The Campaign Objective To launch the new and improved range of Sports Skins Compression Garments to the Australian market place and to position them as the ultimate performance enhancing garments worn by top athletes.
The Strategy
Creative production for tvc outsourced by client. Television was booked in all metro and regional markets for 4 weeks. Programming was a mixture of peak and daytime (60/40 Mon-Wed, 70/30 Thurs-Sat) to ensure higher repetition and maximum reach skewed to primary demographic: men 18-39 yrs and secondary all people 25-54 yrs.
The Results
Very successful campaign. By end of second week on air many retail outlets were reported to be clearing stock at a rapid rate and approx 42% of stockists placed new order at the end of tvc campaign. From these stockists approx a quarter increased orders by 17%.
Client: Skins
Campaign: Skins TV Campaign
The Campaign Objective TVC campaign to echo brand sponsorship on the popular television reality tv show series 'The Biggest Loser'.
The Strategy Commercial shot on location in the Biggest Loser House. One network buy in accordance with TBL sponsorship. Placement nationally across women's daytime and selected peak programming including TBL.
The Results 2nd year of TBL sponsorship helped the retail franchise of 17 stores (by June 2006) see a steady increase in sales over the entire year which was directly attributed to the the increased brand awareness of Workout World.
Client: Workout World
Campaign: The Biggest Loser
The Campaign Objective To attract a select demographic - people interersted in losing weight by getting fit on WOW fitness equipment. WOW to position themesleves as the affordable NOW solution for family's that want to lose weight and get fit from home.
The Strategy
Home Fitness Studio with 24 mths interest free offer. Television booked in selected metro and regional markets. Placement end of retail week in daytime and selected peak programming that delivered lowest CPM to primary demographic.
The Results Large spike in treadmill and Home Fitness Studio sales. Over 68% purchased on 24 months interest free.
Client: Workout World
Campaign: Workout World Body Challenge
The Campaign Objective
Annual mass public awareness campaign for 'top of mind' awareness of J4GD national fundraising on the first Friday of August.
The Strategy
Approached all FTA and pay metro and regional networks nationally for CSA's and priority filler.
The Results
Gained support of all television networks in Australia and penetration into over 85% of markets. Broadcast majority of off peak in metro and a strong mix of peak and off peak in regional markets. TVC's icncreased awareness as far as remembering people to wear their jeans and make a donation in the lead up to the big day.
Client: Jeans 4 Genes
Campaign: Mass Deminstration
The Campaign Objective
Annual mass public awarness campaign. It is important to brand the Children's Medical Research Institute as Australia's leading Institution for research into genetic diseases. Remind people that this research can only continue through their national fundraising event 'Jeans 4 Genes Day' so people are reminded and encouraged to wear their jeans and make a donation on the day.
The Strategy Approached all FTA and Pay metro and regional networks nationally for CSA's and priority filler.
The Results Gained support of all television networks in Australia, penetration into over 85% of markets. Broadcast majority off peak in metro and a strong mix of peak and off peak in regional markets. TVC's increased awareness and therefore contributed to overall donations in the lead up to and on the big day itself.
The Campaign Objective Jeans for Genes are beginning their first ever Christmas appeal as they try to gain new supporters to help donate to the Childrens Medical Research Institute. They are hoping to use the Jeans 4 Genes brand to create a familiarity with people.
The Strategy Approach a range of TV Stations nationwide for any pro bono support they are able to give us over the Christmas and New Year period.
The Results Currently Active.
Client: Jeans 4 Genes
Campaign: Jeans 4 Genes Xmas Campaign
The Campaign Objective To advertise a new phone deal and plan that includes a phone that is much tougher than the rest.
The Strategy Use television commercials on a regional basis nationally.
The Results Currently Active.
Client: Leading Edge Telecoms
Campaign: Leading Edge Telecoms, Feb Campaign
The Campaign Objective
Regional member group campaign. Create direct response in each member’s regional marketplace using a call to action execution with strong retail offer.
The Strategy
Strategic repetitious retail week placement in 21 regional markets. Programs were selected on cost effective reach (CPM) to primary audience ppl 25-54 yrs.
The Results
Seasonal DR campaigns consistently show a direct spike in sales at the time of on air exposure and up to 7-10 post campaign.
The Campaign Objective Phone overstocked. Retail offer to sell larger volumes of Trio Pro handset.
The Strategy Offer a $60 Member Plan with FREE handset.
The Results Increased Trio Pro sale volumes across some regional LET stores.
The Campaign Objective
Increase retail sales of mobile hardware, notebooks and regional wireless internet.
The Strategy Call to action with bonus hardware. Media strategically placed in 21 regional markets targeting select peak and off peak programming that delivers the best CPM to our primary demo.
The Results Increase in Bigpond Wireless remote networks for LET's re-sellers across most regional markets.
Client: Leading Edge Telecoms
Campaign: Xmas Deals
The Strategy Advertise in a range of wider publications to target a larger audience and get the brand name in Metro markets.
The Results Currently Active.
Client: Great Experiences NZ
Campaign: Great Experiences NZ- Herald Sun
The Campaign Objective Faster stock turnover of stock for health food stores stocking the Thompson brands. Campaign ran during winter months.
The Strategy Advertise supplements related to keeping optimum health during the winter months. Small budget allocated for each regional markets. Careful placement in off peak Mon-Sat and cherry pick peak spots Thurs-Sat to ensure repetition.
The Results Some regional stores reported an increase in sales for supplements advertised.
Client: Thompson's Nutrition
Campaign: Beat the Winter Blues - 30 secs
The Campaign Objective To increase compenstation case numbers to each metro and regional office. Awareness campaign needs to attract a particular demographic in metro and regional markets that will be more attracted to a 'no win no fee' representation.
The Strategy Creative Execution - 30 sec tvc with with 15 sec cut down. Focus on positioning Law Partners as leading compensation specialists giving people a no stress solution of 'no win no fee' representation. Media - one network buy on leading commercial stations in markets chosen for our primary and secondary demo's. Placement was 100% off peak in metro and 70/30 off peak/peak skew in regional markets.
The Results Recorded bewteen 18-24% increase in compensation cases which were consulted and acquired through the 1800 number advertised on tvc.
Client: Law Partners
Campaign: Compensation Lawyers