Futurity Investment Group – Brand Collateral

Brand Collateral

Futurity Investment Group

Brief
Futurity Investment Group* is an independent financial institution, helping families and individuals plan and save for lifelong education objectives. Red Crayon was engaged by Futurity Investment Group to develop a suite of assets to assist in launching their new brand in market. The brief was simple, take complex and intricate product information and turn it into consumable and relatable stories that resonate with the target audience and hero the brand values.

Solution
Red Crayon developed a diverse set of valuable and useful assets in collaboration with Futurity Investment Group, including simplified comparative infographics, brand banner advertising and a series of short animated explainer and case study videos.

A sense of trust authority and credibility has been established through engaging creative, messaging and video production to occupy the needs of Futurity’s B2B and B2C audiences.

Result
A cohesive and resolved set of brand collateral has been produced, ensuring Futurity has a sound platform for advertising, campaigning and establishing the new brand in market. We look forward to continuing to work with Futurity to capture their offering succinctly and timelessly.

*Product issuer is Futurity Investment Group Ltd (ACN 087648879, AFSL 236665)

Services
Campaign CreativeContent Creation, Design, Collateral & Video Production.

Realestate.com.au – 2020 Developer Insights Series

2020 Developer Insights Series

Realestate.com.au

Brief
We were engaged by Realestate.com.au to curate insightful and engaging content for their builder and developer audience as a part of the 2020 Developer Insights series. The challenge was to take the annual series, which is normally delivered through a multitude of events, online, and build multiple content streams and stories to bring the 2020 New Home Buyer research to life.

Solution
A succinct and diversified content strategy was developed in collaboration with the REA marketing and research & insights teams to form the architecture of this year’s series. Our collaborative approach saw us develop a cohesive and consistent look and feel for the series including a series logo, colour palette and microsite to house the content.

The development of engaging content including animated videos, infographic data packs, Vlogs and podcasts which were subsequently seeded out via multiple channels including eDM, Social Media, YouTube and podcast channels to amplify the series and bring the content to the builder and developer audience.

Result
The inventive and engaging series was extremely well received by the client and the builder and developer audience, with key metrics like CTR and time on site being achieved within the first month.

We are continuing to collaborate with the team at realestate.com.au and look forward to bringing more content to life over the coming months, including live webinars and a series of buyer interview videos.

Services
Content Strategy & Marketing, Design, Collateral, Video Production & Podcasting

Deliveroo Australia – Here To Deliver

#HERETODELIVER

DELIVEROO AUSTRALIA

Brief
Red Crayon was engaged by Deliveroo Australia to be involved with the #HereToDeliver campaign. This was implemented to support Deliveroo’s many restaurant partners nationally during the COVID-19 pandemic. Our brief was to bring the campaign to life through out-of-home and instore POS executions.

Solution
Red Crayon designed and developed the #HereToDeliver artwork in line with Deliveroo’s new brand platform and campaign aesthetics. The instore POS was printed and distributed to over 200 individual restaurants Australia wide. The campaign was further supported via digital channels.

Result
The #HereToDeliver campaign was well received by restaurant partners and the general public, ensuring an increased awareness that local restaurants are still here to deliver during this uncertain time.

Services
Campaign Creative & Content Creation

Oyo Car Share – Lead Generation Campaign

LEAD GENERATION CAMPAIGN

OYO CAR SHARE

Brief
Oyo car share came to us looking to soft launch their all-new, innovative car sharing service in a hyper-localised inner city area of Melbourne. The objective was to acquire 25 founding members to test the business model and innovative technology prior to a wider public launch. The challenge was how do we acquire such a niche audience and ensure active use and bookings without letting the rabbit out of the hat, so to speak!

Solution
A geo-targeted lead generation social media campaign was developed utilizing a compelling discount offer to entice interest and incentivise sign ups. Clever messaging and engaging creative was designed and developed to best impact the local Melbourne audience and propel that FOMO feeling.

The online campaign was further supported through the design and distribution of print material and on site activations at local universities to ensure consistent and maximum local market cut through.

Result
The lead generation campaign saw incredible results that surpassed all expectations. The short campaign saw 185 leads at a 0.19% result rate over the 2-week period, ensuring the Oyo car share team was able to qualify and onboard well over and above the initial 25 founding members required.

Services
Campaign Strategy, Campaign CreativeContent CreationSocial Advertising

Deliveroo Australia – Zone Campaign

ZONE CAMPAIGN

DELIVEROO AUSTRALIA

Brief
Deliveroo Australia engaged Red Crayon to work as an extension of their marketing team, bringing hyper localised campaigns to life across specific strategically identified zones. This is a fresh approach for the major food delivery company, who has previously focused solely on mass brand communications. Our first charge was to amplify and reignite the Gold Coast market. The objectives were plentiful; boost order volume, increase brand presence and improve brand loyalty.

