CASE STUDIES

MENU

Taking place within Australia’s iconic Red Centre, Alice Springs, ‘Parrtjima – A Festival In Light’ is the only authentic Indigenous festival of its kind. The 10-day festival showcases the oldest continuous culture on earth through the latest technology, along with interactive workshops, talks, film, music and dance across two event precincts. The event aims to deepen our understanding of First Nations people, and the art and culture of Central Australia, through the stories of the Arrernte people, of country and the landscape that connects us all as Australians. With low awareness outside of Alice Springs driving mass awareness and interest, both locally and nationally, while maintaining cultural authenticity and sensitivity was essential to the success of Parrtjima and its impact.

• Drive on-ground attendance YoY amongst interstate and intrastate audiences for the 2018 - 2020 events
  
• Drive economic growth within the Territory
  

A fully integrated media and creative approach across owned, earned and paid channels was developed to deliver on the strategic framework – to drive cultural exploration through entertainment and storytelling. A full-funnel, multi-year strategy across (pre, during and post event) allowed us to show up in places of relevance to our audience to best deliver communications in the right environments (and formats) at the right time and to bring to life the rich story of Parrtjima and First Nations culture. This was paired with a deep collaboration and integration across a complex network of stakeholders including the local Arrernte People, community groups, government, event production, trade/industry, agencies and media suppliers.

CREATIVE

35%

136%

18m

— INCREASE IN VISITATION in 2018 (RECORD ATTENDANCE!)

— 20% INCREASE IN 2019

— above attendance

targets; With 65%

OF TOTAL BEING

FIRST-TIMERS

— EARNED MEDIA

IMPRESSIONS

IN 2018

3x

+67

— above CTR

benchmark for

native content &

HIGH-IMPACT DISPLAY

— NET PROMOTER

SCORE

FIBRECONX

FibreconX is a new, dedicated dark fibre network for the future. Utilising their own high performance, purpose-built duct network, combined with an industry-leading customer portal, FibreconX offers a new alternative for Australian businesses looking to solve their needs and challenges of today while simultaneously supporting the growth requirements of tomorrow.

Key brand communications and storytelling was needed to bring to life Fibreconx’s core brand proposition – Tomorrow’s Network Today – while also delivering on brand’s core guiding principles: innovative, future-forward, high quality and performance. From the brand creative vision and core messaging to tactical content and creative assets, an agile and iterative process was critical to align with the success and milestones of a start-up business – both from an investment perspective and elevating Fibreconx’s brand presence in market to position both the business and its people as industry leaders.

The NT tourism industry was hit hard by the pandemic. And the lack of Working Holiday Makers created severe workforce shortages across the territory. The job – to increase International tourism in the NT and attract young Brits and Germans ( aged 18-34 years) to come live and work in the NT. As borders (and visas) opened back up, it was time to show Working Holiday Makers just what it meant to “work hard, play hard” in the heart of Australia – the Northern Territory – and bring to life the campaign platform through compelling storytelling and one of the most recognisable faces in house music – internationally acclaimed UK DJ Carl Cox.

As digital natives who are driven by the opinions of peers and people they trust and connect to, our audience needed to see a trusted and recognisable face – one that embodied the ‘Work Hard Play Hard’ platform and could deliver the key campaign messages in an authentic voice, based on first-hand experience. A solution that could deliver rapid cut-through and would stop our audience mid-scroll!

Enter internationally acclaimed UK DJ Carl Cox. As one of the most recognised and loveable faces in house music, Carl has a huge fan base amongst our target audience as well as being a self-professed lover of all things Aussie. His authentic connection to the NT evident in his return performances in Darwin over the past decade. Leveraging both his celebrity pull power and love of the NT, Carl lead the charge to get potential working holiday makers to the NT so they could Work Hard Play Hard.

148%

— EXCEEDED JOB

APPLICATIONS

(PRIMARY KPI)

150%

— increased

website traffic

Programmed –a leading provider of staffing, maintenance and facility management services – needed to recruit harvest workers across a variety of different roles throughout QLD, NSW, VIC and SA for the 2020/2021 harvest season. With worker supply requirements sitting at over three times the volume from past seasons, more workers were needed in Regional Australia than ever before.

Yet this seasonal workforce was largely reliant on international backpackers/travellers who, due to Covid-19 travel restrictions – were no longer available at scale. The combination of lockdown fatigue, droughts and bushfires also diminished critical domestic worker numbers (students and grey nomads) as motivations, mindset and purpose significantly shifted.

• Drive X qualified leads/applications for the 20/21 harvest season from primary audience (young travellers, backpackers, grey nomads) and secondary (hospitality workers)
  

With more workers needed than ever before, less candidates and significant behaviour change, the campaign required a completely unique approach to the recruitment process. One that delivered a compelling call to arms and positioned the harvest not just as a job, but a completely unique experience in regional Australia and an opportunity to support Aussie farmers who have been doing it tougher than ever – and get paid for it! Ultimately leveraging strategic insights about the audiences longing for adventure, new experiences and a sense of purpose.

11%

— above KPI for CTR To SITE

96%

— fill rate

100%

— STAKEHOLDER BUY-IN ON CONCEPT

Laureate Education is the largest private university in Australia, holding 12 unique brands under its umbrella including Billy Blue, William Blue and Torrens University. When the Media Design School (MDS) first launched in Australia under the Laureate Universities umbrella,they needed to driving awareness and to educate gamers/prospective students on the gaming course offering in Sydney, Brisbane and NZ.

MDS faced challenges of reaching new audiences who were seriously considering a career in gaming – a path considered by many as unachievable with further skepticism surrounding a solid career outcome if pursuing studies in gaming. Hence, MDS was not only competing with other gaming colleges but other career choices as well. The challenge: How do we influence gaming communities to seriously consider a career in gaming? And convince their parents!

• Drive awareness and generate leads amongst 16-24 year olds living in metro areas along the eastern seaboard of Australia.
  

With little market awareness and high barriers to conversion, the need to create high-cut through called for a more creative approach reflective of the audience themselves. And to arm them with the both the inspiration and information to generate outcomes.

Partnering with Twitch – the largest gaming platform and social network – the ‘Under Construction’ content series was born. A six-part, mid-form video series which told the stories of gaming industry influencers across Australia. Housed on the MDS website the series showcases all aspects of the gaming industry and possible career avenues – from programming and development to visual effects design, production and marketing– and put MDS at the forefront to drive gaming career opportunities.

4.67%

— EXCEEDED CORE KPI FOR traffic to site WITH 4.67% converting to LEADS

50%

— VIDEO VIEW THROUGH TO COMPLETION

(e) kelliejholt@gmail.com

(m) +61 478 454 435