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L.Eggs E Folio 2011

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Page 1: L.Eggs E Folio 2011
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commonwealth bank: dollarmitesagency: New Dialogue (now Tongue).

media: Website.

brief: CBA’s Dollarmites Club targets

young kids with the primary objective of teaching them good fi nancial sense from an early age. The Club has been around for years and many CBA customers fondly remember the Club as their fi rst banking experience and have stuck with the Bank since.

By 2008, however, the Club needed a boost - as the characters were becoming tired and boring. Particularly since they were now up against a barrage of contemporary online entertainment.

The website also needed to account for parent approval - due to growing concerns about marketers targeting kids with unwholesome content... along with fears of stranger danger.

And thirdly, the website had to work as an interactive platform that tied in with the DM campaigns/competitions.

execution: Obviously, a serious make-over was needed. So we animated the characters and gave them voices, plus fun biographies. We also created more informative content for both kids and their parents. The result was a 67% increase in session duration and an IAB award in the Financial Services Sector.

digital

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digital

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commonwealth bank:home buying know how campaignagency: New Dialogue (now Tongue)

media: An informative website offering a

suite of home buying tools and advice via

podcasts and downloadable information.

This website was supported with swf, gif

and fl ash banner ads which refl ected

various target market needs and CBA

home loan solutions. Campaign no longer running.

brief: The CBA wanted to position itself

as the premier home lender with all the

answers; not just in the fi nancial sense, but

in the practical sense of buying a home.

Coupled with the fact that many home

buyers are bamboozled with the whole

process, the website needed to be a step

by step guide to home buying and the

costs associated with it.

execution: The look and feel of the

campaign had to refl ect the mainstream

press ads. This consisted of block-style

buildings that looked like they had

expanded across news print (or were

squashed by it) to demonstrate a point.

Online, the block-style buildings also used

space to grow or change shape before the

viewers eyes - looking like they were

growing beyond their booked media

allotments.

digital

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kotex: stayfree ultra thin agency: The Farm Digital

media: Online banners, forum & website.

Pitch.

brief: To engage young women and

position the Kotex brand as one that

relates to their lifestyle and ideals.

Research had shown that the brand had

fallen into the old-school category and was

not considered to be very innovative.

execution: Since sanpro advertising is

generally bland, the agency chose to go the

social media rout and encourage dialogue

among the market; drawing analogies

between the closeness and comforts of

girl friends and advanced sanitary napkins.

The campaign was to run static and rich

media banners. These linked to a forum,

that engaged insightful and often

humorous conversations about friendships

between women.

In doing so, five emotional categories

were adopted to spark conversation and

thoughts. Women could also find out

more about the product via a product

landing page and free sampling.

Unfortunately, this concept didn’t run.

However, the agency did win the account

as a result of it.

digital

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digital

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commonwealth bank: $50 credit on credit cards campaignagency: New Dialogue (now Tongue)

media: swf, gif and fl ash banner ads in all

sizes for 4 different cards, plus a microsite.

Ads were highly targeted, appearing on a

select range of sites - depending on market

demographics and the relation of the card

propositions to the sites.

Campaign no longer running.

brief: The CBA was experiencing a

reduction in its Platinum, Gold, Awards

and Low Fee credit card uptake. To en-

courage aquisition, The Bank offered $50

worth of credit on every new card

application. The campaign also needed to

highlight the many benefi ts of each card

and relate them to the specifi c target

markets.

execution: This was a complex

campaign. So to demonstrate the

advantages of each card in an attention

grabbing way, we developed banner ads

that tore along the centre, layer by layer,

revealing a new propositon beneath. From

a copy perspective, this meant that the

lines had to fl ow from both top to bottom

and bottom to top.

