Marketing Case Studies
UK Building Society - Nationwide takes differentiation to the front line
(Details courtesy of Forrester Research; The UK’s Nationwide Puts Its Members First; 2007. A complete copy can be downloaded here) Background For mutual organisations like building societies, its shareholders are its customers and are often referred to as members. As the largest remaining mutually owned building ...
More Case Studies
The International Fund for Animal Welfare (IFAW) 'Project 551' - using social media for NGOs
Agency: Republic of EveryoneClient: The International Fund for Animal Welfare Background – what were the contexts of the case study? The International Fund for Animal Welfare (IFAW) is a champion for animal rights around the world. In Australia one of its primary objectives is to raise awareness of and fight against ...
Snickers Street Olympics - integrated experiential campaign increases brand awareness and sales
This is a video case study - please view the video below. In a joint inititive between ABT's Beijing and Australian office, the first pre-Olympic Games experiential marketing event for the Snickers brand in China was created. ABT Creative devised the 'Snickers Street Olympics' tournament (staged in Beijing), which ...
Transport Accident Commission (TAC) 'Pictures of You' - a fully integrated approach to road safety
Client: Transport Accident CommissionCampaign: Pictures of YouAgency: Grey Melbourne Background Speeding drivers are the biggest killers on Victoria’s roads, with speed a factor in at least 30% of all road fatalities. The Transport Accident Commission (TAC) is the prime messenger for road safety in Victoria and ...
The World Bank Vietnam 'Five Clean Fingers' - an international perspective on communicating public health messages
Client: The World BankCampaign: 360/Synchronised campaign for handwashing with soapAgency: Grey Vietnam Background Grey Vietnam created a unique social marketing public awareness campaign in Vietnam. The driving idea behind the campaign was: 'Five Clean Fingers.' The campaign is part of a global public health initiative ...
Audi Brand Terminal - outdoor brand initiative drives awareness
Client: Audi AustraliaCampaign: The Audi Brand TerminalAgency: The One Centre Background Audi is the world’s fastest growing luxury sports car company and the fastest growing luxury car brand in Australia. It has not been luck that brought the marque to that position, rather, it has arrived there through the ...
'B Your Best' - helping Blackmores drive new membership
Client: BlackmoresCampaign: ‘B Your Best’ membership driveAgency: Bullseye Background The Australian health supplements market is highly competitive, with price discounting constantly eroding brand loyalty. However, with its online Membership Loyalty Program, Blackmores has a powerful tool to increase customer ...
The Biggest Aussie Pie Night - helping Challenge support kids with cancer
Client: Challenge - supporting kids with cancerCampaign: The Biggest Aussie Pie NightMarketer: Sam McOrist, marketing and strategic development manager, Challenge Background Challenge is a major provider of daily support services to children with cancer and their families. As we receive no government funding ...
Amnesty International Australia - Chinese Internet Censorship
Client: Amnesty International AustraliaCampaign: Chinese Internet CensorshipAgency: Care Network, Bendalls Group, dgmAustralia (in partnership) The Challenge Amnesty International set the challenge of how they could leverage social media to create a debate confronting issues around internet censorship in China, ...
SBS - Six billion reasons for a new brand expression and counting
Background SBS, the world’s most multicultural and multi lingual broadcaster began in the 1970s and it’s most recent identity was shaped in 1991. In those 17 years, Australia has changed a lot, media has changed a lot – and Australian’s understanding of multiculturalism has changed a lot. We needed a more contemporary ...
Sportsgirl goes down the branded ecommerce path
Background Competition is set to continue for the fashion dollar and despite a few false starts, retailers are seeking to capitalise on the growth of internet shopping as tech-savvy, time-poor consumers increasingly head online to shop. While iconic girls fashion brand Sportsgirl enjoys strong market leadership, ...
