Client: Drambuie

PROJECT // To introduce Drambuie to a new audience of drinkers without alienating existing purchasers. Our winning idea was to hire a mixologist to create a series of delicious cocktails, with Drambuie as the key ingredient. With a limited budget it was important we hit as many touchpoints with our target audience as possible.

APPROACH // We devised a two pronged approach; Mass media coverage through simple but well executed pr launch. Direct sampling through 2nd tier events. Also supported with interactive text voucher promotion via website and facebook.

RESULT // Summer 2009 editorials in 12 major publications, PR value of $48,782. Approximately 1100 people sampled the drinks over 6 events. Over 8000 free drinks downloaded and over 1200 new facebook fans.

Client: Panasonic Toughbook

PROJECT // Create an integrated advertising campaign. Position the Panasonic Toughbook as the “Hummer” of laptops, so that it would be purchased within it’s own criteria. Create a campaign that was targeted vs B2B direct mail to capture the commercial market. Create a PR story about the unique features of the Toughbook.Drive enquiries to a purpose built website that highlights the Toughbook attributes, case studies and includes an ROI evaluator.

RESULT // 40 PR stories including TV3, Breakfast, Sunrise, InfoNews and Herald on Sunday. An advertising rate card value of $89,868 or PR value of $269,604, valued at 3x paid advertising. Also significant website search engine improvement. 181% increase in sales. Campaign put on hold after month 1 so the sales team could catch up with Q&A’s and Sales.

2010: Effie Award – Consumer Durables, Panasonic Toughbook Campaign

Client: Woosh Broadband

PROJECT // Woosh’s commercial success relies on high penetration of certain tightly defined, price conscious market segments such as students, renters, and young families. Furthermore, Woosh is a challenger brand up against major Telcos. With limited budgets we had to come up with a way to target the key audiences differently from last year. 

APPROACH // The requirement was to fairly much double the same period sales from last year, while reversing the steep declining sales trend. How do you do this? Get on TV. We produced two 15” TVCs that reflected their key growth audiences and spot picked media times that would best target these groups. 

RESULT// We achieved a 94% growth in sign up’s versus the previous year. This campaign has been so successful we have continued a media presence month on month since we launched, in short the TVCs and media are self funding due to the phenomenal growth in sales.

Note: See the video versions in: Our Work- TVCs