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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
NSW AGENCY OF THE YEAR CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 can only be a good thing. "We hope to replicate our mom- entum in 2013. We're excited to see where we can take it." Here's a snapshot of just a few of the winning campaigns: SoulSync app for The Sapphires soundtrack Given Australia's propensity to consume illegal downloads (Oz is the largest black market interna- tionally) the challenge set to max- imise sales of The Sapphires sound- track was an ambitious one. The SoulSync app included an introduction, singing tips and vocal warm-ups from the film's star Jessica Mauboy. From there, a song is chosen and recognition technolo- gy inserted the user's face into a 1960's inspired film clip resulting in a shareable film for social media and other devices. Including a click through straight to iTunes to purchase the sound- track, the campaign pushed the film's score to Number #1 on the iTunes charts and consolidated strong sales in a volatile digital music market. M.J Bale -- Grazed on Greatness This creeper (in that the campaign from inception to delivery was exceedingly long) was one of Whybin's most awarded to date. The objective of gaining exposure for the smallest sponsor of the Burton (left) and Bowman: "We hope to replicate our momentum in 2013. We're excited to see where we can take it" New Zealand Tourism 'Longest Walk' -- A print ad that wove its way through an entire section of the paper to promote the world's longest walk Australian cricket team was tackled in an extraordinary way. M.J Bale, as the tailors of the official team suits, with no presence at the games or on the pitch, was essentially invisible to the public. Using vegetative propagation, a piece of turf was lifted from the pitch of the Sydney Cricket Ground's hallowed green and trans- planted to the property of a merino wool grower. In a corner of the pas- tures the turf proliferated into a field for the sheep to graze upon. The new team suits were crafted from the wool of these particular sheep and literally infused with the history and magic of the legendary SCG. Journalists across many sectors were sent ties crafted from the same wool and media uptake was blan- keted over various platforms. M.J Bale suit orders increased 520 per cent and their ready to wear expanded into 38 new stores. The 8.5 million media impressions con- tributed to the 1400 per cent ROI for the campaign that has evolved into an ongoing innovation plat- form for the client. Tourism New Zealand -- The Long Pathway Recently opening one of the longest walking trails in the world, the campaign for its launch consist- ed of print ad placements of varying shapes and sizes inserted through Sapphires 'Soul Sync' -- A lip-syncing App that helped push the Sapphires soundtrack to Number 1
CBAT NOV DEC 2012
Campaign Brief May-June 2013