Weighing in with video
Background Weight Watchers is the leader in the commercial weight loss industry with more than 40 years’ experience in Australia and New Zealand. The brand’s strength comes from its assertion of a scientifically proven and effective program for those looking to lose weight, with thousands of success stories under ...
A real meal
Background Picnic is an Australian chocolate icon. People know the brand and like the brand, and there’s equity in every facet of the brand. Consumers say it’s unique and delicious; the problem is they’re just not buying it as much as they used too. Picnic’s previous campaign, ‘Deliciously Ugly’ was used exclusively ...
Getting out there
The launch of MOVE has seen the outdoor industry get more accountable. For the first time in Australia’s media history reach and frequency metrics now provide full transparency on the performance of outdoor campaigns, not just for combined campaign packages, but also across different formats, as well as alongside ...
Turning gold into pink
Background The white bread category is changing and quickly. Where once consumers opted for the biggest brands and the softest white breads, which are the most popular among kids, now there is a growing consumer focus on high-fibre breads – healthier alternatives, but still with the taste and texture of white bread. ...
Reindeer preferred carrots a Christmas hit
Background With childhood obesity on the rise, there is a genuine concern among most people that the long-term health implications for Australians are horrendous. We are staring at the possibility of more than half of our population being clinically overweight, probably being diabetic, perhaps never really able ...
Revving the engine
Background Engineers Australia, the peak body representing engineering professionals, is charged with advancing engineering and looking after the interests of its 85,000 members. A benchmarking study conducted in May 2009 found that, despite high levels of advocacy (at 59% engineering came in second behind medicine ...
Talkin' bout my generation
Background Sparked by Andrew Forrest’s deep passion and commitment to the cause, GenerationOne is a movement aimed at ending Australian Indigenous disparity in our generation. GenerationOne is funded by founder Andrew Forrest, James Packer and Kerry Stokes, and supported by business leaders such as David Gyngell, ...
Getting the Z
Background 2009 was a difficult year for car companies. Whybin\TBWA\Tequila, working with Nissan, needed to deliver a campaign that would create intrigue, drive awareness and deliver on engagement and brand experience for a range of cars of legendary proportions. The Nissan Z sports car line dates back to the ...
It's all in the genes
Background Jeans for Genes is a major fundraising organisation supporting the Children’s Medical Research Institute (CMRI) – an independent organisation committed to unlocking the mysteries of disease. Jeans for Genes is best known for its annual ‘Jeans for Genes Day’, which commenced in 1994 and to date has raised ...
Loyal to the park
Background Secure Parking was founded in 1979 at a time when car parks were largely viewed as a commodity, with little differentiation in the operation of one site from another. Secure Parking’s approach has always aimed at being entrepreneurial. It is based on the understanding that no two car parks have the same ...
A year to make it happen
Background The celebration of the 33rd Narcotics Anonymous World Convention in Barcelona in Spain, under the slogan ‘Love without Borders’, was the raison d’être for a one-year strategic communication plan, which included public and institutional relations and culminated with this event. The goal was to make a name ...
Take it in-store
Background Singapore-based telecommunications company SingTel was looking for a way to increase patronage to its stores and increase sales for its range of products and applications. In the highly competitive field of telecommunications, SingTel needed a solution that would give it the edge in the Asian market ...
Giving generously
Background Salvos Stores, an integral division of The Salvation Army, has over 200 stores within the Australian southern territory. Its two recent marketing campaigns have seen the association focus on educating consumers about its quality product offering and highlighting it as a place where anyone can shop, not ...
Deals on wheels
Background Mitsubishi Motors Australia was founded in 1980 and today employs more than 200 people nationally. Mitsubishi is one of Australia’s most widely recognised car manufacturers, with more than 11 million people across the globe driving its vehicles. The new look 2010 Mitsubishi Outlander was launched on ...
Get in the game
Background XCOM Media was appointed Mater Foundation’s digital agency in December 2008 with a brief to develop and implement a full digital strategy covering all aspects of its business online. One of the outcomes of the strategy project was the identification of the opportunity to integrate viral marketing into ...
You've got she-mail
Background Online marketers at L’Occitane En Provence have used email for years to help build excitement about campaigns and entice customers with free shipping and gift-with-purchase offers. Its approach is similar to many retailers who market online and in brick-and-mortar stores; email is a vital sales and communication ...
Follow the yellow brick road
Background In 2008, ANZ Bank embarked on a $1 million sponsorship of the Australian tour of Wicked, one of the world’s most successful musicals. As the presenting sponsor, ANZ’s investment reflected the bank’s commitment to the community and the community’s passions for the arts. Wicked also complemented the organisation’s ...
Sweet seduction
Background The dark chocolate category has long been dominated by old world, stuffy and staid brands, driven by rational claims centred on provenance, craftsmanship and cocoa content. Dark chocolate consumers have traditionally constituted an older demographic, often male and 35 to 60. These consumers have not ...
Going a little nutty
Background Conventional wisdom says the way you start an ad agency is to find yourself a couple of like-minded souls, some groovy offices and a foundation client; however, new Sydney-based creative consultancy Cabana Boys aimed for anything but conventional. They started out with two like-minded souls – ex-Lowe ...
Walking the walk
Background Dunlop Volleys are quintessentially Australian – the iconic canvas shoe enjoys widespread appeal: indie kids and middle-aged parents alike all associate with the grassroots authentic Volley spirit. Our first ‘Exceptionally Average’ campaign, which saw Jerry Phillips make interesting tunes using ...
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