Campaigns

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SDA
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Services delivered
  • Branding identity
  • Website Design

Background:

The SDA (Shop, Distributive and Allied Employees Association) is the largest trade union in Australia, with more than 230,000 members. It has branches in every State, and provides a comprehensive range of member services, available to all full-time, part-time or casual employees.

The objective:

The SDA needed an identity and action to be associated with its ‘Take the Time’ campaign that sought to curtail the NSW State Government’s drive to extend retail trading hours. Any extension of trading hours was seen as detrimental to the interest of SDA members.

The result:

We established an identity for the ‘Take the Time’ concept that focused on a better work/life balance, not just for SDA members, but which extended the message to a broader support base. Key messages were developed for digital, print and other collateral material that supported direct community activity such as family-friendly rallies and picnics. The online petition was a key element of the campaign, playing a significant factor in the eventual withdrawal of proposed amendments by the NSW Government. 

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The Police Association
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Services delivered
  • Branding
  • Event Merchandise
  • Logo Design
  • Website Design

 

Background:

The Police Association of Victoria, founded in 1917, exists to advance and represent the industrial, legal, professional and welfare interests of its 13,000 members. The Association is a Federally registered and recognised trade union.

The objective:

As part of the Association’s year-long enterprise bargaining (EBA) process to late 2011, it needed a campaign to achieve a number of objectives, including: 

  • holding the Victorian Government to its 2010 election promises; 
  • informing the public of the value of a well-paid, well-resourced police force; and
  • galvanising the Association's own membership to fall in behind the campaign.

 The result:

We selected various appropriate communication channels, and subsequently produced a wide variety of materials directed at members of the Association, the general public and Members of Parliament. Channels included metropolitan and regional radio, mobile billboards, and web development.  

A spectacular highlight of the year’s work was our production of visually provocative billboards and advertisements featuring police injured in the line of duty, which helped to shift public opinion behind the Association’s cause. The resulting EBA achieved an unprecedented 30% wage increase over four years. 

 

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TWUSUPER
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Services delivered
  • Brand Style Guide
  • Branding
  • Event Merchandise
  • Logo Design
  • Website Design

Background:

TWUSUPER was established in 1984 as the industry super fund for people working in transport. Today, it is Australia’s largest super fund for the transport and logistics sector and the fund of choice for many of Australia’s largest transport companies.

The objective:

The goal for the ‘Super tips for all ages’ project was to raise awareness among TWUSUPER members of the key things that they could do to make a difference to their super balances.

The result:

This campaign won the 2010 Rainmaker Marketing Excellence Award for Best Integrated Campaign of the Year. 

Age-segmentation and simplicity were the key drivers behind the campaign. Keeping to only three tips per age group, using age-segmented photography and a variety of practical communications platforms helped to maximise its impact. Concurrently, the use of relevant and friendly member photography and the simplicity of the campaign as a whole, helped improve the personalisation and approachability of the Fund.

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VISY
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Services delivered
  • Branding
  • Event Merchandise

Background:

Visy is one of the world's leading packaging, paper and recycling companies, employing over 5,500 staff and operating in Australia, New Zealand, Thailand, Vietnam and Malaysia, with trading offices in Singapore and China. Visy also has a 'sister' company, Pratt Industries USA, which employs a further 3,500 staff in North America.

The objective:

Visy asked us to create and promote a campaign that helped raise awareness of workplace safety within its businesses.

The result:

Initially, we devised a slogan, ‘Tuff on Safety’, and a canine cartoon character ‘TUFF’ to champion the campaign. 

The use of a cartoon character allowed us to use strong, memorable messaging on a topic often treated with complacency, and helped to tie the campaign together over a wide array of communications channels.  

Design and creative execution was applied to signage, displays, stationery, merchandise and other printed materials.

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Campaign strategy development

Before undertaking any marketing campaign, we develop a clearly defined strategy. We work with our clients to articulate this, through defining the objectives, the target market, the key messages and the desired outcomes of the campaign.

Our experience includes delivering successful campaigns to:

  • grow market share with existing customer segments;
  • deepen relationships with existing customers (or members) and build loyalty;
  • enter into new markets;
  • reinforce or build an organisation’s profile and brand;
  • motivate customers (or members) to think and act; and
  • mobilise people for a particular social, environmental or political purpose.

Our experience

Our campaign experience includes business to business, business to consumer or member, and internal, and spans all communication channels:

  • Above the line channels – billboards, print advertising, online advertising, radio, film production
  • Below the line channels – annual reports, brochures, stationery, direct mail, electronic direct mail, point-of-sale, signage
  • Integrated – integrating all communications, including PR, advertising, sales promotion, direct marketing, online communications, social media, and internal communications
  • Digital & online – website, electronic direct mail, dedicated applications development, campaign websites, database integration, web banners, online annual reports and personalised statements
  • Interactive PDFs, online content development, and SMS marketing
  • Social media – scoping, designing and building across Facebook, Twitter, blogs, and YouTube sites