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 or 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 sites – 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 Flash movies running 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.
Embedding ideas in their context.
The alchemy of ideas: turning your everyday insert into something great.
Meet the Robinsons
- Your Time Machine Awaits…
Capturing the spirit of adventure and excitement of the film, Meet The Robinsons takes you on a treasure hunt to the future. This campaign seeded clues in off-line media such as bus stops, movie posters, and press ads; and asked participants to build “time-machines” by submitting their clues online.
What it does: Shares the excitement of the film through video and animation; more importantly excites kids into signing up to build their own Time Machine from parts they’d found scattered around Singapore.
Who built it: Steaming through content supplied by Buena Vista in California, Andy headed Kash and Loy to build out the back end, while cajoling a freelance artist to replicate the Disney style in developing the Time Machines for the front end.
What we learned: Keep Playing. The media company couldn’t seem to find ways to bring this movie to life. Profero kept at it, throwing idea after idea around until we found one that would gel with the audience of ten-year-olds.
Dressing up for Christmas
Citibank: Dressing up for Christmas
Citibank partnered with Singapore’s oldest department store to create the Citibank Tangs Visa – just in time for Christmas. We went shopping for a couple of kick-ass illustrators, and ended up with a real treat: a bagful of goodies, just for Citibank Tangs Visa cardmembers.
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.