SATV - MEET THE LOCALS FROM YOUR LIVING ROOM
Christmas in Australia is the middle of summer, time for Aussie families to travel together and explore their own country. But last year this traditional travel time was cancelled due to the bushfires. Then, it was Covid. By April we had a struggling Travel Industry, local business under threat, and thousands of travel-starved Australians locked at home consuming content from their mobile and computer screens.
The challenge was to keep Aussies engaged with the idea of traveling domestically when travel resumes, and to get them committed to do so in South Australia. And incidentally, to generate income to the small businesses that rely on tourism and keep them from closing their doors.
Travel is about connecting with the locals, with the culture, with a place. We leveraged every aspect of Facebook and Instagram to connect people with the most unique experiences of South Australia - wine, dishes, landscapes - some of which had never been witnessed before.
They could watch Lives from South Australians showing their beautiful landscapes, telling pub stories, teaching how to prepare the most delicious recipes from the best restaurants and even recreated virtual cellar doors. Throughout the campaign, people could swipe up and leave a tip, buy local products and even buy travel experiences to be redeemed in a year’s time.
“Facebook providing the vast bulk of the traffic to SATV content, so that’s been really pleasing. I think the final thing to say and the ultimate KPI is that our industry are reporting really solid support for their new offers – so things like the grocery boxes being offered by (what used to be) cellar doors, the produce packs offered by what used to be wine tours etc, are doing well, selling out and keeping people employed, so that’s immensely encouraging.”
RESULTS
“Despite reduced interest in active planning of travel, the results show a strong intention to travel, as Australians research and plan their trip to South Australia.
+25% YOY - visits to southaustralia.com
+60% YOY - leads to tourism operators, clear increase in intention to travel to SA.
+70% YOY - interstate website visits over the course of the campaign.
Facebook (FB+IG paid and organic) accounted for 56% of all traffic to site, 2.5X higher than the next highest contributing channel (eDMs).”
BMW - THE UNSTAGRAMMABLES
BMW needed to launch the new X3M and X4M and their performance credentials to a large number of car enthusiasts.
Fast cars are all over Instagram, and they all look the same, because speed is invisible. So how do we reinvent the performance experience for a mobile environment?
It's the dust that does it. The stunning visuals created by a car that's just raced by and left a red cloud of sand in the air. Let's not show the car. Let's dramatise its performance by the trail of dust left behind. Beautifully atmospheric visuals that leap out of the feed, implying speed and control, and creating a new type of 'car ASMR'.
BREAKING NEW GROUND ON INSTAGRAM
RESULTS
“2,437,354 Thruplays.
This is more than 10% of our country’s population.”
DAN MURPHY’S - SUMMERLIER
In summer, the 'big Australian migration' starts: everyone goes away, amping, visiting relatives, exploring their own country. No one is home to receive the catalogue, and their trusted advisor from their local Dan Murphy's is not there to help.
So how to raise awareness of Dan Murphy's and its summer offering, range and specials, as well as presence around Australia?
We created a mobile bar with all the products that would be in the summer catalogue. And sent the bar traveling around Australia. In each stop they would meet with local Dan Murphy's staff for their summer drinks recommendations and specials.
In the end people could win the fully stacked bar.
RESULTS
“For the first time a catalogue went on a road trip. Cheers to the results.
+17.9 pts ad recall, almost triple the regional norm and more than double the vertical norm.
+2.2 pts top of mind awareness, well above the 1.2pts APAC norm and 1.7pts retail norm.
This campaign was the the first experiment in creating a people first, mobile first experience. Through a user experience study, we mapped every behavior from the print catalogue (inspiration, discovery, opportunity, etc) and matched them to digital and mobile formats. This became extremely relevant in the year of COVID, when retailers had to rapidly pivot to digital. Although with different creative/campaign layers, the core CX thinking and methodology has been adopted out by Australia’s biggest retailers.”
“Thank you.”