[Produced while contracted by Start VR]
A ground-breaking interactive and time-efficient First Aid training service “SJx” for St John Ambulance Victoria. This interactive VR solution reduces the training time by 75% enabling students to receive life saving certification within one hour.
SJx offers businesses a portable VR-based training solution, along with an immersive projection-based group training solution for groups of up to twenty people.
Students are presented with real-life simulation of a medical emergency and are led through the various stages of CPR training.
Designed for busy people and workplaces, SJx uses technology to deliver a high quality First Aid training experience in a reduced amount of time.
Resulting in:
Access to consistent and standardised testing
An engaging, interactive experience
Improved participant outcomes
Improved ability to recall training in a real-life emergency situation
The peace of mind that your training is with St John Ambulance
No paper-based tests
Efficient training delivery without compromising on learning quality
Receive your certificate on the same day
[Produced while contracted by Start VR]
Managed the digital production of high-end architectural visualisation for use in virtual reality sales experiences for the Infinity Building on the Gold Coast for Bassar Construction
[Produced while contracted by Start VR]
[Build & Event Management from Our Friends Electric]
Young people think they’re invincible. They think that nothing will ever happen to them.
According the Victoria’s State Transport Accident Commission, they are highly over-represented in their overall road safety statistics; with 18-24 year olds accounting for 22% of ALL driver-deaths on the states roads.
The goal of Roadtrip Forever was to cut through this audience’s familiarity with traditional marketing campaigns and deliver a road safety message that was powerful enough to create behavioural change.
This was achieved by:
Creating highly relatable, personal and impactful content.
Applying the understanding that the target are more receptive to advertising messages that come from people, not brands and building the distribution strategy accordingly.
Radio creates and involves the audience in content that evokes an emotional connection. It’s a powerful relationship and one that has evolved to include multiple media platforms to take them beyond the on-air experience.
With the intended audience being increasingly harder to reach via traditional means, SCA used their skill in content creation to design and execute a campaign that would harness the power of mass media. The narrative of the films produced was relatable and real, but the inclusion of relevant and contextual Facebook integration elements elevated the connection level to new heights.
The campaign was launched via non-traditional means, with a focus on discovery and word of mouth distribution. Radio together with digital media was then used to create mass awareness, without revealing the campaign message or diluting its impact. It worked.
In an Australian first, the development and application of the Facebook integration enabled the viewer’s personal Facebook data to feature in a film custom made for their demographic, which combined with the POV shooting style created a highly personalised experience that packed a serious emotional punch. The strength of the content and the combined media approach saw audience interest captured with over 74,000 site visits in the first month. Plus the level of engagement was remarkable, with an average site duration of 4 minutes.
INDUSTRY RECOGNITION
Silver Award Winner at Facebook Studio Awards for 2014
Discover Australia’s best radio stations with everything from pop and rock, to talk and sport, as well as indie, chill, jazz, classics and old school pop. To change stations, all you have to do is swipe!
Listen to live streams of radio, music, talk, sport and much more, all with Radioapp.
Radioapp includes radio stations from Fairfax Radio, ABC Radio and Southern Cross Austereo. The app features stations such as Triple M, Fox FM, Triple J, Hit, 2GB, 3AW, ABC Local Radio along with tonnes of Digital Radio stations.
Apple:
https://itunes.apple.com/au/app/radioapp/id953371864?ls=1&mt=8
Android:
https://play.google.com/store/apps/details?id=au.com.radioapp
Southern Cross Austereo held a immersive media presentation on how the connected car will be a major part in future of broadcast radio.
Tesla’s are the coolest of the cool, the techiest of the tech, and also a key to how media and the connected car are becoming one. And one of the first places to see one in Australia, was at MLab. The Tesla Model S arrive didn't arrive in Australia till 2015, but Group M’s MLab is the place to check one out this week to see how media owners and advertisers alike can tap its 17-inch dashboard touchscreen and in-car connectivity.
GroupM's second annual mLab event took place over 5 days in October 2014 where media owners presented directly to GroupM clients, staff and key industry people.
A curated range of media owners were positioned through a 'circuit' laid out in one of the large sound stages in Sydney's Fox Studios. Groups of 10-15 were escorted around the circuit receiving presentations and interactive demonstrations from each media owner.
