Realestate.com.au – 2021 Commercial Insights Series

2021 Commercial Insights Series

Realestate.com.au

Brief
Following the Developer and Residential Insights Series, we were engaged by REA Group, to create an engaging content series for the Commercial agent market. This content series was focused on delivering key insights from the 2021 realcommercial.com.au Consumer Satisfaction Study, including uncovering the key characteristics of commercial property seekers so agents could better support them in their buying, selling or leasing journey. A key part of the brief was to ensure the results of the survey were delivered in a format that was easily consumed and actionable for the audience. The key insights from the survey formed the basis of the 2021 Commercial Insights Series, tailored to selling and leasing agents in the commercial property space.

Solution
In collaboration with the realcommercial.com.au marketing and research teams, we developed a comprehensive content strategy that was to be rolled out across several months. The content strategy saw the 2021 Consumer Satisfaction Study come to life through a wide range of content mediums, delivered across various platforms and channels.

We followed the realcommercial.com.au guidelines to create a series logo, colour palette and overall look and feel for the series that allowed it to stand out whilst remaining consistent to the realcommercial.com.au brand. A series content hub was designed and developed within the realcommerical.com.au agent portal, ensuring all content was housed in one place and easily found by the target audience.

The content created included: whitepapers, blogs, how-to videos, PDFs and a webinar. All content was distributed to the commercial agent audience via eDMs and LinkedIn.

Result
The series was well received by both the client and the commercial agent audience. Key metrics showed high open rates and CTR for EDMs and strong social engagement. The commercial agent audience found value in the content, particularly through blogs targeted at the relevant segments and the closing webinar.

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

Realestate.com.au – 2021 Residential Insights Series

2021 Residential Insights Series

Realestate.com.au

Brief
Off the back of the Developer Insights Series, Red Crayon were engaged by realestate.com.au, Australia’s #1 address in property, to create an insightful and engaging content series for the Residential agent market, delivering key insights from the 2020 Property Seeker Survey. The survey is the most-in depth study of property consumers in Australia, so it was crucial to deliver the results in a valuable and easily consumable way. The insights pulled from the research formed the basis of the 2021 Residential Insights Series tailored to the residential audience of principals, sales agents and property managers.

Solution
A comprehensive content strategy was developed in collaboration with the REA content marketing and research teams. This content strategy saw the 2020 Property Seeker Survey findings come to life through a diversified range of content mediums, delivered across various platforms and channels.

Following the realestate.com.au guidelines, we developed a series logo, colour palette and overall look and feel that allowed the series to be distinct whilst remaining true to the overarching realestate.com.au brand. A series content portal was designed and developed within the realestate.com.au Agent Marketing Centre ensuring all content was housed and easily found.

The content created included: whitepapers, podcasts, vlogs, videos, how-to guides and a webinar. All content was distributed to the residential agent audience via eDMs and social media platforms: Facebook & LinkedIn. Where applicable content was also distributed via YouTube and a dedicated podcast channel.

Result
The series was well received by both the client and the residential agent audience with key metrics indicating above average views of video content and a strong, consistent CTR for emails and social posts. The overall results showed an average email CTR of 3% with a total of 836 video views. The agent audience found value in the content, particularly through downloadable guides targeted at the relevant segments. We saw a total of 1,040 PDF downloads for the series.

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

Regis Aged Care – Brand Campaign

Brand Campaign

Regis Aged Care

Brief
We were engaged by Regis Aged Care to develop a creative campaign concept for the brand that reflected their newly developed brand proposition. Differentiation in the aged care sector is challenging so it was imperative for the creative to be distinct to stand out from competitors and resonate with the target market and multiple audiences of: consumers, influencers and referrers. The concept had to be adaptable to all service offerings of the business: residential care, home care and retirement living and work across a variety of channels including website, social, digital display, video and print.  It was crucial that the creative brought the new brand proposition and personality to life whilst staying true to the Regis brand guidelines. Messaging needed to be clear and engaging to help further define who Regis are.

Solution
A creative concept and messaging hierarchy was developed in collaboration with Regis Aged Care, referencing the newly developed brand proposition ‘Moments of Joy’. The creative concept saw the new brand personality come to life through an overarching campaign headline ‘Finding the smile in every day’. The campaign headline was created to work across the multiple audiences to ensure it was distinct and relevant for the audience viewing the ad or asset. The concept was rolled out across a diversified range of assets including animated and static display banner ads, web banners, social ads, press ads and video.

Result
The new creative concept was well received by the client and multiple stakeholders. It was soft launched to the audience in September across a number of assets including print and digital.

Services
Campaign Creative, Graphic Design, Copywriting & Digital

 

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

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

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

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

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