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

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

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