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.
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.
In 2013, BP would announce its partnership with The McGrath Foundation, which would see 10c from every litre of Premium Unleaded sold at select BPs across Victoria donated to The McGrath Foundation.
BP commissioned Ogilvy PR Melbourne to devise a strategy that would announce and promote this partnership while demonstrating BP is a brand that ‘gets’ mum, and as such rewards her for the hard yards she puts in.
Working with Ogilvy Action, we created our very own Mother’s Day VIP experience to give back to hardworking mums and promote the McGrath partnership. We offered mums across Victoria the opportunity to be pampered over the Mother’s Day weekend at select BP stores – with BP’s Pink Service Station attendants on-hand to assist with the fuelling experience. BP Ambassador, Michael Clarke was on-hand to launch the activations and partnership with media.
- Secured over 114 pieces of print (66), online (1) and broadcast (47) media coverage in one week
- Coverage highlights across The TODAY Show, Triple M, The Herald Sun, Channel 10 News and WIN Ballarat
- Total circulation of 4,224,094
- 20,685 post engagements (total number of likes, comments and shares on the page posts)
We needed to communicate with a mass audience about how their food is produced, as for many people, farming is not close to home.
Research showed that this was a topic of interest for many though – with 58% of urban dwellers saying they are interested to know about the process undertaken to produce the beef and lamb they consume.
Strategy: What better way to bridge the gap between city folk and the country than to bring the farm to the city?
In order to overcome traditional barriers, Pulse Communications created the Target 100 Virtual Farm, a pop-up farm in Martin Place complete with native bushland, farmers from across Australia, and live cattle and sheep.
A giant screen beamed members of the public into Aussie farms using virtual technology, providing a unique opportunity for passers-by to speak directly with farmers without leaving the city centre.
We also enlisted popular journalist, blogger, qualified health coach and Target 100 ambassador, Sarah Wilson to share tips with the public on why beef and lamb are an important part of a healthy and sustainable diet.
Results: Numerous Sydney-siders got involved in the Target 100 Virtual Farm and spoke directly with our farmers Kara and Stu.
Media coverage was enormous – with over 214 clips to date, and a reach of over 8 million.
The event was attended by regional TV and radio networks which was crucial to its success.
However, research found that many consumers are undecided as to which type and variety of oil to choose. With a large number of brands, types and nationalities of oil on the market, who wouldn’t be overwhelmed?
Our aim was to simplify this problem by making olive oil from Spain, the oil of choice for Australian consumers.
We needed to leverage the quality, taste, heritage and value-for-money olive oil from Spain offers consumers, and take a leadership position amongst other olive oils that are available in stores.
Strategy: To introduce the campaign to the public we created a pop-up Spanish olive oil grove in the middle of Sydney’s CBD (George St) to celebrate Spain’s culture and heritage – imagine a fiesta of colour, sound and taste.
Our prestigious media and bloggers were also treated to an exclusive dinner hosted by ambassador Justine Schofield. They were able to preview the delicious array of food, infused with a splash of Spanish goodness (olive oil from Spain) that was to be opened to the public for breakfast, lunch and dinner the following day.
This provided consumers the opportunity to taste and sample the olive oil for themselves, all the while in a fun Spanish setting.
Results: The olive oil from Spain campaign was not only fun for us but also for the estimated 7,500 Sydneysiders who tasted olive oil from Spain, consuming a total of 35 litres of Spanish olive oil varieties.
Another 1,500 Sydneysiders tasted Justine’s tasty dishes featuring olive oil from Spain for breakfast, lunch or dinner.
We generated a huge amount of coverage with 28 articles reaching over 1.8 million Australians with messages about olive oil from Spain. Highlights included mX, TimeOut and The Morning Show.
In November we helped Activision launch Call of Duty: Black Ops II, the biggest selling entertainment product of all time. Sometimes when you launch a product the work ends there – in the world of gaming, the mission has only just begun.
With the evolution of gaming online, publishers are now looking to keep the momentum alive with what is known as DLC – downloadable content. DLC allows gamers to take their gaming experience and inject it with new life. Revolution, the first Black Ops II DLC drop in 2013 gives players access to four new maps, a new weapon – The Peacekeeper, and for the first time ever they can play their favourite game as a Zombie.
