SPOTLIGHTON THE CENSUS

CASE STUDY

CAMPAIGNSpotlight (spotlight.abs.gov.au)

CLIENTAustralian Bureau of Statistics

AGENCYLeo Burnett, Sydney

BACKGROUNDThe Australian Census happens every five years, but many people see it as little more than an obligation, affecting participation rates and, as a result, the quality of information gathered.

There was a worrying trend of under representation from several key groups, the most significant being Gen Y.

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OBJECTIVESThe key objectives were defined as follows: • actively dispel the cynicism that

Gen Y have towards most government initiatives,

• increase engagement levels with Gen Y and encourage interaction in the lead-up to Census night, and

• increase participation of Gen Y in the Census to be in line with the overall population.

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STRATEGYThe Census needed to step away from its heritage as a compulsory government initiative and stand for something aspirational. We took the communications away from ‘compulsory’ to participation for a better Australia. Statistics and data weren’t the most popular subjects, so we focused on something we knew our audience would be interested in: themselves.

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EXECUTIONSpotlight is a personalised interactive film that shows how the data relates to you as an individual, using existing Census data to create a story about each visitor to the site.

After launch, social media was key to getting the word out and building our audience.

A personalised infographic could then be shared across the users’ own networks.

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RESULTSBy Census night the site had generated 37,000 unique infographics, which were viewed more than 61,500 times and earned more than 4500 ‘likes’.

User data from Spotlight indicates that more than half of our visitors were from Gen Y.

Full case study at: marketingmag.com.au/case-studies

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