RSPCA & Floriade 2014

The Problem

An lack of awareness on ways the community could get involved and support the RSPCA ACT.

The Objectives

  • Raise awareness about the RSPCA’s foster carer program.
  • Get people to register as carers.

The Strategy

Floriade offered a wonderful opportunity for the RSPCA to create more awareness about the program and generate more public support. As a non-for-profit the strategy needed to be simple, cost effective and needed to utilized available resources.

Hence, flyers were handed out at Floriade that complied with RSPCA Australia standards and had a step-by-step process on how to register. These were given out by carers themselves, so as to relate first hand experience about the process and benefits of the program.

The Outcome

The flyers were well received, and public registering went up with no cost to the organisation.

UN Zero Hunger Challenge Campaign

An amazing opportunity conducted by the University allowed students to be briefed by Christopher Woodthorpe the Director of the United Nations Information Centre on a campaign for the UN’s upcoming participation in Expo Milano 2015. With the only criteria being to focus on the UN’s fifth pillar – Zero Hunger and maintain the UN’s style. We were off with a hypothetical budget of 10 million dollars.

This is what we did.

The Problem

Food is one of the most important resources we have, yet it is being wasted at an unsustainable rate creating food shortages around the world. 1.3 billion tonnes of food is lost or wasted each year around the world whilst 1 in 8 people go hungry.

Expo Milano 2015 provides an excellent opportunity to launch a campaign combatting the issue of food wastage. The large number of national and international attendees provides a high reach whilst the length and expanse of the expo provides a high frequency and exposure of key messages. Furthermore the theme of the expo “feeding the Planet, Energy for Life’ provides relevant context in which to launch a campaign.

The Objectives

  • To create awareness about the UN’s involvement,
  • To create awareness of the food wastage issue,
  • To create self-awareness among food wasters.

The Strategy

To create engaging touchpoint to attract the 20 million visitors (70% Italians and 30% international visitors) before and during the Expo via:

  • The UN’s and Expo’s websites,
  • App,
  • Outdoor advertising,
  • Partnership with Alitalia (branded tray place mats)

Touchpoints at the Expo

  • Segway to Pavilion
  • Spoon installations
  • Branded plates, posters and dining areas
  • Pavilion Pledge Booth (social media campaign)
  • Food Savers
  • World Food Day Flash Mob

Touchpoints after Expo

  • Social media campaign
  • Advertising

The Outcome

Our efforts resulted in our group pitching to Christopher Woodthorpe the Director of the United Nations Information Centre and receiving Finalists and Appreciation Certificates from the UN.

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The Collectif

The Problem

A lack of Australian designers within the mainstream fashion market, especially in Canberra

The Objectives

  • To deliver unique fashion creations
  • To create a brand that will promote local talent
  • To collaborate with schools and event venues to harness and exhibit the potential of local designers

The Strategy

In order to create a brand and develop a realistic brand strategy, our group undertook the following tasks:

  • create realistic objectives,
  • outline a mission statement and slogan,
  • primary and secondary research,
  • create the brands characteristics and personality,
  • formulate a competitive brand claim,
  • identify methods of delivery and develop business to business and consumer marketing plans,
  • develop the brands positioning though its unique attributes,
  • identify the target audiences demographics, personality and attitudes, motives, values and desires
  • identify the emotional and tangible benefits of the brand and its products.

In regards to creative my role included deriving the brands name, logo and colour scheme as well as collaborating with team members to create copy for the campaign.

The Outcomes

The development of a viable brand that communicated a consistent message and had strong brand equity and resolved a real problem within the Australian market.  

Dragon Alliance E.C.O. sunglasses

The Problem

A saturated market, with little to differentiate competitors.

The Objectives

  • To create a print ad that would appeal to Dragon Alliance’s target audience
  • To create a campaign that would inspire its target audience to choose E.C.O sunglasses over its competitors

The Strategy

Undertake comprehensive primary and secondary research to identify and analyse the brands target market, products benefits and unique selling points.

The Outcome

A campaign featuring surfing legend Rob Machado, whom I believed fit the brand, its values and appealed to its target audience.

 

 

 

 

 

Best Exhaust

The Purpose

To help Best Exhaust participate in Auto Italia as an assistant event manager. 

The Objective

  • To create brand awareness and brand recognition
  • To liaise with possible business partners and clients
  •  To convert queries and questions into sales
  • To increase sales through awareness

The Strategy

In order to gain awareness at the event, Best Exhaust featured a stall along the main strip of the event featuring a large marque with extensive signage all round, information flyers, a red sports ferrari, PR girls who handed out information and took photos with participants and giveaway bags. For a full list of duties I undertook please click on the link- Best Exhaust duties 

The Outcome

By participating in the event Best Exhaust dramatically raised their public profile. The Best Exhaust Facebook page traffic report showed an increase in reach by over 6000% and engagement by over 8000%.

Furthermore, the event generated a number of leads and possible sales for Best Exhaust. Local Canberra dealerships and workshops also made a number of enquires regarding partnerships.

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Alfa Romeo

The Problem

Low public opinion of the Alfa Romeo brand in Australia as previous advertising campaigns  focused more on selling a lifestyle that seems almost unattainable, foreign and unnecessary to an Australian market.

The Objectives

  • To create a campaign that would be relatable to the Australian market
  • To create a campaign focused on repositioning the brand within the Australian market, whilst also reconnecting Alfa’s existing audience and establishing new relationships

The Strategy

By creating an integrated and consistent campaign that would link the cars attributes with the target audiences. ‘Giulietta as versatile as You are’, is the core idea behind that concept. However, by enabling the word versatile to flip to different attributes of the car the whole concept and feel of the ad could change and target a different segment.The words chosen include: glamorous, practical, efficient, classic, protective, savvy, trustworthy and spirited.

The typography changed with each word to further enforce the concept and feeling of the word in each ad. Characters and stories were then created to best accompany these words and carry the tone of the ads across different mediums. A variety of mediums have been used to gain maximum exposure and interaction between the product and brand.

The Outcome

A campaign that is engaging and creates a more personal experience more suitable to the Australian market.

 

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