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.

Sep 29, 2011 | All Work, Digital, Direct / DM, Favourites | Leave A Comment »

Absolute clarity… as seen on TV.

LCD, Plasma, FullHD vs HD vs HD-Ready, HDMI, VieraLink, Composite, RGB… if there was one category looking for a bit of clarity, it was flatscreen TVs. Knowing (a) that a huge amount of the buying process takes place online, and (b) that entire process can be thwarted at the last second by a salesman on commission, we took on the job of recreating the web presence – including strategising and managing the search – for Panasonic Viera in New Zealand, as part of the Publicis Mojo team.

While a set of truly excellent TV commercials did the impossible job of making Panasonic’s great TVs look amazing on other people’s rubbish TVs, we worked in the background to ensure Viera’s entire web presence – search and website – reflected the “Absolute Clarity” message. That meant reviewing everything: from a redesign to reflect the glossy, high-end feel of the TVs themselves, right through to staging the copy in deeper and deeper layers so the average visitor wasn’t scared away by jargon from the start. And the site’s structure and all that copy was designed in concert with the Search team to lure visitors in and drop them on the right page, depending on their search term, which depends on their stage in the buying process.

Result? From number three to number one in flatscreen TVs in six months, while a competitor even gave up and exited the market. That’s a pretty clear indication of success.

Feb 28, 2009 | All Work, Digital | Leave A Comment »