Improve upon the previous year’s hugely successful thought leadership campaign, by sustaining the campaign & coverage over a longer period, instead of creating one large surge of activity.
- Create a voice for Kronos on a national workforce issue to drive broad awareness in general business, consumer, HR and technology media
- Develop research-based content including visual content (infographics) and thoughtful whitepaper commentary with corporate positioning and customer testimonial
- Premeditate a three-stage launch with multiple storylines to create sustained coverage
- Engage with third party industry bodies to encourage them to join the public discourse and lend credence to the debate
Campaign Concept: Howorth proposed a narrative about a missed opportunity in Australia to tap its “Hidden Workforce”. The story would highlight the failure of employers to cater for specialist groups’ need to work in a more flexible way and how a focus on a certain profile of worker worked to the expense of parents and older people.
The campaign was staged to be released in three parts, so we could target specific headlines aligned with the messaging. The whitepaper was finally released with the last phase and made available to all interested parties.
Alongside the positioning whitepaper, individual infographics were prepared to accompany each release, to provide sharp context for the issues raised and give media content to use in their stories.
Results: The communications-led thought leadership platform formed an integrated marketing strategy, informing everything from sales/enquiry-driving eDMs, customer roundtable briefings, email signatures and website content, to social media content and media relations.
Media coverage included:
- Phase one: 21 pieces of print and online coverage, including general and business titles such as The Sun Herald, Canberra Times, Sydney Morning Herald, Brisbane Times, ABC News Online and Business Review Weekly. 22 pieces of broadcast coverage from pre-recorded TV interviews and radio sound grabs aired on the evening and breakfast news slots of 22 stations across the ABC network.
- Phase two: 2 pieces of broadcast coverage including Sky News and WSFM as well as 4 pieces of launch coverage in major titles including Business Review Weekly, Reuters, Human Capital and Smart Company
- Phase three: 7 targeted pieces of coverage in IT media, including ComputerWorld, CIO Magazine, Computer Daily News and Technology Spectator
- Use of the infographic on key news sites such as Business Review Weekly and Human Capital
As well as driving conversations with existing customers and prospects, the media campaign also attracted attention from a number of interested third parties, including government agencies for equality and other working groups and consultancies on diversity. Enquiries and active media commentary (in response to the Kronos news) was seen from:
- The Workplace Gender Equality Agency
- Nareen Young, chief executive of the Diversity Council of Australia
- Elizabeth Broderick, Human Rights Commission
- Helen Conway, director of the Workplace Gender Equality Agency
- Joshua Price, GM of Symmetra, a Diversity Consulting company
- Pollyanna Lenkic, founder of Perspectives Coaching
- Infoxchange – a NFP community that delivers “technology for social justice”
Challenge: UnitingCare NSW.ACT has been building a shared services model across their marketing and communication services over the last 18 months, as part of a strategic direction for sustainability and streamlining of the organisation. Communication and Marketing services for UnitingCare Children Young People and Families were next in line to be consolidated into this new model. UnitingCare wanted to ensure consistency of service through this transition, however did not have a clear picture of the activities currently taking place.
UnitingCare knew that an independent audit would be necessary to subjectively capture the complete picture of activities across the organisation. With a strong background in communication audits and effectiveness research, Ogilvy Impact successfully responded to the request for proposal.
Strategy: Ogilvy Impact were based onsite for the audit, to enable close working with the UnitingCare Communication and Marketing team. This also allowed us to see the organisation in action and pick up on nuances that would have been missed if working offsite. We also conducted focus groups with key stakeholders to develop deeper insights into perceptions of effectiveness of marketing and communications activities.
Although not part of the initial brief, Ogilvy Impact also undertook a survey of all the division’s employees, as it was also important to get the wider view.
Results: The combination of the completed audit, focus groups and survey gave UnitingCare a rich picture of the current marketing and communications work to be transitioned. While the initial brief was to audit, Ogilvy Impact was able to provide additional value. We identified opportunities for efficiencies through the transition, and developed recommendations of how to improve the new structure. We also provided insights into employees’ concerns about the move to a shared services model, and what they would like to see change.
As a result of this work, Ogilvy Impact has been asked to undertake a further audit and research project, to assess the rest of the organisation’s communication and marketing activities.
