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

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

Franchised Food Company Cold Rock Summer Campaign

COLD ROCK SUMMER ADVERTISING CAMPAIGN

FRANCHISED FOOD COMPANY

Brief
Red Crayon was again asked to develop an integrated multi-channel advertising campaign for Summer. Cold Rock expressed some simple goals: make it bigger than the previous year, drive more traffic into the 100 stores around Australia and to add 15,000 new subscribers to their database. The campaign was to run from just after Christmas through to Australia Day.

Solution
Red Crayon pitched a concept that saw two characters that were reminiscent of a couple of adversaries from the ‘old west’ duelling for the right to give one lucky customer either $10,000 cash or a $10,000 diamond. Enter “The Cold Hard Cash Vs The Cold Hard Rock.” The guys at Cold Rock instantly fell in love with the two characters and over the ensuing weeks refined and developed a 3D animated TVC. The concept was then rolled out across TV, Outdoor, Social in-store and Online where the customers were directed to make their choice to win either the Cold Hard Cash or The Cold Hard Rock.

Result
This campaign saw 24,000 unique entries with the eventual prize winner choosing the Cold Hard Rock.

Services
Campaign Strategy, Campaign Creative, Digital Media, Social Media, Content Creation, Community Management, Video Production, Media Planning & Buying.

Skybus Double Decker Strategy & Launch

Double Decker Strategy & Launch

Skybus

Brief
As a result of a change of ownership and the installation of a new management team, the SkyBus business was given an overhaul. Every aspect of the business was reviewed and from this it was identified that passengers were happy with the service in general but didn’t perceive the business or the brand as anything above a public service offering such as the bus you would find doing the domestic routes around Melbourne.
Red Crayon was engaged to develop a series of campaigns that would shift the perception of both the SkyBus brand and the service offering and to de-position the taxi, specifically the cost of a taxi when compared to SkyBus. A fairly difficult task if the buses weren’t going to change. Luckily at this point SkyBus was also planning to deliver a fleet of brand new Double Decker buses that would be an iconic statement in Victoria.

Solution
Red Crayon shot and designed a series of campaigns to introduce both the new offering and the new price (as compared to Taxis in some instances) that were then executed across outdoor sites and on radio throughout Victoria.
The campaign was also heralded by a tour around Melbourne with the Minister for Transport on the new Double Decker bus.

Result
Melbourne’s newest icon was born.

Services
Campaign Strategy, Campaign Creative, Content Creation & Photography