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

Flatmates.com.au – 2021 WINTER DIGITAL CAMPAIGN

2021 WINTER DIGITAL CAMPAIGN

Flatmates.com.au

Brief
Flatmates.com.au is Australia’s No.1 share accommodation website. Based in Melbourne, Australia, Flatmates.com.au allows people to list spare rooms, find a share house or team up with others to start their own share house. Red Crayon was engaged by Flatmates.com.au to refresh their illustrative brand assets and take the new creative to market via their annual winter campaign. The core campaign objectives included increased brand awareness and preference, increased market share, website visits and new member acquisition.

Solution

A key consideration when developing the campaign positioning was analysis of the competitive landscape allowing us to unearth Flatmates.com.au’s true unique selling proposition. We focused on the legitimacy, authenticity, and verified nature of the Flatmates.com.au offering with the ‘Real rooms, real people’ campaign.

The campaign features real life, relatable and authentic scenarios, coupled with modern illustrations that are representative of the diverse target audience and strong call to action messaging. The campaign creative was rolled out across both static and video assets for YouTube, TikTok, Facebook, Instagram, and Display.

Result
The updated brand style and campaign were well received by the wider internal Flatmates.com.au team. Additionally, the winter campaign saw exceptional results, with an impressive 37.2% relative increase when the audience was exposed to the campaign. When looking at 18–24-year-olds specifically, awareness increased by 42.9%. We also saw a strong view through rate at 57%, up 6% on last year.

Services
Campaign Strategy, Campaign Creative, Copywriting, Video Production & Animation

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

Libra – Period Positivity Program



Period Positivity Program

Libra

Brief
We were engaged by Libra, the only Australian manufacturer of period care products, to launch their free period care program. The program focusses on reducing the shame and stigma whilst also addressing the issue of period poverty.

The challenge was to educate key stakeholders in Schools, Universities and Workplaces on the importance of providing free and accessible period care to their students or employees.

As part of the brief, we were tasked with developing the program name and overarching creative direction alongside the roll out of supporting materials, which included brochures, social media content and ads, dispenser stickers, eDMs, PowerPoint templates, a website landing page and testimonial content.

Solution
The program was named ‘Period Positivity Program’ with the hope to empower anybody, at any age to be comfortable with getting their period, and know that when they’re at school, university or work, they’re covered.

Following Libra brand guidelines, we developed a strong visual creative that was easily implemented across multiple formats and audiences.

We selected imagery and used copy that projected strength and unity across the key target groups. We wanted to ensure this campaign was inclusive of any person who may require period care products, which is why the supporting message of “accessible period care for all” was chosen. We believe this emphasised the important point that period care is a necessity, not a luxury and any person, anywhere deserves access to it.

Result
The program name and overall look and feel was incredibly well received by the client. The program will begin rolling out across Australia and New Zealand over the coming months.

Services
Content Strategy & Marketing, Design, Collateral, & Copywriting

FGB Natural Products – Euky Bear Sleep Aid

EUKY BEAR SLEEP AID

FGB NATURAL PRODUCTS

Brief
Red Crayon was engaged by FGB Natural Products to aid in the promotion of their new infant sleep device, the Euky Bear Sweet Dreams Sleep Aid. Euky Bear has a highly regarded and trusted range of products loved by parents nationwide.

Solution
A balance of education, information and trustworthiness was required to be delivered via a series of TVC and online videos to promote the new product. This resulted in a harmonious mixture of mother and child footage intermingled with the brands characters animated into the scenes supporting the onscreen feature and benefit supers. To further elevate the ad a bespoke song was written, recorded and composed purely for the Euky Bear Sweet Dreams product – the lyrics adding an extra layer of emotional connectivity.

Red Crayon managed the production of the ad series, from song writing, composing and recording of the bespoke track to the animation, edit and dispatch of the moving pictures.

A 30 second TVC is currently airing nationally with additional 15 and 7 second variants being broadcast online to boost impressions. The campaign is also supported with socials and display advertising.

Result
The campaign has been bolstered by a partnership with Chemist Warehouse, seeing the TVC run in line with ‘The House of Wellness’ series along with heavy catalogue presence and website promotion.

Services
Advertising, Campaign Creative, Copywriting & Production

FGB NATURAL PRODUCTS – Bosisto’s – Australian Natives Launch

BOSISTO’S – AUSTRALIAN NATIVES LAUNCH

FGB NATURAL PRODUCTS

Brief
Red Crayon was engaged by FGB Natural Products to work on Bosisto’s, an iconic Australian heritage brand and market leader to develop an ATL campaign for the launch of their new product range, Australian Native Botanicals.

Solution
As Bosisto’s eucalyptus plantation is in north Victoria it was a natural choice to hero the breathtaking landscape, ingredients and native environment to further reinforce the core offering of the new range. The landscape was brought to life with a protagonist whose natural beauty and simplistic delivery of a bespoke poem written by Red Crayon, cleverly and effectively highlights the products features and benefits through a narrative relatable to all – in this fast paced world we all need to ‘take a moment’ for ourselves.

