Canon drops $13m in biggest ever consumer push

by Marketing ON 15 April 2013

In the biggest marketing campaign in the company’s history, Canon yesterday launched the consumer-focused ’No One Sees It Like You,’ aimed at encouraging people to do more with their photographs. Representing $13 million in media value, the integrated campaign will roll out across TV, cinema, print, online, and outdoor advertising as well as in-store merchandising.

Director of consumer imaging, Canon Australia, Jason McLean says consumer-centred marketing and sales activities of the last five years in Australia has allowed Canon to develop campaigns that have contributed to growth in our category. “With our platform in place, we’ll be releasing additional content and functionality later in the year and look forward to seeing people do more with their images as they overcome their current frustrations in the imaging category,” he says.

“We’re confident that there’s significant growth to come from helping consumers take the next step in their imaging journey.”

Leo Burnett, Mediacom, How To Impact, Possible, Ogilvy PR and Uber were the agencies involved in the campaign.

Canon will continue to add new content to the campaign throughout the year.

The world’s richest colouring competition

by Marketing ON 17 April 2012

Campaign: Foot Locker Art Prize

Client: Foot Locker Asia Pacific

Agencies: WeAreDigital, SapientNitro Brisbane, DEC Communications and Starcom Brisbane

Background

Foot Locker is an Australian sneaker authority. The internationally known company loves sneakers and has been part of the retail landscape for over 35 years. In 2011, the inaugural Foot Locker Art Prize was devised to cement Foot Locker’s position as the sneaker authority in Australia and New Zealand, as well as drive traffic in-store and increase sales.

With Australia’s retail landscape becoming increasingly competitive, the Foot Locker Art Prize also set out to activate existing and new customers. While Foot Locker had a very active and loyal customer base, the Foot Locker Art Prize provided an opportunity to offer a unique perspective on sneaker culture.

Objectives

‘The World’s Richest Colouring Competition’ was brought to life via Foot Locker’s integrated agencies, who worked collaboratively on multiple channels

to promote the campaign. Not only were sneaker enthusiasts encouraged to enter, but artists, kids and students were encouraged to create art with their favourite shoe using a blank sneaker template.

Combining the concept of a traditional art prize with a colouring competition was bound to stir up controversy.

This juxtaposition aimed to:

optimise brand connection and credibility with our target market, and
drive store traffic and sales.

Strategy

Foot Locker brought sneaker culture into the Australian and New Zealand mainstream by running its Art Prize campaign, which ignited unique aspects of popular street culture.

Aesthetic and unique customised designs are a significant part of sneaker culture. The Foot Locker Art Prize strategy was to bring this to life.

Although the quirky nature of a colouring competition may suggest otherwise, the Foot Locker Art Prize was a competition that trumped its more traditional contemporaries.

The prize pool was one dollar more than the Archibald Prize winnings, at $50,001, making it the world’s richest art competition [Ed’s note: this was prior to September 2011, when the Archibald Prize rose to $75,000].

The chosen venue for the finalist exhibition, the Art Gallery of New South Wales, typically home to more traditional art, drove home the authenticity of sneaker art as a credible art form.

Execution

Once the concept was approved, Foot Locker worked with WeAreDigital, Sapient Nitro Brisbane and DEC Communications to bring the Foot Locker Art Prize to the public. This collaborative process saw different channels utilised to leverage and communicate with current fans.

Some of the tactics used included:

Digital (by WeAreDigital):

Microsite built with entry submission and gallery mechanic showcasing the public’s entries,
a ‘People’s Choice’ voting mechanic,
social media integration, enabling,
users to share artwork with their friends and family,
display advertising banners on related blogs,
email marketing to promote launch and communicate to finalists,
media centre encompassing all press activity, and
entry eDM (electronic direct mail) deployment.

In-store (by SapientNitro):

POS material distributed throughout Foot Locker stores all over the country to launch the competition, encourage entries, launch the voting stage and to celebrate the winners,
in-store campaign imagery to push the competition, and
entrants received a 20% off discount voucher for any purchase in any Foot Locker store as a thank you for entering.

PR (by DEC Communications):

Finalist exhibition with media and celebrities in attendance,
community outreach to interest related bloggers, news and media,
collaboration with well-known Australian artists who created their own artwork using the sneaker templates, and
execution of various stunts through Foot Locker brand activities such as artist appearances at the Deadmau5 event to create curiosity around the Art Prize.

Results

The competition struck a chord, with over 6000 entries registered on the website throughout the competition period. Over 4800 of these entries were submitted online from Australia and New Zealand.

Results included:

A total of 6177 entries,
PR reached a combined audience of more than 135 million in Australia and New Zealand, and 251 million internationally,
6,475,098 page views,
a high average time on-site of four minutes 19 seconds over the competition period,
132,577 unique visitors,
increase of 46.5% in Facebook ‘Likes’,
increase of 121% in Twitter followers,
5,503,509 banner impressions,
0.42% banner click-through, and
over 59% of visitors came from referring sites, indicating the highly viral nature of the campaign.

Further to the above results, the campaign was selected as a finalist in the Effectiveness category of the 18th AIMIA (Australian Interactive Media Industry Association) Awards. The Foot Locker Art Prize is now being developed further for future campaign growth.

Donut Kings launches coffee campaign

by Marketing ON 5 August 2009

Donut King is launching a campaign for their new coffee offering.

