Taking advertising beyond the line

Posts Tagged ‘website’

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.


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!)