What we've done
Brian Merrifield | Damian Damjanovski | Jane Burhop & James Crawley
This is where you can find a collection of the campaigns, brands, and ideas we've each worked on in our careers across a number of agencies.
Coca-Cola | Share a Coke
Despite healthy brand tracking data, 50% of Teens and Young Adults hadn’t even enjoyed a ‘Coca-Cola’ in the previous month alone. So we set out to do two things:
We wanted our target to consume the product, not just the brand. The idea needed mass appeal (teens, young adults, household shoppers) but still target our bull’s eye of 24 year-olds who have not had a ‘Coke’ in over a year.
GET PEOPLE TALKING ABOUT ‘COKE’ AGAIN
We wanted people to sit up and notice ‘Coke’ with a sharable idea that makes a big splash, gets in the papers, disrupts, and excites.
‘Coca-Cola’ has always been an integral part of people coming together. But in our new digital world, how we connect has changed. It seems the more friends we gather online, the fewer we see in real life. We had to jump start some real conversations - with people you may have lost touch with, or were yet to meet. And nothing reminds you more of someone than their first name. So we printed the 150 most popular Australian names on ‘Coke’ bottles, invited Australians to ‘Share a Coke’ with one another, and once more became part of people coming together.
- Sales transactions grew 3%, volume increased 4%.
- 5% of Aussies started enjoying ‘Coke’ again.
- Young Adult consumption increased 7%.
- 12,020,000 earned media impressions.
- Traffic on Facebook increased 870%.
- Number one most talked about Facebook page locally.
- 76,000 virtual ‘Coke’ cans shared.
- 378,000 custom ‘Coke’ cans printed at Westfield Malls.
- 50 new names added via voting.
- 1 country painted red. Plus New Zealand Now.
Coca Cola | Bottle Bat
Coca-Cola wanted to create another occasion for the average Australian household to purchase 2L bottles of Coke. With an already existing Cricket Australia sponsorship and a national love of the game, this extra occasion was Cricket. Our task was to develop an idea that directly connected the enjoyment of the summer cricket season to the purchase of Coca-Cola.
We didn’t just make an ad – we created a new way to play the game: The Coca-Cola Bottle Bat.
TVCs, Outdoor and The Australian Cricket team spread the word and to get one you didn’t have to look very far. Stocked in 7/11 and service stations across Australia, the Bottle Bat handle and ball were free with the purchase of two 2L Coke bottles.
Backyard cricket had always been a big part of the Australian summer; we just made sure Coke was there too.
Results: What started as a run of 60,000 bottle bats transformed into 400,000, which were all redeemed in just 6 weeks. Convenience stores and petrol stations that stocked the Bottle Bat saw a 2L volume increase of a massive 24%. Independent outlets also saw volume jump 21% and in Licensed Outlets volume growth was triple the already ambitious expectation.
The United Nations needed to get the Australian public thinking seriously about poignant social issues. Seven images of different people with harrowing and inspiring stories were photographed and their images were placed around major Australian cities. Using unique photographic mobile technology the user would capture the person's mouth on the poster then MMS the image to a number that would call them back with the person's story.
The mobile call invited you to visit unvoices.org.au to leave your own voice and listen to the other stories you may not have encountered. You could also read the comments left by others.
Toohey New | Beer Relay
Whitestag beer has only 1/3 carbohydrates, so to promote it we decided to operate like a charity, giving the other 2/3 to people who love carbs the most. Americans. The more beer Australians drank, the more carbs we could donate to hungry Americans.
Since Americans seem to love over sized meals and high carbohydrates, they were the perfect recipients. Australians have also had a longstanding love/hate relationship with America, which made them the perfect recipients of our excess carbs.
The 6-month sales target was achieved in the first 3 weeks, selling over one million Litres of white stag. It was so popular that trade demanded it be made available on tap some 21 months earlier than originally planned. We thought that was pretty good.
Tooheys Whitestag | Carb Relief
Our beer has only 1/3 carbohydrates, so to promote it we decided to operate like a charity, giving the other 2/3 to people who love carbs the most. Americans. The more beer Australians drank, the more carbs we could donate to hungry Americans. White Stag beer had 2/3 carbs to spare. Since Americans seem to love over sized meals and high carbohydrates, they were the perfect recipients. Australians have also had a longstanding love/hate relationship with America, which made them the perfect recipients of our excess carbs. The 6-month sales target was achieved in the first 3 weeks, selling over one million Litres of white stag. It was so popular that trade demanded it be made available on tap some 21 months earlier than originally planned. We thought that was pretty good.
American Express | Talking Tags
American Express had an already successful DM campaign that educated customers about the benefits of signing up for a Supplementary American Express Card. Our brief: come up with something to give this campaign a life beyond the letterbox. Our solution: Talking Tags - an online utility that gives your Christmas gifts a personality.
The Get A Ticket Challenge
Instead of trying to scare young drivers with the promise of fines, the 'Get a Ticket Challenge' rewards those that do the right thing.
American Express | The GreenCard Project
Rewards for buying right, not buying more.