Taking advertising beyond the line

Posts Tagged ‘concept’

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.


Setting carparks free for the masses

The FCB Auckland Free Parking App

Set your carpark free for anyone to grab -- from any smartphone, anywhere, anytime

Got a problem? I’ve always got a solution. Here’s a perfect example: a web App that lets the crew at FCB free up their unused park for the day, and allows those with the fastest fingers to reserve that spot, on the spot – all from any smartphone, anywhere, anytime.

It’s making leased carparks liquid, in the form of an advanced, mobile-first web App seamlessly integrated with the FCB Intranet. Results? I’ll give you results… it’s an enjoyable, simple to use, robust solution that actually works, with well over 400 parks set free in the first six months, and close to zero parking-related emails.

It’s also a showcase for the way we work to change things, the skills we have in-house to build things, and the joy with which we adopt new things.


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!

 


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!


Cheers to your very own piece of New Zealand.

Steinlager Pure website and iPhone App

Imagine a piece of the purest land in the world secured in your name – and the chance to see it for real.

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.

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 coaster showing unique code portion
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.

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

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 sited to a life lived to the full

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.

Visit the site

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

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!)


Drawing a line in the sand.

Standing our ground with words writ large

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.