To help Activision get their core gaming audience excited about the January 30th Revolution launch on Xbox360, we engaged one of Australia’s most influential gamers, a man by the name of Champ Chong.
Champ Chong is an online oracle for Aussie gamers, an expert gamer with all the latest news, reviews and developments in the gaming world. Champ Chong loves the Call of Duty franchise, and jumped at the chance to help get the word out about Revolution.
With 300,000 subscribers to his YouTube channel we took our announcement and bought it life for his army of viewers. Working With Champ Chong we organised a special FX makeup expert to transform him into a Zombie for his show. The clip looked awesome, and as you’d expect things got a little messy.
View CLIP: http://www.youtube.com/user/ChampChong
Over 58 thousand viewers and counting have checked out the clip, and Champ Chong has posted regular updates on both his Facebook page (14,526 fans) as well as his Twitter handle (26,767 followers). The activity was a way to get news of the DLC drop to the game’s core audience in a fun, compelling way – and the results speak for themselves.
To continue the success of the gaming phenomenon, Activision engaged Pulse Communications to help launch its latest release, the ninth installment in the franchise Call of Duty: Black Ops II into the Australian market.
Q4 is the busiest time in the gaming calendar and the challenge was to ensure that we generated a high level of anticipation about Call of Duty: Black Ops II and effectively communicate to consumers why they should purchase this game above all others in market. We needed to drive home that this was a bigger and better game than its predecessors and competitors.
Strategy: The gaming community were key in driving early buzz around the game. They are our core audience so we hosted an exclusive event to give our top 50 AU players the chance to play the game before anyone else.
Celebrity influencers were also important in spreading the excitement of Black Ops II. Pro rugby players like Quade Cooper and Karmichael Hunt, musicians like Ronan Keating and Guy Sebastian received early delivery of the game which lead to them driving conversation ahead of the release within their fan base.
We also hosted AU media at several press events in Los Angeles throughout 2012 to secure front cover features which gave fans their first look analysis of the new game.
Results: We landed front covers across the main gaming magazines. We generated mainstream news stories off the back of nationwide midnight store launches at EB Games including a prime time news feature on Sam Worthington’s role in the game on Today Show.
We generated mass conversation through social media channels and drove early talkability of the game.
Call of Duty: Black Ops II set a new entertainment record by making $1 billion in just 15 days.
Challenge: The Top End is known for many things, crocodiles, vibrant colours, hot weather and salt-of-the-earth Aussies. When we brought together Canon and Tourism Northern Territory to showcase all the area has to offer through the best lens in the industry – we knew we were onto a winner.
For Canon’s part, we identified the trend of people purchasing new equipment when they planned to go travelling. This was an opportunity to use a premium destination to showcase the features of the EOS and digital compact camera ranges from Canon and target travellers at a time they are considering their next trip.
Tourism NT aimed to encourage travellers, both local and international, to travel to one of the most beautiful places in the world and take beautiful photos in the process.
Strategy: To kill two birds with one stone we thought we’d share the love and take media on a six day photo safari to the NT to play with Canon’s arsenal of super cool EOS and compact cameras, including the newly launched EOS 650D and tough compact, PowerShot D20.
Sound fun? It was.
Think Mindil Beach Sunset Markets, Kakadu National Park, Cooinda – Yellow Water, Gunlom Falls- working with Tourism NT we designed an itinerary to showcase the best of the NT region, and give Canon’s range the workout of a lifetime.
Along with our top tier travel and photography media and bloggers, were two winners of a competition hosted on the Tourism NT Facebook page which challenged fans to share a photo which they believe best represented the area. Pro photographers Krystle Wright and Peter Eve were also on hand to guide the group on how to use the best equipment for each occasion.
Results: The Top End Photography Adventure was not only a blast for all involved, but an awesome example of how we took a real strategic look at our campaign thinking and brought two brands to work together to achieve not only their own objectives, but expose themselves to whole new audiences.
The NT adventure saw coverage surface across the photography, tourism, and lifestyle sectors, along with deep penetration across social media platforms including Facebook, Twitter and Pinterest.
After six intrepid days surveying, eating, exploring and snapping the very best of the NT, the trip culminated in photo competition at the Darwin Ski Club. Check out some of the handy work!