Challenge: An FMCG company intended to move manufacturing offshore, meaning the loss of jobs in Australia. The announcement occurred at a time when consumers, unions and media in Australia were particularly concerned about the decline of manufacturing. Careful engagement of all stakeholders was needed to maintain employee trust, minimise productivity loss, prevent industrial action, and maintain the company’s reputation and share of shopping basket.
Insight: Our strategy was to minimise negative reaction from all stakeholders through consistent messaging communicated via open, transparent dialogue, supported by well-equipped leaders who were always on-message.
Solution: Taking an ‘inside-out’ approach we ensured all communication was undertaken with care, thoroughness and sensitivity and focused first on those employees most affected. We facilitated workshops to align senior leadership around agreed key messages, and trained line managers to lead their teams through change with confidence. Our recommendation to communicate early, ensure affected employees were aware of their entitlements, and highlight benefits for the continued success of the business meant everyone felt well-informed, and trusted the organisation’s leaders as the credible source of truth on the decision.
Outcome: No adverse impact on absenteeism and productivity metrics during the transition. Employees, including those who remain in the organisation, remain positive ambassadors of the brand in their communities and in media.
Challenge: Fitness First is one of the largest health club groups in the world with more than 342 Fitness First clubs worldwide, and more than one million members across 15 countries. In Australia, Fitness First has 78 clubs with approximately 240,000 members.
Since Fitness First began operating in Australia back in 2000, the fitness landscape has changed significantly. The brand has faced a number of challenges in the wake of the changing environment, from the rise of 24/7 gyms and expanding operator locations, to increased competition on price, all the while battling against its tarnished reputation.
In 2012, the company was acquired by Oaktree Capital Management and underwent a major restructure which saw it exit a number of gyms from its portfolio, enabling it to invest significantly in overhauling every facet of its operations and embark on a significant journey of change.
In early 2013, Fitness First partnered with Ogilvy PR Health to help the company on its journey of change and re-build the company’s reputation and standing as the industry leader in fitness.
The first tangible evidence of change was the launch of a new concept gym in the heart of Sydney’s CBD called The Zone. A world-first innovation based on the principles of dynamic movement training, The Zone offers six distinct ‘zones’ for small group training – each created by Fitness First, with more than 95 classes running a day for members.
Strategy: The launch of The Zone not only provided an opportunity to bring to life the company’s philosophy of motivation, fitness expertise, and the idea that ‘machines don’t motivate people, people motivate people’, but also showcased its serious commitment to invest in change and deliver real benefit back to members.
To communicate this, Ogilvy PR Health held an exclusive preview event like no other, inviting leading lifestyle, health and fitness media and influencers, as well as representatives from a number of leading training institutes and equipment suppliers, to be the first ever to train in The Zone.
The launch was the first time that Fitness First had proactively engaged with media in many years and on the night, Managing Director Pete Manuel bravely stood before the assembled media and declared that the brand had “not always got it right” but that the company was listening and was on a journey of change.
Special guest speaker, former Olympian Geoff Huegill, was a media drawcard and spoke of the role that Fitness First played in his training.
After the event, and with the ‘buzz’ still building about The Zone, Ogilvy continued to engage with influential media, inviting groups of colleagues from media outlets to come for a tour and workout at one of the six unique ‘zones’.
Results: More than 40 media and influencers attended the launch resulting in more than 80 pieces of coverage and reaching an estimated audience of more than 576,779 people.
More importantly, engaging with media en masse provided an opportunity for Fitness First to foster relationships with key journalists and start to rebuild its position as the fitness expert and ‘go-to’ for media.
For more on The Zone visit: http://www.youtube.com/watch?v=KWxyuVdGuu0
Skylanders is the number one kid’s toy and video game franchise in the world– a franchise that was only launched in 2011, delivering a whole new category of gaming for kids, where for the very first time they could bring physical toys to life in a video game.
In September this year, we showcased the brand new, yet-to-be released Skylanders SWAP Force game to a range of influencers in Sydney and Melbourne, giving them (and their kids) a sneak peek into the next evolution of the Skylanders world.
