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.
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.
Cheers to your very own piece of New Zealand.
Taking the iconic-in-New-Zealand but globally tiny Steinlager Pure brand to the world was not going to be easy — especially with a budget that would barely get us one month on a Times Square billboard. We went back to the product truth and came up with a plan that would resonate with urban dwellers the world over.
That plan: When you buy a Steinlager Pure, you get a piece of pure New Zealand. There’s a great video of the result, here.
It took a while, but we worked with our client (the wonderful Ben Wheeler) to reserve 120 hectares of native New Zealand forest and wetland, in the name of Steinlager Pure drinkers in our launch markets. The deal: Buy one Steinlager Pure, enter your code, and you get a unique piece of this iconic part of New Zealand reserved in your name. Buy another, and you add a chance to visit your piece of land for real – courtesy of Steinlager.
Steinlager Pure was a niche brand launching into behemoth beer markets like the US, Canada and the UK, so we had to make sure the idea would cut through. Posters showed actual shots of the land, divided into unique portions. Coasters were cut from those poster images, each containing an innovative snap-to-open code. Buy the beer, get the coaster (already a unique piece), then enter your code via SMS, mobile site or on the App to get an instant reward right at the point of purchase.
Imagine a piece of the purest land in the world secured in your name – and the chance to see it for real.
Of course we added easy ways to spread the word through social networks, and ultimately we’re starting to build a database in each market for regular dialogue. But making the exchange feel very real for participants was key, and a standout element is the iPhone App with its goosebump-inducing motion-controlled panoramas – along with an Augmented Reality compass-based Pure finder that even shows you where and how far away your piece of purity is.
Treat your customers like rock stars
Who wants to be treated like a number? Nobody – that’s who. That’s why Virgin Mobile came to Publicis Digital for help with bringing the idea of a digital Members’ Lounge to life.
- Virgin Mobile Members’ Lounge – treating customers like rock stars…
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As the iconic underdog battler brand on the Australian mobile scene, Virgin Mobile had all the right in the world to leap into social marketing boots and all. Our team at Publicis Digital in Auckland – Andre, me, Jeremy and Rochelle – conceptualised and designed an approach designed to break through the corporate culture and treat Virgin Mobile “members” like, well, rock stars.
Based in a slick, ultra-fluid site built by our team in Australia, and driven via a Twitter feed packed with surprise gigs, topups, freebies, shoutouts and more, the Members’ Lounge leverages Virgin’s unique personality and familiar rock star personality to create what was at the time a completely new style of customer retention community, pushing highly customised content and offers to Virgin Mobile customers – or should we say, members. One of those wonderful projects when strategy, ideation, design, development, the web tools to make it happen and a fully engaged client results in something really cool. Me likey.
What’s next is up to you.
A quick-step journey through sites best suited to a life lived to the full
Not your ordinary website for not your ordinary beer: when Steinlager Edge debuted as the mid-strength beer for those living life to the full, we knew we had to pull something out of the bag to not only help explain the product benefit, but to cut through — with an idea that actually added value to the web experience, rather than interrupting it.
The result: a seamless, swift, iFrame-based choose-your-own-adventure journey through some of the best local content – selected purely for those to whom living a full life is not about doing less, but about doing it all.
Your journey begins at one of many clear-cut web ads (with up to three times average click-through) inviting you to decide what’s next. We set up multiple journeys based on themes like Work vs Play, and Home vs Away, and lead you through sites that prove the web is not just for email and news, but inspiration and opportunity. Each site was carefully selected to help provide ideas for getting ahead, getting away, or getting inspired — and each step was also closely tied with an occasion to drink.
Every page featured an iFrame journey selector, acting as a stepping-stone to the next
Using iFrames allowed us to control the journey, while providing full, uninterrupted access to the entire content of each site that agreed to join us in promoting Steinlager Edge – right down to ensuring Flash movies would still run under our overlay (thanks CactusLab!)
Schhh… it’s for adults only.
The Schweppes Short Film Festival Bar - with a twist...
In a world dominated by perceptions of carbonated beverages being “fizzy pop for kids”, Schweppes was not being consumed at adult occasions. Something resonant needed to happen to remind the audience of the timeless, adult sophistication of Schweppes. The web was the perfect medium to deliver content unashamedly targeted at adults. The team at Mojo created an online-only Short Film Festival, featuring filmic stories that reflect adult experiences and aspirations, leaving the audience intrigued, invigorated and wanting to know more.
Our team was asked to “invigorate” the relatively static site. Amongst a slew of enhancements, we added an intriguing, sophisticated and entertaining Bar experience… with more than one twist. Visit the site to see what I mean.
With over 1.4 million unique visitors to date, at an average of 7.6 minutes on site, that’s 10 million minutes of brand engagement.
Drawing a line in the sand.
Standing our ground with words writ large
All the ingredients in Steinlager Pure are sourced from the purest place on earth – New Zealand. New Zealand’s anti-nuclear stance is one of the reasons we can make this claim. With the permission of the estate of the late Prime Minister of New Zealand, David Lange, we brought to life the words from the 1985 Oxford Union debate – where David Lange made his case against pro-nuclear forces. At that time he drew a line in the sand that is now seen as one of the defining moments for New Zealand.
As a precursor to the launch of a new campaign for Steinlager Pure, words from that debate were written in the sand on New Zealand’s shore. The link at the conclusion of the film takes the viewer to a preview of the commercial, a fuller version of the debate and further information about Steinlager Pure.
Giving your mate a wake up call.
Our man will sort out your shambles of a mate...
Everyone has a mate who is a bit of a shambles in the morning.
We helped give them a bit of a wake up call – in the form of a personalised video from a no-nonsense character, who knows their name, mocks their morning mocha, and gives them a simple solution: wake up and drink Tararua Real Iced Coffee.
Every video was unique – triggered by an email, and seamlessly stitched together on the fly from more than 115 individual clips. During the 33,000 minutes of brand engagement we generated, over 50% of videos previewed were sent to a friend – and nine out of ten of those friends clicked through to be given a wake-up call they won’t forget.
A further innovation came as we looked to convert interest to trial. We made sure each shambles of a mate could book a perfectly timed, pre-personalised wake-up call to their mobile in the morning – complete with a txt coupon for the all new no-nonsense Tararua Real Iced Coffee at the nearest gas station.
The campaign not only gave thousands of kiwi blokes a bit of a wake up call; we proved that people engage with FMCG brands in the digital space – and we helped the product sell well over target: in the first eight weeks it sold twice what the benchmark product sells… in an entire year. And that’s a bit of a wake up call for the entire category.
Embedding ideas in their context.
The alchemy of ideas: turning your everyday insert into something great.
HAcKeD Cd
Where's my CD? It looked secure on the outside...
It might look safe and secure from the outside now, but there’s no reason to believe the hackers haven’t already been and gone…
This “free CD” full of tips and tricks to stop the hackers in their tracks is surely an extremely valuable item – hence the secure packaging. But on opening the case, the network security engineer to whom this was sent discovers the CD has been stolen long before the package was sealed… (Concept only)
What it does
Makes the concept of holistic network security stunningly clear: a firewall is no longer enough to secure an extended network.
Who built it
Concept, design, artwork, copy, photography, and hand modeling all by, er, me.
Winner!
Amongst all the awards, I am still proudest of having this piece chosen by my peers at Wunderman as the best unproduced idea (Cannes 2005). Cheers, you lot.