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

Tasracing Summer Racing Campaign

Tasracing Summer Racing Campaign

Tasracing

Brief
We were lucky enough to win a competitive pitch for the Tas Racing annual Summer Racing Carnival campaign. The Summer Racing Carnival encompasses multiple racing events over the Summer months and we were charged with promoting the overarching carnival with a heavy focus on an uplift in ticket sales to the three major Cup Days; Devonport Cup, Hobart Cup & Launceston Cup.

Solution
In collaboration with Tas Racing, it was identified that the audience with highest propensity to purchase were millennials with a strong interest in their own personal brand, closely followed by young families who want to enjoy a family friendly day out. We wanted to disrupt the perception that the events are only for those with a keen interest in thoroughbred racing. The overarching campaign message of “ Indulge your senses “ was developed to ensure we can encapsulate all of the exciting elements of the events with segmented sub messages that talk to our multiple audiences and ultimately still tie back to the master campaign.

The creative was developed with a similar notion in mind; showcasing iconic Tasmanian produce, native flora, and the rolling hills intertwined with the track and race goers in one key campaign visual was pivotal. The channel plan was devised strategically to ensure maximum reach across Tasmania and Victoria(for the first time!) The creative concept was adapted and rolled out across TVC, press, billboards, digital display ads, Spotify and OOH.

Result
The 2019 Summer Racing Carnival was hugely successful with a boost in online ticket sales across the board. The creative was well received by the Tasmanian audience and the client alike. With a heavy focus on digital media, we now have a data set to build upon and re-market to into the future.

Services
Campaign Strategy, Campaign Creative, Content Creation, Media Planning & Buying

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

BIC Brand Activation

BRAND ACTIVATION

BIC

Brief
After conceiving three strong and unique ideas to breathe life and fun into the brand, drive sales and increase in-store presence, Red Crayon were then tasked with bringing forward an activation concept for the once yearly charitable event – the Good Friday Appeal. Our goal being a long term strategy to position BIC Kids as a serious contender in its market – with the depth and quality to be aligned with children’s education.

Solution
Despite time constraints and multiple stakeholder involvement, Red Crayon rose to the challenge and worked all hours, drawing from our experience and trusted partners, to achieve an activation space that was a stand-out at the event. From planning through design, to printing, staffing and installation, Red Crayon created an engaging space that raised the profile of BIC Kids. We designed and built a ‘museum’ whereby children could create works of art and display them proudly against a custom designed standee, then load their picture to the BIC Facebook page to share their creation. The space catered for children aged 3-12 with different zones housing iPads, colouring books, art walls, colouring castles and tables, with bean bags, signage and props for an inviting and engaging space.

Result
An estimated 80,000 people were in attendance at the event – with non-stop queues, hundreds of images uploaded to Facebook and hours of play on the BIC Kids app. The BIC Kids brand had massive exposure and the activation has laid the foundation for future engaging events to further underpin their seriousness in contending in this market.

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

Hobart International Airport – STRATEGY, POSITIONING & CAMPAIGNING

ParkingPlus STRATEGY, POSITIONING & CAMPAIGNING

HOBART INTERNATIONAL AIRPORT

Brief
The brief was simple; how do we improve airport parking perception and performance. Many people don’t park at the airport because it is negatively perceived in market as expensive and inconvenient.

Solution
We want to disrupt the perception that airport parking is costly and inconvenient. We needed to intercept strong negative emotions towards cost, to do this we developed a car parking specific sub brand, ParkingPlus. The creation of an overarching car parking message with longevity that can be incorporated into smaller tactical campaigns throughout the year enables repetition, which yields a higher level of brand recall.

The ParkingPlus positioning is a value ad statement that takes the conversation away from just cost. We used emotive language and imagery to illustrate that it’s about more than just parking; it’s ParkingPlus. The ParkingPlus lock up is reminiscent of the master Hobart Airport brand with the introduction of a parking specific colour and destination pinpoint icon to create relevant visuals cues. We shot on location to capture emotive images for use in our ParkingPlus launch campaign that articulates the story of ParkingPlus and establishes the new positioning in market.

Result
A new and consistent identity for Hobart Airport’s parking offering has been achieved and well received. The ParkingPlus brand campaign launched in October across digital, radio, press and onsite signage. The results of this new positioning will become even more evident over the next 12 months as we continue our consistent reinforcement of the ParkingPlus messaging through all parking communications and campaigns.

Services
Brand Strategy, Branding, Campaign Creative, Content Creation, Media Planning & Buying.

Bicycle Network Brand Refresh

Brand Refresh

Bicycle Network

Brief
Bicycle Network is a charity, one of the largest cycling membership organisations in the world, whose mission is to have ‘ More People Cycling More Often ’. Red Crayon was engaged to reinvigorate the master ‘Bicycle Network’ brand along with the six core annual events created and run by the charity.

Solution
Through internal ThinkTanks, user testing and customer perception it was defined that the Bicycle Network brand mark held valuable equity, it was however perceived as being tired and dated. As such, Red Crayon reinvigorated the brand mark with a modern and strong type face, subtle icon reconfiguration and refinement. The biggest task was redefining that core annual events from a house of brands to a branded house. A consistent style, tone and appearance were pivotal in consolidating the events into an instantly recognisable Bicycle Network event. This was achieved through a master typeface and template guidelines for image treatment and application, along with supporting elements. In order to ensure each event could still maintain a sense of identity a core colour was allocated to each event.

Result
The updated brand and core annual events refresh was exceptionally received, both internally and externally. It allowed the Bicycle Network internal team to seamlessly rollout event collateral and communications whilst also giving participants a fresh and revived event and brand experience.

Services
Brand Strategy & Branding.