Of course, there were far too many

messages to be conveyed in the banner

ads, so the microsite took the form of a

comparison table.

digital

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digital

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caltex: main websiteagency: New Dialogue (now Tongue)

media: Informational website for

consumers, business and investors.

brief: Caltex needed to update its main

website to be more informative, rank

higher for SEO, be easier to navigate and to

establish a more corporate, yet consumer

friendly tonality.

execution: From my perspective, this

was an exercise in creating the right

tonality and editing a good deal of the

content.

This was quite a large job with the content

coming from a wide range of stake-

holders.

Despite their conservative disposition, a

good deal of the copy got through

unchanged - which, apparently, is unusual

for Caltex.

digital

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caltex: biofuels agency: Tongue

media: Interactive microsite

brief: To maintain its innovative stance

in the fuel market and to better educate

customers about biofuels, Caltex required

an informative, yet friendly microsite. They

also required an interactive ‘biofuel finder’

component to help drive traffic to Caltex

biofuel retailers.

execution: When I was briefed on this

job I couldn’t help but feel a tad

uncomfortable. For me, writing about a

fossil fuel conglomerate that was

espousing the need for environmental

protection represented a murky shade of

green washing. Luckily, Caltex had a story

to tell; one which was factual, truthful and

as financially driven as the importance of

renewable energies and public approval.

In the end, it became one of the most

enjoyable corporate jobs I’d worked on.

digital

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university of westernsydney: bachelor of music degreeagency: New Dialogue (now Tongue)

media: Website, full page ads in street

mag’s, radio and experiential. Site no

longer running.

brief: UWS has a state of the art music

facility and offers degrees in a vast range

of areas. However, their courses lacked

recognition and were often overlooked by

HSC school leavers when making their uni

selections.

execution: To make the UWS Bachelor

of Music top of mind with school leavers,

we created a more contemporary web-

site using talent from the school. This site

highlighted the range of courses available

and ran with the strapline: There’s more

to music at UWS (which was the client’s

strapline).

The site also profi led the academic

requirements for each course, the types

of people these courses would benefi t and

samples of work (downloadable) that were

created by past students.

To support the site, 30sec radio ads (on

indi stations, like FBI), full page ads in street

mag’s and free air guitars with bonus picks

were produced.

The free air guitars and picks were handed

out at gigs - which was extremely popular,

despite some guitars being untuned.

University of Western Sydney. Bachelor of Music Degree:

www.theresmoretomusic.com

UWS has a state of the art music faculty and offers degrees in a vast range of areas. However, they lacked recognition and were often overlooked by school leavers making their uni selections.This website became the centre-piece of the campaign and was backed with press ads in music / street mags. Free air guitars (the client couldn’t afford much) with bonus picks were also given out at popular music gigs.

through the line

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Front and back of air guitar pick card

throught the line

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kellogg’s: all-branagency: Tongue

media: Interactive website: www.all-bran.com.au

brief: To introduce the wide range of All-Bran cereals now produced by Kellogg and to position All-Bran as the most effective, delicious source of fibre on the market. The website also needed to educate consumers about the importance of a high fibre diet and healthy living - and demonstrate how this doesn’t need to be boring.

execution: This website had to be deep and informative - covering a vast amountof content, including how the digestive system works, nutrition and the need for fibre, recipes, product information, a fibre calculator, regular journals from a dietitian, FAQ’s and more. Thanks to the use of Ajax, all of the above could be coveredin a comprehensive way - allowing snippets of info which could expand to reveal more detailed explanations.

digital

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di’s hill: romantic home stayagency: Molotov Communications + Icon Innovations

media: website: www.dishill.com.au

brief: To photograph and build a websitefor this spectacular holiday house. The client, Dianne Willett, had been strugglingto lure guests and wanted a website thatbrought to life the charm of the property and the Lake Conjola area - which few people know about.

execution: Using WordPress, IconInnovations and I developed the site foroptimisation, functionality and, above all,inspiration. Indeed, the landing page set the tone with an image loop of copy reading:

“Five acres of personal tranquilitySpace to lose yourself...... and rediscover each otherThere’s a pool that’s 6km long...... and an endless park to walk inMonuments from another time......and time to linger and relax.”