Love Digital - how social media can help rig an election ... almost
Challenge To demonstrate the power of social and digital media, Adelaide agency Fnuky enrolled its MD David Campbell as a candidate in the hotly contested Adelaide City Council election. While over half of the residents in the electorate were under 25, virtually none of them voted in local government elections. ...
Love Digital - MSN game delivers mass reach and more
Challenge With unemployment reaching its lowest rates in over a decade, Defence Force Recruiting (DFR) found itself facing a shortage of skilled personnel due to the ever-shrinking pool of candidates. DFR needed to: raise awareness of ADF career opportunities generate interest among 15- 35 year-olds in careers ...
Love Digital - how Queensland Health helped save 7,542 lives
Challenge With the ultimate aim of decreasing the number of young women in Queensland who smoke, Queensland Health commissioned an advertising campaign specifically targeted to females aged 18 to 29 years. Strategy Many young women didn’t want to smoke, but couldn’t imagine getting through quitting and being a ...
In the spotlight: Prada
“If you are not in fashion, you are nobody.” An extreme view on social order perhaps, but when British statesman and diplomat Lord Chesterfield spoke these words in the 17th century it was indicative of the allure fashion holds for society, an allure that is yet to fade three centuries later. The fashion industry ...
In the spotlight: Aeroplane Jelly
His heart is thudding. The air is viscous, reeking of sweat and the Vietnamese jungle. He jogs through the mud, eyes darting back and forth through the shadowy green. As his troop nears the base there’s only one thing that can get him across to safety, only one line that will officially identify him as an Australian. ...
Recipe of the Month: Cartia campaign
Brand: CartiaClient: GSKCreative agency: GreyMedia agencies: Bellamy Hayden and Motivator Background Over recent years, a proliferation of anti-platelet products has been driven by the ever increasing incidence of coronary heart disease and causative pathology such as high cholesterol, high blood pressure and obesity. ...
Recipe of the Month: The British Council 'Realise Your Dream' campaign
Client: The British CouncilCreative agency: M&C SaatchiPR: Open Dialogue Background The British Council is a not-for-profit global organisation that runs, among many other programs, an annual scholarship competition for young Australians called Realise Your Dream. The purpose of the British Council is to build ...
In the spotlight: Roses Only
“I’ve been in flowers since I was five-years-old,” says James Stevens. From the 1960s onward, his parents owned a little flower shop – a stall, to be exact – at Sydney's Town Hall Station. Having grown up with flowers, it came as no surprise when, upon graduating from university in 1988, Stevens established Roses ...
In the spotlight: Bebo
“Within six months we’ll be the largest social networking site in Australia.” That was the bold claim of Bebo’s Jim Scheinman at the ad:tech conference in February this year. You certainly couldn’t accuse the man of lacking vision. But whether or not Scheinman’s vision is impaired by blind optimism will be laid ...
In the spotlight: Starbucks
“In my opinion Australia, per capita, is probably one of the most competitive coffee markets in the world,” says Holly Gray, national marketing director of Starbucks Coffee Company Australia. “I don’t know whether you have ever had coffee in the US, but their history of coffee is not the greatest! So that’s been ...
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What’s wrong with the AMI?
This post is the first in a series looking at the AMI. Click below to read the others: What's wrong with the AMI The Great AMI Debate: Round 2 The Stark Reality of the AMI The AMI Bites Back Marketing the Marketers: the UK perspective Bowll bites back: Geoffrey responds to the AMI You can read the full version ...
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So you've started to think strategically about online - now what?
Tamir Berkman works at FRANk media In my last post here at marketingmag.com.au, I discussed the reasons why you should already be thinking strategically about online and about your presence in the online space. Hopefully, for those of you looking to develop your online presence you're now convinced of the ...
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Talking Point: Facilitate Digital and EyeWonder partner up
Facilitate Digital Holdings Limited, a leading independent provider of digital marketing technology, announced that it has entered into a partnership and investment agreement with EyeWonder, a leading U.S. based provider of interactive digital advertising. For more on the partnership, read the release materials ...