For decades, Today’s Hit Network and its World Famous Rooftops have been the number one place for hit music, with the world’s best artists taking live music to the next level in these money-can’t-buy experiences
Southern Cross Austereo (SCA) and Shazam partnered to create the Shazam Top 20 - the world’s first mobile-powered radio show which puts the control of the top 20 hits into the pockets of millions of Australians. Broadcast nationally across the Today Network from 7pm weeknights and hosted by Angus O’Loughlin and Ash London, Shazam Top 20 will count down Australia’s most Shazamed songs with every music fan able to directly influence the daily chart direct from their mobile device. The partnership between one of Australia’s most innovative media companies, SCA, and the world renowned audio recognition app, Shazam, will bring a new era of interactivity and audience engagement to Australian radio. A wide range of live on-air content and client initiatives will now be 'Shazamable', allowing audiences to explore and engage with features in a global radio first.
The ultimate in interactive contests, the ‘Cruze Car Chase’ brought a whole new level of buzz and innovation for Holden.
PROJECT HIGHLIGHTS
Almost 30,000 Australians downloaded the highly advanced multi-media application
Ratings increased in the client's key target of 25-54 females by 5% across the promotional period
The promotion set out to engage technology-loving listeners and guarantee sponsor Holden first place in the innovation stakes. The results blew everyone away.
THE CHALLENGE
In a landscape flooded with glitz and female-focused campaigns – Holden wanted an idea that made a big splash. It needed to be loud and bold with a specific focus on increasing brand awareness in the traditionally cluttered small car category.
Over two weeks more than 24,000 Sydneysiders joined the chase, 2DayFM's ratings increased by 5% in its key target of females aged 25 to 54, and station share across the workday increased by 10% overall. The promotion was so successful that it was named 'Best Multimedia Execution' at the 2012 Australian Commercial Radio Awards.
The promotion was made possible by licensing a customised version of 'Gotcha' from Snepo Research. Prize was a Holden Cruze with $10,000 in the boot. To join the chase listeners registered at the competition microsite and downloaded an app for iPhone or Android.
The app included all game rules and allowed players to track a virtual Holden via GPS. Once within 100m they became the ‘driver’ and whoever was driving when Kyle and Jackie O waved the checkered flag, won the real Holden and cash. Gotcha’s parallel server solution and live game database hosted in the cloud allowed 2DayFM to monitor play, pause the game, issue notifications and contact players for updates. Listeners could also watch the race unfold live online.
Results
Total number of drivers since launch – 2,669.
Total number of people who registered to play – 20,002.
Total number of app downloads – 28,972.
Total kilometers travelled since release – over 25,000km.
App reached #4 in the Games – Strategy category in Australia.
Microsite – 38,697 Pls, 33,131 UBs and 8,686 video views.
Station share across the workday went up 10% overall.
Our ‘Get Swissed’ competition made for user-generated content that helped us convince fellow Australians of all that Switzerland has to offer.
THE CHALLENGE
Switzerland Tourism approached SCA with some ambitious objectives: to move Switzerland up in the consideration set for those intending to go on a European holiday, increase overnights by 5% year-on-year by Australian visitors and create a sustained engagement by a minimum of 10,000 Australians.
THE INSIGHT
Australian’s look for experience, culture and adventure in an overseas holiday, however they currently perceive Switzerland as just another snow and ski destination. However, once they become aware of the full breadth of what Switzerland has to offer, it becomes an appealing top five destination.
THE SOLUTION
We began the ‘Get Swissed’ campaign by launching generic branding executions in market. This helped us lay the foundations for a series of user-generated activations that would unfold later in the campaign.
We then – launched “Get Swissed” to Aussies via radio, digital and social media. We asked our audience to create a short video explaining why they want to win a free trip to Switzerland. Not only did this create hype, but we were able to show everyone at home how much Switzerland has to offer, straight from the mouths of the public
We selected the best entries and sent our winners and a film crew to Switzerland. We set them a variety of tasks, and only a few days to complete them, ranging from the historic, to the gourmet, to the extreme. The more they “Got Swissed” the more money they won. By the end of the trip, our winners had claimed the full $5,000.
We cut the footage into four webisodes launched over four weeks, with supporting interviews, social media, digital and radio updates. For their own chance to ‘Get Swissed’ our audience had to watch the videos and answer specific questions, making for very engaging content.
We also took “Get Swissed’ to the streets of Sydney and Melbourne, handing out samples of Swiss food and culture while driving people to watch the videos online.
THE RESULTS
95% of those who heard the campaign ranked Switzerland in their top five European destinations.
37% of those who heard the campaign acted by hitting GetSwissed.com, searching the internet, talking with family and friends or talking to a travel agent.
Positive year-on-year uplift in sales over the campaign period
We reached an estimated five million Australians nationally, across four mediums (radio, digital, experiential, direct) and over ten channels.
We exceeded our client’s engagement goal by 133% across the campaign.