The site was set up for easy back-endadministration by the client, opportunitiesto run special promotions, for readers and guests to add blogs and for people to make reservation enquiries. We’re also workingon her to incorporate a social media campaign to get her search ratings higher.

digital

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ingersoll-rand: the dmm3 blasthole drill

agency: Milne and Partners.

media: Full page ad for engineering and construction magazines.

brief: To demonstrate the enormous drilling ability and technical advancements of Ingersoll-Rand’s DMM3 Blasthole Drill.

execution: The fi rst step was to convince the client to depart from the typical, mechanical/statistical advertising found in engineering and construction trade journals at the time and do some-thing that really stood out.

The next problem was coming up with a concept that would demonstrate the benefi ts of the Blasthole Drill in a compelling way.

Like usual, the budget was small and the production period even smaller.

As the drill vaguely resembled a rocket launcher, our solution was to turn a stock shot of a space shuttle upside down.

mainstream

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schwarzkopf: indian fi re

agency: Harris Robinson & Associates

media: A3 poster for hair dressing salons.

brief: Build awareness of Schwarzkopf’s new red hair dye, Indian Fire.

execution: This product had no majorbenefi ts over its competitors; it was simply quality product that dyed hair red.

From an emotional point of view, however, red hair dye had a lot to offer. The client research showed that many women who chose to dye their hair red were head-strong, confi dent individuals that weren’t worried about fi tting in.

To refl ect their ideals, and tie in with the product name, Indian Fire, a quasi Asian/ mystical approach was adopted.

point of sale

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balmoral boards

agency: Molotov Communications

media: Full page ads in snow board, skate board, mountain bike and ski mag’s.

brief: Proposal to get client in the door.

execution: When I started Molotov Communications, I was on the lookout for SME’s that would allow us to do some really fun stuff. However, I felt that they had to have a great product and business plan, a strong background, market recognition and a desire to grow. Balmoral Boards ticked all those boxes and more.

After a little snooping, an art director (Rua Perston) and myself put together a proposed print campaign that positioned Balmoral Boards as the Gods of snowboarding. These concepts could also be adapted to metro lights, street posters, cafe postcards or even local bar coasters.

We posted the layouts to the client with a cheeky letter that explained how we would like to make him famous. This scored Molotov an interview.

Over the course of two years, Molotov provided strategic direction for Balmoral Boards and its B-Star label, plus assistance with their catalogues.

through the line

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through the line

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good cause: recruitment

agency: Molotov Communications

media: Small-space recruitment ads for press.

brief: Good Cause was a fund raising consultancy that organised events and programmes for a wide range of popular charities. Basically, the company trained people to discuss specific charities with the public in a bid to encourage regular EFT donations.

Their recruitment ads targeted people who wanted casual work while at uni - or just needed a short term job to help make ends meet. Of course, the budget for these ads was minuscule.

execution: Molotov created a vast series of small-space, type driven press ads to run in the recruitment section of local and major newspapers.

Most people are aware that this job is not a glamorous one, so changing peoples’ perspective about the work and appealing to their altruistic side was important.

mainstream

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good cause: recruitment

agency: Molotov Communications

media: Recruitment strip ads for free street publications.

brief: This was a Molotov initiative which followed up from the small space press ad campaign. The strategy was the same as the small space campaign - only using dif-ferent publications and layouts for impact.

execution: Running on the success of the small space press ad campaign, I suggested that Good Cause invest a little extra money in running some highly visible strip ads in free street and university publications. The client loved the concepts but, unfortunately, decided to adapt them into more small space press ads.

mainstream

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mainstream

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sterling pharmaceutical:first steps campaignagency: Clemenger Direct

media: A series of informative, 12 page

booklets that focus on childhood

development.

brief: To help build long-term customer

loyalty, Sterling Pharmaceutical decided

to produce a series of booklets to advise

mums and dads about the different stages

of their kids’ development - and position

Panadol as a trusted authority on growing

pains in the process.

execution: Data collection was

achieved through direct response ads

in women’s magazines and brochures in

bounty bags. Parents could sign up every

child under seven - ensuring they would

receive a new First Steps booklet that

corresponded with birthdays. Each

booklet focused on the behavioural,

learning and growth expectations for a

specific age-group. They also carried an

information chart at the back to keep

Panadol top of mind between mailings.

