The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
Inconvenience Stores- Turning an everyday errand, into another reason to ride.
In the era of customer centricity and ease, the last thing you would expect from an insurance brand would be to make things inconvenient for their customers… But that’s what Swann Insurance did to disrupt the category and deliver profitable market share. By creating ‘Inconvenience Stores’ in the middle of nowhere yet at the end of some of Australia’s most epic rides, Swann Insurance gave riders a ‘reason to ride’ and demonstrated to motorcyclists that they understood them and their need to feel free on the open road. By flipping the notion of convenience in a way our customers understood; Swann Insurance drove a 52.2% increase in revenue within a flat market with a profit ROI of 453%.
Brand: Swann Insurance
Client: Swann Insurance
Agency: CHE Proximity
The Billion Point Giveaway
Velocity Frequent Flyer (the loyalty program of Virgin Australia) makes money when people transfer reward points over from their bank. Every year, they offer a 15% bonus on points transferred in May or November. This is the story of how we reframed this bonus as The Billion Point (that was supposed to be The Million Point) Giveaway, blamed the simple typo all on an ‘intern’s mistake’, and then documented the consequences in an online mini-series. Australian’s took full advantage of the blunder too, which saw a +58.4% increase in revenue, on -35.3% less media budget.
Brand: Velocity Frequent Flyer
Client: Virgin Airlines
Agency: CHE Proximity
How we sold a Muscle car to the Masses
Someday not today. This is a story about turning dreamers into buyers. By positioning itself as an antidote to regret and identifying the opportune moments when people would be most receptive to that message, the Ford Mustang got its audience to self-reflect on their prosaic existence and defy their sensible, responsible, side that says no to a Mustang. The Mustang not only became the largest and fastest growing sports car in the country, its 2017 sales figures exceeded those of a lot more mainstream, accessible brands like the VW Polo and the Honda Jazz. Our campaign helped democratise the ‘muscle car’.
Client: Ford Motor Company