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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
JANUARY/FEBRUARY 2013 CAMPAIGNBRIEF Taronga Zoo -- An outdoor campaign that saw the animals of the zoo lend their paw prints to a world-first petition Dirt Girl -- An augmented reality app that helped get kids off the couch and growing their own food every page of the newspaper's travel section. The illusion was created of one long continuous press ad woven through the entire lift out with unsolicited editorial creating a value-laden campaign for the organisation. The $160k media buy garnered $375k worth of earned media, gen- erating a whopping 691 per cent increase in web visits and a 201 per cent spike in travel agent referrals. NRMA campaigns The various campaigns for NRMA in 2012 ranged from the romcom appeal of the TVC featur- ing a newbie hot air balloon opera- tor, to the Car Park Challenge game, to the incredible creation of a car created purely by salvaged parts -- all car parts other insurers did not cover. No doubt the creatives behind the major campaign had a few doubts over the many weeks ploughing through piles of insurance docu- ments for fine print exclusions, but the impact of the idea was a sure fire winner driving 4.1 million enquiries to the insurer. Some extensions of the car cre- ation campaign, launched by Top Gear's host Shane Jacobsen, includ- ed fully operational car stereos in bus shelters. Commuters were able to program music from their mobile phones and play it through the installed speakers. Entertainment met information with a click. Aside from various impressive sta- tistics, the campaign achieved a 48 per cent conversion rate for the NRMA -- an unprecedented bench- mark. Pedigree -- Adoption Drive This was a momentous project with positive ramifications for the client for years to come. Beginning with data consolidation and a back end tech build, the fully integrated platform will enable creative rollout well into the future. The campaign centralised data from 716 dog shelters creating a national database for the first time. High profile events such as Underdog Day at Bondi Beach and the DogaLike Facebook app con- tributed to the cross platform gang- buster culminating in a nationally aired 8-part documentary on Channel 10 and over 26 million media impressions. Taronga Zoo -- For the Wild To inform, educate and inspire visitors to Taronga Zoo about the ongoing battle to protect our wildlife, the campaign utilized paw prints from over 70 animals to cre- ate a giant mural poster at the entrance to the zoo. Human visitors were invited to add their handprints to the 'We the Undersigned' themed poster and within hours of opening the canvas was filled with over 500 handprints. The campaign had charm and cute furry animals -- enough to land a lengthy six-minute story on the ABC. Over five million people were reached by a campaign for a $20k spend and a permanent memorial to ongoing wildlife protection. The Whybin\TBWA, Sydney creative department - awarded work for all companies in the group
CBAT NOV DEC 2012
Campaign Brief May-June 2013