This included immunisation charts, home

first aid guides, resuscitation procedures

for minors, etc.

Naturally, each booklet had to be

thoroughly researched and approved by a

recognised paediatrician.

direct marketing

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direct marketing

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sandoz pharmaceuticals:lamisil ‘murder on tinea’ agency: Clemenger Direct

media: A direct response mailing to GP’s

and dermatologists. Sample request forms

were included.

brief: Sandoz Pharmaceuticals’ Lamisil

cream was the only dermatological cream

on the market that actually killed fungal

infections, such as tinea and ringworm. At

the time, the cream was only available via

prescription, so the company had the

challenge of, not only educating doctors

about the efficacy of the product, but to

convince them to take all fungal infections

seriously enough to prescribe Lamisil. (As

many GP’s ignored these infections, or

falsely believed they could be cleared up

with over the counter solutions.)

execution: The client and agency alike

felt that mentioning the word ‘kill’ wouldn’t

go down well with doctors - despite it

being an integral part of Lamisil’s

proposition. With that, we challenged

doctors to look at the evidence and judge

for themselves. Hence, the ‘murder on

tinea’ concept. This also enabled us to

quote medical papers (which are pretty

bland) and present them as conclusive

evidence in a more interesting way. The

concept also provided a great platform in

which to invite GP’s to trial the product

themselves. This mailing was backed up

with telemarketing and invitations to

dermatological seminars etc.

direct marketing

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direct marketing

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achievement concepts:corporate wilderness:stage 1agency: Molotov Communications

media: A two-stage direct mail campaign to the top 50 companies in Australia.

brief: Achievement Concepts helps companies to develop their culture, leaders and teams. By taking key players out of their comfort zones and making them work together in hostile wilderness regions, executives learn how to adopt constructive thinking behaviours - rather than being defensive. These trips are facilitated by an accomplished mountaineer and psychiatrist and are followed up with mentoring.

Naturally, the programs aren’t cheap. And, because our mailings were to target the top CEO’s, they had to be cut-through enough to make it past the PA’s.

execution: The program was summed up with an invitation for companies to ‘navigate the corporate wilderness’. This consisted of a personalised topographical map of a national park - where the park itself, plus streams, mountains, and ridges was renamed after the company and its key exec’s. The map was also marked-up with a teaser, asking the CEO how far they could take their team.

A short letter, personalised brochure and compass also accompanied the map; along with a bushwalking mapbag as a vehicle for the whole pack.

direct marketing

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achievement concepts:corporate wilderness:stage 2 agency: Molotov Communications

execution: A week after receiving the first dm pack, the company would receive a follow-up mailing. This mailing was also highly personalised and built on the Corporate Wilderness concept - albeit, with a prusiking analogy.

Prusiking enables people to get over difficult cliff faces with the use of ropes and loops. So it reflected the message of “getting executives over hurdles - particularly those in the office” perfectly.

To illustrate the notion, the second stage pack included prusik loops, a personalised brochure - which set the scene for the program itself, photos from previous corporate trips with testimonials on the reverse, and a letter. This letter was kept short and simply informed the CEO that there was a limited number of program vacancies still available .

The client was adamant that, as long as the CEO had received the mailings, he would be able to sell-through the program in person. And so, three days after the second mailing, the client was to follow up with a phone call.

This campaign had real cut-through potential and our client loved it. Unfortunately, it didn’t go ahead due to internal politics on the client side.

direct marketing