Taking advertising creativity beyond the line

Direct / DM

Gamification ain’t what it used to be…

Bonus Bonds Longer Conga mobile gameFaced with refreshing old-school Bonus Bonds (they’re national bank bonds that pay no interest, but reward holders with random cash prizes), we went back to the classics.

The existing TV campaign featured a conga line set off every time someone wins a prize. Charged with creating a lead generation campaign to bring a younger audience to Bonus Bonds, we ran with the fun, setting up an online “conga” you could join at any time to be in to win a daily prize. The more people in the conga line, the bigger the cash bonus.

But here’s the best bit: joining that conga unlocked a genuinely enjoyable old-school, 8-bit snake-type game, optimised for mobile (but playable on desktop, of course). Play as many times a day as you like, make your conga as long as you can, then share your achievement to lock in your entry.

Putting a ton of effort into making sure our game was (1) fun (2) easy (3) not toooooo easy and (4) extremely rewarding, we drove engagement, told a story and turned people’s gameplay into our own media channel. And did it work? Well, 200,000 gameplays was a bit of a bonus… and our clients were thrilled with a wildly oversubscribed Christmas quarter.


Play Melbourne. You know you want to.

Together, Tourism Victoria and Publicis Mojo created the longest-running tourism marketing programme in the world. The eighteen-year-old ‘Jigsaw’ campaign is now its tenth phase, with the launch of a new chapter: ‘Play Melbourne’ – a story to deepen visitors’ appreciation of Melbourne’s unique creative sub-culture.
Play Melbourne - reward your curiosity

The campaign integrates loads of interactive and experiential elements, including a rich digital hub for all that’s hip and happening in the city, a delightfully intriguing iPhone app, and a chance each week for an entire year to Play Melbourne and win a spontaneous visit.

The campaign is self-supporting through Social, but we had to light the fuse somewhere – and light it we did, with a set of web ads springing from the Play Melbourne story. They’re an intriguing, interactive, upmarket and enticing bunch of rich and standard banners that drive tens of thousands of visitors to the site each time they run.

It was a pleasure and a real workout to be Digital CD on this job, and big thanks to everybody in the world who was involved in making this work: the inimitable JC and the indefatigable RI; Pete Bakacs for piccies; Brendan McMahon for engineering; Matt Houltham for early wrangling; Fracture for gorgeous Flash… oh, look, just… thanks, EVERYBODY.


Sometimes all we need is a little help.

When times are tough, it can be easier to turn a blind eye with the promise of “next time, I’ll do something to help – but right now I just need to look after myself”.

Sometimes, though, a little reminder that anyone can help is all we need to jog ourselves out of that comfort zone. So, we introduced the Auckland City Mission’s smallest ever fundraiser – starting with a wee movie…

…and then we sent him out onto the streets to become the embodiment of vulnerability and never-give-up-ness. I don’t want to write an epic about his epic journey; best you click through BestAds to see the case study. I reckon it’s worth it.
kenneth raising funds for auckland city mission
I will be forever disappointed that we couldn’t get the Arduino to work with the mobile shield to get people texting a donation to keep him moving to the Mission on that last day. That would’ve been awesome – but cutting-edge stuff on a negative budget is never easy. Next time!