Taking advertising beyond the line

Posts Tagged ‘architecture’

Play Melbourne. You know you want to.

Together, Tourism Victoria and Publicis Mojo created the longest-running tourism marketing programme in the world. The ‘Jigsaw’ campaign entered its tenth phase with the launch of Play Melbourne: a new chapter in a story celebrating Melbourne’s unique beneath-the-surface appeal.
Play Melbourne - reward your curiosity

My role was to direct ideation and development of the entire digital platform – a campaign integrating loads of interactive and experiential elements across a rich hub of content and events, most of which also featured in the 5-star rated iPhone app, and a playful Memory game that refreshed each week for an entire year, giving visitors the chance to Play Melbourne and win a spontaneous visit.

We incentivised Social sharing and found that a huge source of ongoing traffic, but we had to light the fuse somewhere – and light it we did, with a set of web ads based around the Play Melbourne story: an intriguing, interactive, upmarket and enticing bunch of rich and standard banners that drove tens of thousands of visitors to the site each time they ran.

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 design; Brendan McMahon for engineering; Matt Houltham for wrangling; Miranda Dimopoulous for producing; Fracture for the gorgeous banners… you’re all ace.


Do your thing better with Vodafone

James Rolleston introduces Vodafone

James Rolleston helps Vodafone explain how to Do Your Thing Better

Vodafone is here to help you do your thing better. But what is your thing? And what if Vodafone could show you all kinds of ways a smartphone might help you do your thing better — whatever your thing might be?

To answer those questions, we set about researching the 30 Things New Zealanders Most Love To Do. Then we turned those discoveries into a whole web of helpful guidance. At the top of the funnel we ran some simple, eyecatching digital ads, connecting to a powerful portal that lived in Facebook and produced a ton of social content (Facebook, Twitter, LinkedIn, Youtube…), plus posters, print ads, intro videos, PR stories, promotional ideas, instore graphics, you name it.

The power of the experience revolves around the fact that everything promotes that genuine Top 30 List — and the complementary Top 10 Business Things. And wherever we could, we featured the classic laid-back Kiwi icon, James Rolleston of Boy fame.

The core of the experience is the Do Your Thing Better portal – where you can pick up to three things you’re into from the Top 30 List, and as James explains, “click through to see all the awesome Apps for your Smartphone, and links to really useful stuff on the Internet” that Vodafone’s found to help you do your thing better. It’s dynamic, so it works across tablet, PC and mobile.

Vodafone Do Your Thing Better on iPhone

See how Vodafone can help you do your thing better. Head on over to www.doyourthingbetter.co.nz — or if you’re a bit “entrepreneurial”, try www.dobusinessbetter.co.nz.

This project was a massive team effort from the crew at DraftFCB in Auckland, along with the great crew at Vodafone. From channel wrangling to scripts, shoots and edits by way of website QC and checking off every QR code, it’s been a huge project, with heaps of people to thank — especially as it looks like it’s working already…
Vodafone fans on Facebook love the work

Choice, indeed!