Sculpture by the Sea 'Young Supporters Program', Oct. 2014
Media: Direct Mail Target Audience: Young professionals already working within the arts. Insight:If you work within the arts it looks especially good on your CV to support the arts. It also looks good on the corporate page of a company. Objective: To recruit the next generation of philanthropists to support Sculpture by the Sea.
SMP: Experience more as an SxS Insider Line: Experience A-Z with Sculpture by the Sea
Added Benefits: Networking opportunities, VIP access to opening exhibitions, exclusive cocktail parties. Different levels of support modeled on the MCA Young Ambassadors program could be included. Possible playing with the Surf Life Saving hierarchy i.e. Nippers through to Life Savers.
Applications: High valve - A2 embossed ‘SxS’ typeface poster. Delivered in an architects tube. Personalised letter inviting them to support SxS. All beautifully produced, costs include individual embossing and printing, fine art paper and postage.
Low Value: Personalised post card using SxS typeface inviting them to the support SxS program.
STA Adventure Travel Insurance, Oct. 2014
Media: Print ad to run in the MX. Target Audience: Adventurous young travelers aged 18-22. Objective: To get young travelers to visit the site to find out more about the product
Insight: Most insurance agencies get you bogged down in fine print, wasting time. Adventurous types would rather pick an insurance agency that is quick and easy to apply for and pays out fast. SMP: Travel Insurance for the Adventurous Line: STA Adventure Travel Insurance - We’ll wrap you in bandages, not red tape.
Deliverables: The MX magazine is wrapped in a designed ‘bandage’ sleeve, an ‘adventurous’ hand sticking out the top that’s attached to double page spread on the inside. When the magazine opens the hand flips to looks like a ski glove on a steep piste.
Lorna Jane Sportswear, Oct.2014
Media: 1 x Social Idea Target Audience: 16 - 35 year old females Objective: Generate social buzz and brand awareness
SMP: Fashion for fit Australians Insight: Lorna Jane is one of Australia’s leading business women and wants to empower women. Currently there has been hype about the important issue of equal pay for equal work i.e. #heforshe
Application: Social Awareness Campaign for work Equality. #workit
Women and men walking to work, home from work and during their lunch hours take a selfie and Instagram while working out.
They hash-tag #workit and post it on social media sites including Instagram. Lorna Jane will then send them merchandise branded with the ‘Work It’ slogan, encouraging women and men to raise awareness for equality in the workplace.
R U OK Day, Oct. 2014
Media: Broadcast. Radio & TV 30 sec ad. Target Audience: Aussies who are friends of those at risk.
Objective: To get more Australians to start a conversation on R U OK? Day Thu 11 Sep 2014.
Insight: Men working in rural Australia are at higher risk of depression becasue they don’t communicate as often as men working in the city
SMP: A conversation could save a life. Line: Don’t wait until it’s too late. CTA. Go to ruokday.com for more inforamtion.
AMEX The ICE Card
Media: 1x EDM & 3 Web banners.
Target Audience: Credit revolvers, non Amex users, 75% female skew.
Objective: To maximise the number of cards issued within the digital only’ launch.
SMP: Put your repayments on ICE Insight: It feels like you’re drowning when you’re deep in debt. Line: Stay afloat with AMEX ICE card.
Application: EDM. Subject line: Drowning in debt? EDM: Image opens onto a typical statement. As you scroll down there are numbers flying, disrupted by our heroine on a surfboard/Amex Ice card.
Body copy describes the proof with T’s & C’s. Call to action down the bottom with link to page.
Web Banner Application: Animation for ‘Stay afloat with AMEX ICE’.
All banners appear around the content of the web page and trigger each other. The 3 months launch is timed for the three months before the new year hence the summer surfing reference.
Media: Mobile Campaign. Target Audience: Men and women in their late 20’s. Objective: To convince a younger audience that RSVP offers fast and fun access to fellow young singles
Insight: That the thumb is the first ‘touch point’ for love’ when dating on your mobile phone and the best way to break the ice whilst online dating is with humour.
Russell the Love Muscle Twitter Account- A fun thumb character who has a Ron Jeremy moustache and swagger. Application 1: Russell is here to help on Twitter. His tweets include:
- Great one liners to break the ice - Romantic and fun first date locations - Introduces and highlights selected new singles to the community who are his followers - Holds Instagram competitions: Instagram and tweet a picture of you and your RSVP date and you could win the next date. - Comments on dating shows .e.g. The Bachelor, Naked Dating
Application 2: Using one of Russell the Love Muscle’s ice breaking one liners, this animated .GIF pops up on your mobile phone when you are looking at ‘love’ related sites. This line can be applied to both men and women.
Ryobi’s Power Garden range
Media: Ambient Objective: Create buzz and engagement round Ryobi’s latest range Target Audience: 30-50 yr old males, home owners with gardens.
SMP: Cordless Power Tools with More Power Insight: Men who use power tools feel more masculine or ‘manlier.’ Line: Ryobi - Separating the men from the boys
Application: Interactive mirror. First the mirror asks you to answer a series of questions about yourself to find out what type of power tool you are. Mirror then asks you to place your hands on it and your power tool materialises into your hands. Your muscles, facial hair, and crotch also grow. The mirror then prints a custom personalised catalogue just for you with your ‘Manly’ image on the front. NB: Mirror can be placed anywhere form Martin Place to the tools section of Bunnings.