CAMPAIGN STRATEGY
By far the most challenging, and therefore rewarding projects are the creation of full campaigns.
I love the process of receiving the brief, analysing the objective, finding innovative ways to engage the target market and then presenting back to an impressed and excited client.
Equally satisfying is developing an integrated creative approach and executing it across the varied forms of media as required by the client. Everything you see here is original from concept, copy, design and delivery.
Microsoft June 30 campaign
For this campaign I intended to redefine Tax-Time not in terms of the end of one financial year, but as the beginning of another.
Within the deck (presented to the Microsoft Marketing Departments in Australia and the U.S) are the analysis, rationale, strategy and sample creative across a variety of media.
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The approach was well received and executed virtually unchanged by the client, and I was also told anecdotally that a noticeable uplift in product sales and service subscriptions resulted.
Microsoft Father's Day campaign
As a tech product destination, the Microsoft Store was ideally suited to attracting consumers wanting to spoil their dads on Father's Day with some shiny new gadgets. ​For this reason, I chose the approach of matching products with a particular type of Dad. Headphones 'For the dad who loves music', Xbox 'For the dad who loves to play' and so forth.
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The client loved the rationale, strategy and sample creative, and again, the campaign was executed as shown in the document.​​
Bupa Christmas campaign
How do you sell Health Insurance at Christmas? Like all insurance, it's a product people need, but rarely want to use.
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To encourage new customers to Bupa Simple Start, whose target market are singles and young couples, we focused the approach on the extra health and fitness benefits attached to the plan. The key message being a gift to yourself - 'A healthy future makes a great present'. To maintain retention, a different proposition was made to remind existing members of the benefits in their policy - 'Simple Start members, your wish list is ready'.
Other message alternatives were also presented, but the recommended ones went ahead.
Bupa Direct Debit/MyBupa campaign
It's occasionally necessary for branches to close. Sometimes, particularly in regional areas, the nearest operating Bupa branch may be in the next town, or major regional centre that services the smaller satellite towns surrounding.
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For this campaign, we took the approach that online claims and direct debit are preferable to visiting a branch and therefore we highlighted the places the customer would rather be than travelling to the nearest Bupa and waiting in line. These concepts took the form of in-branch printed and digital pieces that were viewed by customers while they waited. The uptake increased even in regions where the branch was not about to close as members realised the convenience of internet transactions.
Telstra WA Network Expansion campaign
When Telstra expanded its mobile network coverage by 22% in Western Australia, they needed a statewide marketing campaign to inform existing and potential customers of their network superiority. The specific aims were to enhance existing customer contract renewal, increase call frequency and duration, increase uptake of data services, increase sales of smartphones and tablets, increase uptake of pre-paid sales and boost competitor customer churn to Telstra.
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We presented two approaches, one based around the global network benefits of wider coverage, better call clarity, greater in-call reliability and faster mobile data access, the other encompassing the general benefits of the expanded network, but targeted to specific customers in their different geozones, with language and imagery that spoke directly to them.
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The second approach was chosen, further developed and rolled out to significant positive response.
nbn™ Early Adopter campaign
By the time this campaign was launched, nbn™ was firmly established and rolling out across Australia, but what they needed was early adopters to sign up early without waiting for the ADSL copper network to close.
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Paragon's marketing specialist, Stuart Poignand, authored the campaign execution, while I created the key communications and designed the dedicated nbn zone in the trial stores. We focused around highlighting the key benefits to those most likely to subscribe early - online gamers, heavy downloaders, TV and music streamers, and small business.
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The presentation was enthusiastically received, the campaign zone and supporting material were further developed, and then trialled in two stores, Blacktown NSW and Aspley QLD. At the conclusion, nbn's sales data analysts reported a significant spike in nbn enquiries and connection via Optus, Harvey Norman's selected telco provider.