Our insight was that Skylanders had become a key theme for birthday parties amongst our core demographic. So we gave our guests an entirely immersive Skylanders birthday-party-esque experience, complete with face painting, cash booths, colouring stations, spinning wheels and of course, extensive game play.
To help give back to the kids who have supported us so far, we worked with Activision’s ongoing charity partner, The Sony Foundation, providing a $25k donation in each state which would go directly towards their youth charity, You Can.
We had a number of celebrities attend with their family, including:
- Jaynie Seal (our MC in Sydney and Melbourne)
- Rebecca Gibney
- Nathan Hindmarsh
- Brad Fittler
- Michael Klim
- Kylie Gillies
- Chrissie Swan
From a social perspective, we reached over 150,000 people across their combined networks, and could follow their live tweets, Instagram pics and Facebook posts using our official event hashtag.
This year Activision is launching the latest edition of the world’s biggest gaming franchise, Call of Duty: Ghosts on November 5th. To drive excitement amongst key media and influencers, Pulse helped Activision bring the hype Down Under with an exclusive hands-on reveal event at the Carriageworks venue in Sydney.
24 LG screens, 24 consoles shipped in from the US, and Activision’s US developer flown in to deliver a gaming experience only Call of Duty can provide. Two sessions gave media, YouTube influencers and the online community the chance to explore all-new game modes and maps, in the dark surrounds of the Carriageworks theatre. Game developer, Derek Racca from Raven Software was on hand to give attendees the low-down on how the latest installment in the evolution of COD came to life.
Call of Duty is the biggest entertainment product in the world. The latest iteration of the franchise, Call of Duty: Black Ops II was launched in December 2013, netting $1 BILLION in sales within 16 days – a current world record.
The challenge: Over the June Queen’s Birthday long weekend Ancestry.com.au wanted to promote their free open database, of over 250 million British records to encourage Australians to start discovering their story.
Strategy: Rather than embarking on a straight PR release focusing on the open data base, we worked with Ancestry.com.au to research the history of Australia’s ‘Rock Royalty’. Through trawling through the collections, we discovered that a lot of Australia’s rock the talent was in fact shipped in.
Ancestry.com.au discovered a celebrity link between famous Aussie rock legends who migrated to Australia from England in the 50s and 60s.
Records showed the Bee Gees, Red Symonds, Bon Scott from AC\DC and Olivia Newton-John, were all a part of the 10 Pound Poms migration influx.
Perhaps the most well-known names to stick out of the collections include Barry, Maurice and Robin Gibb – commonly known as The Bee Gees. Arguably one of the most successful Australian imported exports, the Manchester-born trio dominated the industry world-wide.
Arriving in Sydney in the summer of 1958 aboard the Fairsea, the brothers weren’t the only future rock legends to step onto Australian soil, with Red Symonds, then to be future lead-guitarist for Skyhooks, also on board the ship.
We approached Channel 7’s, The Morning Show, with an exclusive story on these famous rock legends. We offered viewers of the Morning Show exclusive access to the open database on Ancestry.com.au in order to provide viewers with a unique experience.
Results: The live interview with Ancestry’s Brad Argent lasted over five minutes with the program reaching over 263,000 Australians across 42 Channel 7 TV stations within Australia. Within a 15 minute’s appearing on the show Ancestry.com.au, the website experienced a high volume of unique visitors and registrations that continued throughout the day.
The TV segment which can be viewed here.
Overview: In order to capitalise on a timely news cycle surrounding the Australian premier of The Great Gatsby, Ancestry.com.au set about researching the backgrounds of the lead characters to see if there was any angles to generate a news story.
Strategy: Through examining the research, Howorth uncovered a storyline of life imitating art a for a few key actors in the film. Following this discovery, we set about pitching the story to key entertainment writers and radio shows to drive broad coverage and awareness of Ancestry.com.au, while showcasing the wealth of information available on Ancestry.com.au
Through research we discovered Leonardo DiCaprio, who plays Gatsby, great grandfather, went from a street sweeper in 1900 to a real-estate broker in 1930. Like the character he played in the film, the rise of the Nouveau riche, seems to be in the DiCaprio’s blood!
