters hold community tea parties to raise money for the charity. They help thousands of people get through tough times every year, but constantly need to fundraise to help thousands more.
To encourage more people to get involved, we sent potential supporters a simple, compelling reason to help.
And the results were sweet. The audience liked it, giving a 4.2% response rate. And the industry liked it with a DMA silver award.
Pretty old school this now, but an early fav. The challenge was to launch an exciting range of Mediterranean dips to NZ. (Back in the day when fancy hummus was a BIG thing). The problem was they were called Lisa's and there was nothing exotic sounding about that.
Not only did this campaign allow us to prank call supermarkets, but years later Lee-Sas was still being joked about by Kiwi's when they took their favourite dip to a party. Making into the vernacular was a pretty sweet thing.