Solution
Red Crayon developed a multi-pronged approach to this campaign ensuring all objectives were addressed:

1. Order volume
Free Delivery… who doesn’t love free delivery? In close collaboration with Deliveroo Australia, Red Crayon designed and rolled out the free delivery messaging across a whole host of print and digital mediums including; local radio, press, digital and on street flyering.

2. Brand awareness & loyalty
Red Crayon found that community support is a core driving force behind brand loyalty and therefore identified, negotiated and managed the sponsorship of the 2019 Broadbeach Christmas Carols event on behalf of Deliveroo. This sponsorship included partnership EDM’s, and social coverage in addition to a brand activation which provided the opportunity to display community support through the provision of giveaways – Deliveroo branded Christmas hats and reusable picnic tumblers, whilst also strategically placing the brand in many Gold Coast homes post event.

The entire campaign was further supported through a Restaurant of the Week program and TVC spots on local channels.

Result
The campaign was a great success resulting in 30% uplift of total order volume and a re-invigorated brand presence and awareness, which will result in a longer tail effect over the coming months.

Services
Campaign StrategyCampaign CreativeContent CreationSocial Advertising, Digital Advertising & Event Activation

Bakers Delight Local Area Marketing

Local Area Marketing

Bakers Delight

Brief
Develop a completely refreshed set of local marketing templates across Community, Operations and Local Store Offers for instant implementation and ongoing development.

The aim was to deliver a unique, versatile and easily accessed set of tools with messages that sounded like they had come from the franchisee’s mouth and could be used on a daily basis across all 700 locations.
1) Increase sales
2) Increase repeat visitation
3) Increase community engagement
4) Attract new customers

Solution
We used clever, simple, top line copy to deliver the messages to the audience and backed that up by designing a series of photomontages where we illustrated over the top of the Bakers Delight’s products to create characters and add personality that would effectively bring the product to life.

Result
A completely new set of templates that are now being used across all franchises nationwide to attract new customers, deliver increased sales, drive repeat visitation and to better engage the community. On the back of the success of the refreshed templates, Red Crayon has been engaged on a permanent basis to create all Local Area Marketing creative nationwide.

Services
Campaign Strategy, Copywriting, Photography & Campaign Creative.

Rinnai Brand Campaign

BRAND CAMPAIGN

RINNAI

Brief
The overall markets for hot water, heating and cooling products have increasingly become commoditised due to a surge in competition and shift in business operations by retail/trade/builder channels.

Although the competition threatening all categories is significant, their focus is on one element of the Rinnai product mix as opposed to offering the full suite of home comfort solutions.

Our task, to reposition Rinnai as the brand of choice for ‘Total Home Comfort Solutions’, but most importantly, to build Brand Salience to increase the occasions of which Rinnai is thought about or noticed when a customer is in a buying situation.

Solution
Advertising works through memories. Memory is the link between an advertisement and brand choice. There can be months between the advertisement and when the potential customer is in a decision making situation with a relevant opportunity to recall brand memories.

Given this we implemented the use of brand salience theories to develop Rinn – our black and white Border Collie who’s traits of being trustworthy, reliable and part of the family and that brings joy and happiness, directly represents Rinnai’s core values.

This brand anchor was cleverly aligned with the Rinnai brand (logo, the colour red and the product suite) to amplify the message and to aid memory when customers are in a buying situation whether they be a retail or trade prospect.

In addition to this, the company tagline was updated to ‘Relax with Rinnai’, further exemplifying the broad range of ’Total Home Comfort’ solutions on offer.

Result
Exceptional results overall. Full year budget showed a significant increase in sales overall.

Brand awareness unprompted – Hot Water 2% UP, Heating 11% UP, Cooling N/A

Brand awareness prompted – Hot Water 7% UP, Heating 13% UP, Cooling 8% DOWN

Brand consideration – Hot Water 5% UP, Heating 6% UP, Cooling 9% DOWN

Services
Campaign Strategy, Campaign Creative, Content Creation, Video Production & Photography.

Franchised Food Company Cold Rock Summer Campaign

COLD ROCK SUMMER ADVERTISING CAMPAIGN

FRANCHISED FOOD COMPANY

Brief
Red Crayon was again asked to develop an integrated multi-channel advertising campaign for Summer. Cold Rock expressed some simple goals: make it bigger than the previous year, drive more traffic into the 100 stores around Australia and to add 15,000 new subscribers to their database. The campaign was to run from just after Christmas through to Australia Day.