The new coffee blend, entitled Royal Bean, is being supported by an integrated campaign including TVC, TV program sponsorship, direct mail, giveaways, print, OOH and in-store promotion.

The development of the blend has taken a year and involved internationally-recognised coffee experts said Donut King.

According to Andrea Gartside, acting marketing manager, the campaign is targeted at drawing the whole family to Donut King, allowing parents to take a coffee-break while the children enjoy Donut King’s traditional sweet offering.

“During the past year, we’ve been working hard to not only get the blend of coffee beans right in Royal Bean to meet the taste profiles of customers, but also investing heavily in training our store staff to brew the perfect cup of coffee,” said Gartside. “Coffee already accounts for a strong percentage of our store sales and with the launch of Royal Bean we’re looking to grow this further.”

Donut King is part of a group including Brumby’s Bakeries, Michel’s Patisseries and bb’s café.

Birds Eye plot new course away from Captain

by Marketing ON 19 August 2008

A new brand campaign created by Belgiovane Williams Mackay (BWM) Melbourne is helping to plot a new course for client Simplot Australia brand Birds Eye. The Captain has been synonymous with Birds Eye for years, but the new campaign looks to reposition the brand as a provider of innovative frozen foods made from fresh, quality ingredients. In line with this objective, the new creative platform – An Eye for Good Food – looks to include a number of new product launches.

Three Birds Eye product launches will support the new campaign – Stir
Fry Flavour Infusions, Golden Crunch Monster Chips and Oven Bake
Lightly Seasoned Fish. These products will be launched during August
and September.

Tara Lordsmith, general manager for retail marketing at Simplot Australia, said the relaunch was part of the packaged food giant’s strategy to invest heavily in its product range in the Australian market.

The Birds Eye creative platform will develop stronger emotional connections and loyalty with consumers by engaging them with the brand again. The campaign will bring our brand essence to life, talking to consumers in a way they understand.

Jamie Mackay, partner at BWM, said: “We are really excited about helping Simplot in their pursuit of buyers of frozen foods, particularly families, and strengthening their brand loyalty. Our campaign will connect with consumers visually, particularly through the animated Birds Eye bird, which communicates understanding and empathy with the wink of an eye.

The campaign will be communicated through a range of media, incorporating TV, magazines, outdoor and digital components, plus in-store demonstrations. Check out some of the static creative that has already run below, and watch the new TVC below too.

What do you think? Does the new winking bird cut it for you? The old Captain was pretty iconic. And what do you think about the new tagline – an eye for good food?

Integrated eBay.com.au campaign launched by WhybinTBWATEQUILA

by Marketing ON 30 June 2008

WhybinTBWATEQUILA has created a new integrated campaign for eBay.com.au called, Big Game Bargain Hunters.

Themed around an iconic African big game safari, the ‘Big Game Bargain Hunters’ campaign highlights the unique bargains and extensive range on eBay, and taps into the shopper’s ‘thrill of the hunt’ for great buys.

The ‘Big Game Bargain Hunters’ campaign, follows the ‘Make Shopping Exciting’ brand campaign of 2007, and targets a broad consumer market including new and existing shoppers.

According to WhybinTBWATEQUILA managing director, Paul Bradbury, the new campaign reinforces the fact that eBay is the best place to find a range of bargains.

“Our research demonstrates that it’s not just about finding a great bargain, it’s how you go about hunting down the potential purchase. eBay shoppers – diehard, occasional or new – enjoy the ‘thrill of the hunt’, whether it be finding a rare collectable, nabbing an outstanding bargain at the last minute or using ‘all the tricks’ to being a great shopper on eBay. The ‘Big Game Bargain Hunters’ creative captures these insights concisely,” Paul said.

The ‘Big Game Bargain Hunters’ campaign is underway across TV, press, print, outdoor and online.

Nandos Big Chicken 08 campaign brings reality TV to the dinner plate

by Marketing ON 4 June 2008

No stranger to eye-catching campaigns, Nandos most recent offering, Big Chicken 08, created by Melbourne agency CHE, brings reality chicken to the small screen.

Big Chicken 08 is a series of six 30 second reality television episodes, in which those familiar with some of Nandos previous ad offerings will recognise the familiar tongue-in-cheek tone.

Our challenge was to create a campaign that would communicate the strong Nandos brand and personality whilst breaking through the clutter and adding something new to the mix [...] Viewers have the power to decide what will happen next said Jason Ross, CHE Creative Director.

Big Chicken 08 is an integrated campaign and includes a website by digital agency NetX, www.bigchicken.com.au. The site lets consumers delve further into the world of the contestants. Users can view each episode online as they are aired on television. Plus, with chicken biographies, live news feeds and hen-house footage, consumers can satisfy their appetite for ‘Big Chicken 08’ gossip before voting for their favourite chicken.

The campaign is a huge step forward for us; it is the first time we have really embraced all that the online world has to offer Nandos, said Justin Monaghan, Nando’s national marketing manager. Big Chicken 08 shows that the cheeky Nandos personality translates comfortably into the digital forum. What we are finding is that users are spending considerable time on the Big Chicken website, checking out the chicken biographies and watching the episodes. This is great news for the future of Nandos online! added Justin.

Ed: This is an interesting one for me, especially the fact that Nandos is embracing the online environment as part of its campaign. Theres already some debate on this site as to whether Nandos quirky advertising message really aligns with their product, but I think their decision to back this campaign so heavily online at least partially shows that effective use of online is all about execution, and less about particular category.