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

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

Estia Health Brand Custodian

BRAND CUSTODIAN

ESTIA HEALTH

Brief
Estia Health is one of the largest aged care providers in Australia with over 70 homes across Victoria, South Australia, New South Wales and Queensland.

Following a brand refresh and a logo update, Red Crayon has worked closely with Estia Health over the past two years to update all of their existing collateral, including stationery and digital assets.

Red Crayon had also created a myriad of new materials for Estia Health, including their 2015/16 and 2016/17 Annual Reports, Guide to Aged Care booklets, Network brochures and Individual home trifolds to name a few.

Solution
Red Crayon’s long-term relationship and understanding of the brand style ensured that a common theme and consistent design elements are carried through to all aspects of the collateral created.

Result
A considered, visually-engaging  and brand centric set of collateral that represents the Estia Health brand.

Services
Brand Strategy, Branding, Collateral Design & Copywriting.

Bakers Delight Kick Start Franchise Re-Launch

Kick Start Franchise Re-Launch

Bakers Delight

Brief
Bakers Delight runs two streams of Franchise recruitment, one external, the other internal. Whilst external recruitment tends to receive more love, it was identified that conversions of internal leads proved more plentiful. As such the internal franchise model and collateral needed a solid strategic approach and visual refresh.

Solution

Red Crayon is engaged ongoing as the custodians of the internal recruitment process for Bakers Delight, Kick Start. Red Crayon reworked all of the Kick Start communications, from rebranding to a fresh visual language though to copy writing, photography, storytelling, videography, design and rollout.

By showcasing Kick Start graduates through storytelling of their experiences, prospective students are able to gain insights of what the program involves and the successes that can be achieved. This was communicated via short films of graduates in their own bakeries, information booklets, EDMs, information nights and pathway collateral.

A simple yet powerfully engaging strategy, which has proven to be the perfect recipe!

Result

The Kick Start program has seen bolstered enquiry and conversion since re-launching with this new strategy and refreshed visual style.

Bob Jane T-Marts Videography, Animation, Branding & Collateral

Videography, Animation, Branding & Collateral

Bob Jane T-Marts

Brief
Bob Jane T-Marts has a national network of franchised and company owned tyre retail stores, making them Australia’s largest independent tyre retailer. Red Crayon works on many different projects, from car livery, through to animated videos and everything in-between.

Solution
Vehicle Livery –
Red Crayon developed a series of concepts for the Ford Rangers that stayed true to the brand and that would ensure the vehicles stood out on the road. Commonly, prospective customers action livery on vehicles when they are in traffic or stopped at a set of traffic lights – knowing this we ensured all the key information was on the tailgate of the vehicle..

Training Videos – Over 2 days Red Crayon filmed, edited and produced a series of 7 training videos, each roughly 3 – 4 minutes in length. The videos covered topics such as customer bookings, car drop off, car pick up, safety inspection reports and walking a customer through an invoice.

Tire Check Tuesday – A bright, informative 5 step animation that delivers serious, life saving content in a clever and creative way designed to appeal to the target market. The animation was used nationally online to raise awareness of the danger in driving with under, over-inflated or worn tyres.

AusCar & Monster – Red Crayon developed two sets of brand guidelines that clearly govern the visual DNA of each brand. Essentially the documents describe, define and present examples of how the brands look in various visual media such as advertising, print, online and broadcast. For the guides to be effective they must clearly define the rules around brand use and be clearly cascaded across all parties that will interact with the brands.

Result
Continuity in brand presence and messaging whilst ensuring communications are engaging and informative.

Services
Collateral Design, Content Creation, Video Production & Animation.