Red Crayon managed the full production of both the videography and photography shoot, from scriptwriting, talent casting and wardrobe to the filming, photography, post production and dispatch.

A 30 second TVC is currently airing nationally with additional 15 second variants being broadcast online to boost impressions. The campaign is also supported with national press, socials and display advertising.

Result
The campaign has hit the ground running with the TVC’s debut taking place during the ratings success of ‘The Block 2020’ finale. ­

Services
Advertising, Campaign Creative, Copywriting & Production

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.

ASALEO CARE – TORK – SECURE THE NEW NORMAL CAMPAIGN

SECURE THE NEW NORMAL CAMPAIGN

ASALEO CARE – TORK

Brief
Red Crayon was engaged by Asaleo Care to develop a campaign for their professional hygiene brand, Tork Australia. The brief was to produce a B2B campaign that educates and supports businesses to improve their hygiene and cleaning standards as they navigate this ‘new normal’ post pandemic.

Solution
Through strategic interpretation of the brief Red Crayon and Tork worked closely together to develop the ‘Secure the new normal in hygiene’ campaign.  The creative was brought to life using a strong and autorotative lock up, echoing Tork’s credibility in the space alongside full bleed lifestyle and product imagery and clear call to action copy. Red Crayon developed and managed the purchase of an omnichannel media plan, including trade publication print and digital, targeted LinkedIn advertising and sponsored content and editorials. The campaign artwork was rolled out across print ads, display banners, eDMs, social ads and an array of digital brochures, posters and checklists.

Result
The campaign was well received by Tork, their distributors and end users and customers, so much so, it was extended into the New Zealand Market and continues to drive awareness and enquiry in both markets.

Services

Campaign Strategy, Design, Copywriting, Collateral, Media & Social Media

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

Rapid Hardware Group – CatRoller Campaign

CatRoller Campaign

Rapid Hardware Group

Brief
Red Crayon was engaged by Rapid Hardware Group, an Australian owned manufacturer and supplier of hardware products, to develop and launch their new pet product brand, Cat Roller.

Our task was to launch their new product into the market including the development of all brand assets, packaging and a digital launch campaign.

The aim of the campaign launch was to increase awareness of the brand, encourage landing page views and click-throughs to the Bunnings website, where users could then go on to purchase the product.

Solution
The branding and logo we created carried a fun and charming identity. We wanted the overall branding to make cat lovers smile, the same way a funny cat video does. As the illustration in the logo is lively and animated, we went for a simplified colour palette of orange variations, to ensure we weren’t adding too many colours to an already animated and lively brand. The branding was carried through a number of different assets including packaging, an instruction manual, an instruction video and advertising campaign creative.

We know that cats can be cheeky escape artists, so we decided to bring out this playful nature and engage the audience through a fun illustrated visual. The established features and benefits of the product were featured heavily throughout the creative to further cement that the product is an easy DIY solution that is simple and effective at keeping your cat safe. The creative ran across carousel and video formats on social and 6 Google display formats.

To support the advertising campaign, we also crafted a 9-week content plan with artwork for the Cat Roller Facebook page.

Result
The fun and playful branding that was rolled out across product packaging was well received by the client.

The four-week advertising campaign launched at the end of 2020 and was very well received by the target audience. The campaign saw a social click-through rate of 3.05% and a display click-through rate of 0.10%, both above industry standard. Traffic was led to a campaign landing page where the audience could then click through to Bunnings Warehouse and purchase the product.

Services
Brand Creative, Advertising, Campaign Creative, Copywriting, Production, Media Planning & Buying

Melbourne Montessori School – Campaign

Student Acquisition Campaign

Melbourne Montessori School

Brief
Melbourne Montessori School engaged Red Crayon to develop a campaign with the goal of increasing awareness and boosting enquiries for school tour bookings and enrolments.

The school wanted to improve awareness of the Montessori teaching philosophy that so many parents are not aware of. They wanted to ensure that potential parents had a good understanding of the benefits this type of education has, with the single-minded proposition that Melbourne Montessori School prepares children for the future of work.

Solution
We created a campaign that positioned Melbourne Montessori School as ‘the best kept secret’ in education for your child. The overarching call to action for the campaign encouraged parents to take a tour where they will discover the difference and benefits a Montessori education could offer their child. The campaign was aimed at parents of toddlers and senior school students, driving enquiry to two of the school’s key programs: early learning and IB.

To promote the early learning classes and IB program, we developed two sets of creative to run across a 6-week digital and social campaign. We showcased students engaging in their Montessori learning and paired this with the Montessori green, a strong visual brand cue for the school.

Result
The overall messaging and creative was well received by the client who felt we were able to successfully communicate the benefits of a Montessori education in a succinct way.

The campaign performed above benchmarks with a click-through rate of 0.09% for display and 0.28% for social. The campaign landing page received a total of 2,553 page views from the digital ads. The school also received a higher number of phone enquiries than they usually would during the period that the campaign was live. Many individuals who called the school had not heard of Montessori education before, confirming that the campaign increased awareness of the school.

Services
Strategy, creative, digital media, copywriting.