The Great Gatsby love story is epitomised in Tobey Maguire’s great grandparents tale of love conquering all. It appears Tobey’s Great grandparents, on his father’s side are from opposite ends of the world but, found true love. Bartholomeus Kropfl (Tobey’s great grandfather) is from Austria while Ana (Tobey’s great grandmother) is originally from Puerto Rico.
Director, Baz Luhrmann, it appears has his own tale of a rise from rags to riches. Baz’s 5th great grandfather, Pierce Collits, owned a famous inn in the Vale of Clwydd (near Lithgow) in the early 1800s. He came to arrive in Australia as a convict from Ireland in the early 1800s with his wife and children. For 10 years the Inn was the most famous landmark on the journey from Sydney to the ever-expanding town of Bathurst.
Carey Mulligan’s ancestors originated from England and Wales and were from all walks of life. Occupations in her family tree include ‘iron turner,’ ‘stock trader,’ ‘coal miner,’ and ‘colliary lampman’ (in the coal mines).
Results: Ancestry.com.au received broad consumer coverage, with hero pieces being achieved on News.com.au and Nova 96.9. Nova’s Fitzy and Wippa used the information as part of their interview with Carey Mulligan. Announcing her Great Grandfather was a colliary lampman in their interview. You can watch her reaction to the news here.
In 2013, the Carnival Cruise Lines (CCL) brand suffered with some incidents involving ships from its fleet. Ogilvy Public Relations created an occasion to build brand awareness and restore reputation, hijacking an iconic moment in the Australian calendar, Red Nose Day, and forming a partnership with Australian charity, SIDS and Kids. This particular fundraiser was identified as the perfect brand fit thanks to its mantra of ‘get silly for a serious cause’ because, at CCL they are serious about creating fun (and sometimes silly) holiday memories.
In an engineering feat, a specialist company was engaged to design, build and install the largest ever red nose on a cruise ship. Seven metres in diameter, the nose was illuminated from within allowing for a strong vision opportunity at dawn as Carnival Spirit sailed into Sydney Harbour past Australia’s two greatest icons – the Sydney Opera House and the Sydney Harbour Bridge. Guests onboard Carnival Spirit participated in and enjoyed a host of themed fundraising activities onboard including a charity walk, themed menus, colouring in competitions and games. In the lead up to the event, consumers were given a chance to win a cruise for two by ‘red nosing themselves’ on an interactive website – rednoseme.com.
As per our objectives to generate mass coverage, the success of the project was clearly illustrated by the quality and quantity of media coverage and conversions taking place online:
- 65 pieces of coverage secured in Australia and internationally generating over 178 million impressions
- Every commercial TV station covered the story, reaching over 250 metro and regional stations
- The TODAY Show ran six CCL branded weather crosses reaching 350,000 viewers
- One of the world’s highest reaching news websites, The Daily Mail, ran a photo-gallery of Carnival Spirit and her giant red nose
- The hero shot of Carnival Spirit reached 144,400 people via Facebook alone. The same image was liked by over 2,000 people and shared 240 times
- 100% of coverage was positive and included images of the ship wearing the nose
- Over $10,000 toward SIDS and Kids was raised by CCL and Carnival Spirit guests in onboard and in-house activities
- 3,450 people entered the online competition to win a cruise for two on Carnival Spirit
In 2013, UNCLE TOBYS tasked OPR with getting the new range of Quick Sachets Oats back on mums’ morning agenda and into their kids’ breakfast bowls.
Mornings are a busy time for mums, with kids to get to school, lunchboxes to pack and of course hungry mouths to feed. So how could UNCLE TOBYS Quick Sachets help and how could we communicate to mum that this nutritious breakfast option was ready in just 90-seconds flat?
The answer, a ‘My Little Oats’ campaign to share tips and tricks to put the fun back in the morning routine.
A targeted blogger programme recruited influential mums to spread the word amongst their prolific networks. A bespoke outreach approach celebrated mornings, with activities to enjoy in 90 seconds and plenty of Quick Sachets oats to fuel their family’s mornings. We called on our bloggers to share their morning time tips and tricks and in turn ask their readers to do the same.
8 top blogger ambassadors were recruited, landing 17 pieces of coverage, exceeding KPIs and driving engagement with over 1,800 consumers via competition entries. 100% positive sentiment was achieved across all posts.