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

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

Regis Aged Care – Annual Report

Annual Report

REGIS AGED CARE

Brief
Red Crayon was appointed by Regis Aged Care to produce their end of financial year publication suite including the Annual Report, Corporate Governance Statement, Modern Slavery Statement and Notice of AGM. The brief was to truly encapsulate Regis’ history of people and care within the report, to produce a refreshed and refined series of brand aligned documents.

Solution
Through a series of in depth, collaborative meetings with Regis’ senior leadership team, Red Crayon unearthed the key themes of people, care, respect, heritage, resilience and dignity. The Annual Report design and copy was bought to life with a strong focus on residents, staff and quality of care through the use of emotive full bleed imagery, vector illustrations and a considered tone of voice. The three smaller documents took on a more corporate approach whilst maintaining a consistency of design.

Result
The refined and refreshed publication set was well received by Regis, their shareholders and the general public. We look forward to evolving the publication theme over the coming years.


Services
Design, Copywriting & Collateral

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