Taking advertising creativity beyond the line

Posts Tagged ‘copy’

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.
Play Melbourne - reward your curiosity

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.


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!

 


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. 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 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.