Over 70,000 videos views across GetSwissed.com.au and YouTube.
Over 30 minutes of pure Swiss content uploaded by users.
Over 620 shares via Facebook, reaching an estimated 81,000 people.
Twelve hours of street events talking to an estimated 41,000 people across Sydney and Melbourne.
The Brief
Cotton On is a phenomenon in Australian urban fashion with over 600 stores nationally. Despite the company's size and success, they've remained true to their family values.
Through their relationship with charity Youth Beyond Blue they became aware of a shocking statistic; that 70% of young Australians suffer from depression and anxiety.
Youth Beyond Blue wanted to take a different approach to the problem by encouraging young people to simply 'talk about it' with those closest to them.
Cotton On responded by creating a limited edition range of T-shirts for guys and girls with profits going to Youth Beyond Blue's work into depression and anxiety.
Our challenge:
Create a campaign that captures the attention of young Australians
Drive purchase online and in-store for the limited edition t-shirts
Raise awareness of depression and anxiety and encourage young Australians to 'Talk About It'.
The Idea
It was clear that to differentiate from all the other fashion retailers doing their part for various charities we needed to have a really big hook. Something Australians hadn't seen before in retail fashion.
Our inspiration came from two main areas:
We had spent some time doing some research into augmented reality and trying to push the technology to do more interesting things than we had previously seen.
At the same time we had just completed a successful campaign for another client where we had brought in a popular artist for an exclusive performance.
Knowing that the target audience held music high on their desire list, particularly exclusive experiences, we started thinking about combing these two pieces of stimulus into one idea.
Band In Your Hand was born.
Your ticket to an exclusive performance you could experience in the exclusive privacy of your own bedroom from one of your favourite artists. A feel-good thank you for purchasing a T-Shirt and participating.
After purchasing a Talk About It tee, customers were given a sealed ticket pack to unlock the exclusive augmented reality gig.
The Results
Over $50,000 donated to Youth Beyond Blue
5,419,767 impressions over the campiagn period
9,9924 uniques to the augmented reality site
1 estatic client
1 happy birthday song sung to creative directors wife performed by The Temper Trap
Links
Branded content campaign which showcases 3 teams experiences as they try to get under the skin of another city on the other side of the world.
THE CHALLENGE
Operating in the highly competitive light-car category, Nissan needed to make its car, the Micra, stand out from its competitors. To drive consideration amongst the young urban audience, Nissan needed to create impact by bringing to life the Micra’s personality. We identified two key challenges: creating engaging content to our audience and delivering the core brand message: that the Nissan Micra is In Sync with the City.
THE INSIGHTS
Our target audience love new discoveries and life experiences, and more importantly, love sharing these with their friends, who are the most important aspect of their life. For them, being ‘in sync with your city’ means having street cred; knowing where to get the best coffee, being able to find that amazing roof-top bar or gaining entry to a secret gig.
THE SOLUTION
We went on a search to find the three Australians who are most in sync with their city. Then we challenged them to get under the skin of some of the world’s hottest cities with their best mate. They would need to prove themselves by giving daily reports to our studios and uploading videos that showed everyone why they were the ultimate Micra CityZen.
The campaign rolled out in four phases.
Phase one: Registration
We put out the word that the search was on to find three Micra CityZen’s. They would need to take up the challenge and head to New York, Barcelona or Los Angeles accompanied by a friend and content producer to prove, on a daily basis, that they can get “in sync” with that city.
A microsite, called the Micra Hub, was developed so people could upload video entries proving how in sync they were with their city.
Phase two: Introduction of CityZen’s
The three Micra CityZen’s were introduced to our audience on-air and online to help build their profiles, develop a following and create engagement early on in the challenge.
Phase three: Trip and Content Delivery
Through video and written diaries the audience was able to get to know the teams and follow them along their journey. Our three Micra CityZen’s generated content daily which was sent back to the Today Network.
An exclusive on-air segment at 3pm everyday named ‘In Sync with the City’ was developed, where we spoke to our CityZens to get updates on their progress. A daily video was also uploaded on the Micra hub which enabled listeners to follow each journey in-depth and comment, vote and share.
The story developed for our listeners, ensuring ongoing engagement and interaction throughout the campaign.
Phase four: Voting
We handed voting over to our listeners via the Micra hub. Twitter and Facebook were integrated within our site to enable votes and comments, taking Micra into the social world. To get our listeners further engaged, anyone who voted for one of the three Micra CityZen’s had a chance to win $10,000!
The most voted for Micra CityZen won the definitive city accessory, a new Nissan Micra.
