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.

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

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

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.

Werribee rebrand

Werribee rebrand

Wyhndham City Council

Brief
Red Crayon was engaged by Wyndham City Council to brand the Werribee City Centre and devise a three-year strategy for the marketing of the centre.

Solution
The outcome was a bold and contemporary identity. Channeling street signage found within the centre itself, the mark is a strong, eye-catching visual that is flexible across a wide range of applications. Built around a simple modular system, each individual element can be separated from the overall mark and stand alone to create an interesting and engaging visual language for the brand. A vivid colour palette of teal and black separates the brand from the predictability of similar city centre branding, for an aesthetic that is fresh and progressive – a mark that is distinctly Werribee City Centre.

 

Result
The Werribee City Centre identity was immediately adopted by store owners and locals, they finally had a brand that represented who they are – a diverse, vibrant and progressive community.

Services
Brand Strategy, Branding & Marketing Strategy.

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.

Melbourne Rebels 2018 Season Launch

2018 SEASON LAUNCH

MELBOURNE REBELS

The Brief
Develop an exciting campaign message to launch the 2018 Melbourne Rebels season and bring the message to life through the creative development of a multitude of online and offline assets.

The objectives were plentiful:

  • Launch & Sell Membership
  • Generate brand awareness
  • Engage Stakeholders
  • Format the consistent base imagery for the year’s communication

The Solution
With the Rebels coming off a tough 2017 season, we developed a campaign that really spoke to existing membership base but also a wider network of Melbourne sport enthusiasts. The “Never Back Down” message was born and brought to life through daring and unapologetic creative, anchored on the Rebels signature shield. We designed a consistent set of artwork to be used across multiple different channels throughout the 2018 season including social media graphics, website banners, EDM templates and membership merchandise packs.

The Result
A revived and refreshed brand message has re-ignited the engagement in Rebels fans across Victoria. The provision of a succinct campaign position and accompanying creative collateral allows the Melbourne Rebels team to walk confidently into the 2018 season.

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

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