Solution
Red Crayon pitched a concept that saw two characters that were reminiscent of a couple of adversaries from the ‘old west’ duelling for the right to give one lucky customer either $10,000 cash or a $10,000 diamond. Enter “The Cold Hard Cash Vs The Cold Hard Rock.” The guys at Cold Rock instantly fell in love with the two characters and over the ensuing weeks refined and developed a 3D animated TVC. The concept was then rolled out across TV, Outdoor, Social in-store and Online where the customers were directed to make their choice to win either the Cold Hard Cash or The Cold Hard Rock.

Result
This campaign saw 24,000 unique entries with the eventual prize winner choosing the Cold Hard Rock.

Services
Campaign Strategy, Campaign Creative, Digital Media, Social Media, Content Creation, Community Management, Video Production, Media Planning & Buying.

Skybus Double Decker Strategy & Launch

Double Decker Strategy & Launch

Skybus

Brief
As a result of a change of ownership and the installation of a new management team, the SkyBus business was given an overhaul. Every aspect of the business was reviewed and from this it was identified that passengers were happy with the service in general but didn’t perceive the business or the brand as anything above a public service offering such as the bus you would find doing the domestic routes around Melbourne.
Red Crayon was engaged to develop a series of campaigns that would shift the perception of both the SkyBus brand and the service offering and to de-position the taxi, specifically the cost of a taxi when compared to SkyBus. A fairly difficult task if the buses weren’t going to change. Luckily at this point SkyBus was also planning to deliver a fleet of brand new Double Decker buses that would be an iconic statement in Victoria.

Solution
Red Crayon shot and designed a series of campaigns to introduce both the new offering and the new price (as compared to Taxis in some instances) that were then executed across outdoor sites and on radio throughout Victoria.
The campaign was also heralded by a tour around Melbourne with the Minister for Transport on the new Double Decker bus.

Result
Melbourne’s newest icon was born.

Services
Campaign Strategy, Campaign Creative, Content Creation & Photography

Lauriston Girls’ School Howqua Brand Redevelopment & Advertising Campaigns

HOWQUA BRAND REDEVELOPMENT & ADVERTISING CAMPAIGNS

Lauriston Girls’ School

Brief
Every year the Lauriston’s Year 9 students participate in the Howqua program situated in the Howqua Valley in Victoria’s high country. For one year, students enjoy two homes, living on-campus at Howqua for regular periods studying a full academic curriculum, participating in a unique pastoral and outdoor program and enjoying regular visits home.

Enrolments for Howqua were in decline and the Howqua experience was even seen as a negative by some of the Lauriston community. Our job was to change this perception and illustrate to current and prospective families just how amazing the Howqua experience is.

Solution
Red Crayon aimed to change this negative perception by creating an invigorating and motivational brand to best represent the true potential of the Howqua year. This new brand was launched with a targeted campaign aimed to boost enrolments.

The campaign was also supported (and given credibility) by Howqua alumni brand-ambassadors who highlighted the powerful effect the Howqua experience had on them as young girls. Many of these memories are still treasured by the alumni today.

Result
Two years post the initial brand development and campaign exercise, the Howqua program is at full capacity.

Parents of newly enrolling girls’ also consider Lauriston Girls’ School specifically for its Howqua experience.

Services
Brand Strategy, Branding, Marketing Strategy, Content Creation & Video Production.

Lauriston Girls’ School Branding & Advertising



Advertising Campaign

Lauriston Girls’ School

Brief
The creative conceptualisation and development of a fresh new advertising campaign which targets each of the 4 key categories (Prepatory, Senior School, Howqua & Staff) and reflects the prestige reputation of the Lauriston brand. Each category was required to reflect its own personality so as to stand alone, but also work harmoniously together as a succinct campaign set.

Solution
With a key over-arching message portraying a school focused on excellence and adhering to Brand style, the following campaign concepts were devised.

Prepatory – Life Ready
This campaign demonstrates that a Lauriston girl’s dream, whatever that may be can become a reality with the right foundation & guidance – starting in pre-primary.

Senior School – Preparing you for jobs that don’t even exist yet.

Focusing on VCE & IB, an education at Lauriston is in-depth, progressive and diverse, giving students the opportunity to lead into ’new’ career pathways that may not be available through other schools.

Howqua – Made in Howqua
Following on from the re-brand of Howqua, this campaign demonstrates the journey of a series Howqua alumni, from being students to successful, strong, independent women.

Due to the success of the campaign, a continuation on the theme to hero the Lauriston staff and their achievements was undertaken, this time featuring a new set of staff.

Result
High visual presence in outdoor advertising resulted in a rise in enquiries and school tour bookings.

Services
Marketing Strategy, Campaign Strategy, Campaign Creative, Digital, Content Creation, Social Media, Collateral Design & Copywriting