Marketing

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 ...

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. ...

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 ...

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 ...

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, ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

Background In March 2009, the New South Wales Police Force and New South Wales Government implemented a three-month gun amnesty urging Australians to surrender or register illegal firearms. The crackdown on illegal firearms was propelled by a need to lower the number of unregistered weapons in New South Wales (there ...

Gloria Jean’s Coffees is all about coffee. It positions itself as a coffee specialist passionately committed to creating the ultimate coffee experience from bean to cup. This involves not only providing its ‘guests’ with a quality cup of coffee, but with a welcoming, warm coffee house environment, whether they are ...

Background Caterpillar is best known as a manufacturer of large earthmoving and mining equipment. The compact construction equipment (CCE) range (skid steer loaders, mini excavators and multi-terrain loaders) is a more recent and less well-known addition to the company’s range of products and, in comparison with ...

As we've now collectively dipped our toes into the seemingly pleasant waters of 2010, it seems as good a time as any for a dive back into our archives. All the way back to New Year's Eve 2009... Background From humble beginnings – a monkey on the side of a road in 2005 holding up a sign‘Ask Bongo anything’ – to ...

Background For more than 20 years, Asian Home Gourmet has brought Asia’s favourite recipes out of Chinatown and into 8000+ supermarkets in 41 countries. Cerebos Australia took over the distribution of the Asian Home Gourmet brand domestically in October 2008. ...

Background The Holden Dealer Team (HDT) was a big hit in the 80’s, thanks to its owner and advocate Peter Brock. The cars the company produced are now Australian icons and collectors items worth many thousands of dollars. Almost 30 years have passed and HDT has been resurrected by friend and fan, Peter Champion. ...

Background In July 2008, Ambulance Victoria was formed after the merger of The Rural Ambulance Service, The Metropolitan Ambulance Service and The Alexandra and District Ambulance Service with the objective that a single service organisation will enable substantial improvements to be made to the overall performance ...

Background The Tour de France (TDF) coverage on SBS in 2009 promised to be the biggest ever, with new levels of audience engagement created by brand-new features on sbs.com.au including live streaming of every stage. This represented an ideal opportunity for relevant brands to capitalise on an increasingly engaged ...

Background Mirvac Hotels comprises 42 hotels spanning three countries, ranging from CBD accommodation to tropical resorts. ...

Background Seven years ago, Vince Papallo, the founder of Stichem, was a builder looking for high-quality workwear for his team of tradesmen. Unable to find a decent supplier in his area, Vince decided to start his own uniform and safety wear company, which he named Stichem. The company now employs three people ...

Background Seeing the popularity of the online channel as an avenue for communities voicing themselves, Community Newspaper Group (CNG) decided to fill what it saw as a visible gap in Perth. CNG wanted to develop a platform for local issues to be discussed, services reviewed and news to be disseminated. Furthermore, ...

Background With the drought taking a toll on Australia’s water supply, ABC Innovation sought to educate the Australian public about water management and saving, with a focus on school students. As part of National Science Week, the ABC intended to launch a website and online game to attract and hold public attention ...

Background Despite its international respect and exposure, many Australians are unaware of Red Cross’s domestic activity. To build this domestic awareness, we wanted to involve Australians in something big demonstrating the power of humanity. Client: Red Cross AustraliaCreative Agency: FuelMedia Agency: Initiative Objective Use ...

Background In a world first, Borders, thriller-author James Patterson and his fans collaborated to produce a 'Chain Thriller' through social media. The ebook was available for free and only online. James Patterson wrote the first and last chapters, while fans competed to write the 28 chapters between. The chapters ...

Background In November 2008, smh.com.au relaunched their travel section as ‘Traveller’ in keeping with their print counterpart. The aim was for the online content to benefit from the print heritage and enrich the online offering with original features. The new section included tips, blogs and photo/video galleries ...

Background To promote its new range of Slow Cooker Recipe Bases, McCormick offered consumers a free cookbook. The problem? The cookbook was more popular than anticipated, costing heavily in printing, postage costs, overhead hours and the opportunity to gather useful marketing data was going to waste. As McCormick’s ...

This case study was submitted by Georgie Summerhayes of Brand New Alliance. To submit a case please email kate.kendall@niche.com.au for the guidelines. Background BMW needed to relaunch the 1 Series into the Australian marketplace after a soft launch in 2007. They wanted to excite ‘hot urbans’ which was the ...

This case study was submitted by Alex Waldron of One Green Bean. To submit a case please email kate.kendall@niche.com.au for the guidelines. Background The Dove Campaign For Real Beauty was developed globally by Ogilvy, with a number of agencies around the world responsible for the ongoing local adaptation and ...

This case study was submitted by Gerry McCusker of Engage ORM. To submit a case please email kate.kendall@niche.com.au for the guidelines. Background Brand: Stubbies SchoolwearClient: Pacific BrandsCreative agency: Fenton Stephens AdvertisingMedia agency: MediacomOnline strategy: Chisholm & Harper In recent ...

This case study was submitted by Vida Redoblado of News Digital Media. To submit a case please email kate.kendall@niche.com.au for the guidelines. Background news.com.au is one of Australia’s largest news websites. With over six million users worldwide, the team identified the need to adapt its brand, news and ...

This case study was submitted by Alison Diaper of EYE Corporation. To submit a case please email kate.kendall@niche.com.au for the guidelines. Background EYE commissioned TNS (Taylor Nelson Soffres) to validate the effectiveness of Out-Of-Home (OOH) in summer. A sample of over 300 people aged 18-34, across Sydney, ...

(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 ...

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 ...

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 ...

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 ...

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 ...

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 ...