Pulse Helps Engineers Australia Make it so

The team at Pulse launched Engineers Australia’s $2.5 million public relations campaign aimed at addressing a skills shortage in the engineering industry on Tuesday 16^th February.

A core component of the new PR initiative is a world first competition that calls on everyday Australians to submit an idea online. The competition will culminate with one lucky person having their idea ‘made so’ by an engineering team.

Since its launch, the Make it so public relations campaign has featured in the Australian media more than 30 times across broadcast, print and digital media outlets.

Highlight pieces of coverage include interviews with CEO Peter Taylor on key talkback radio stations which have high listenership figures including Alan Jones on 2GB and 5AA. Articles have also appeared on ABC News, Australian Geographic, Yahoo!7, B&T, iTWire and Gizmodo websites and print coverage in The Australian, The Australian Financial Review and the Adelaide Advertiser.

Pulse also secured a national radio partnership with DMG’s Nova Network which involves the public relations campaign being featured weekly on the “Ryan, Monty and Wippa” drive time program.

The Make it so competition will run for 12 weeks, until 15^th May. Each week, a shortlist of the top 10 user-rated ideas will be compiled and one idea owner will be awarded an Eee PC, valued at $399.

Visit www.makeitso.org.au to submit, share and champion your ideas!

MC Hammer Inside Tour

Issue

Music icon and social media guru, MC Hammer was engaged to launch Twitter on the Xbox 360 online service, Xbox LIVE, and introduce the brand new “Lips: Number One Hits” game, which features the classic hit “U Can’t Touch This”.

Challenge

Ensure Xbox key messages in the coverage achieved were not overtaken by the “celebrity factor” of MC Hammer.

Insight

As the world’s 14th most influential person on Twitter, MC Hammer was credible and passionate brand ambassador, who could pull on nostalgic heart strings of media to secure incredible mainstream coverage, and then surprise them with his online savvy.

Creative Idea

An extensive media tour of Sydney and Melbourne was held, targeting every major television, radio and newspaper outlet. MC Hammer was clearly briefed to naturally communicate the key messages of the Xbox Twitter and Lips offerings,with Pulse attending each interview to ensure Xbox coverage.

Campaign

The activity took place over a 4 day period, with over 30 media outlets receiving one-on-one interviews with MC Hammer. Hammer was briefed on the key Xbox messages which he reiterated in all activity.

Outcome

Over 65 pieces of coverage have appeared to date on the MC Hammer media tour across high rating outlets like Rove, Sunrise, Channel 10 News, The Morning Show, Hamish and Andy show on 2DayFM, The Age, Daily Telegraph and Famous. Xbox key messages on Twitter and Lips featured in 100% of this coverage that Pulse placed.

Victoria Bitter Raise A Glass Appeal

Challenge

Building on a long, informal association between VB and the Armed Forces, VB wanted to raise more than a million dollars to support the vital welfare programs of the RSL and Legacy, to support and pay tribute to Australia’s serving and ex-serving men and women, fallen veterans and their families. VB contributed $1 from specially marked cases of stubbies and donated more than 1,500 kegs throughout April, encouraging Australians to raise a glass on ANZAC Day and pay tribute to a fallen mate.

With strong media attention on any perceived commercialisation of ANZAC Day, alongside the sensitive issue of veterans and alcoholism, Pulse worked to ensure that both community and media stakeholders understood the genuine intention of the Appeal, ensuring every communication was highly respectful to the RSL, Legacy and wider defence force communities.

Insight

Every Australian has an ANZAC story that is close to their hearts. A special someone they think of and pay tribute to every year. And there are few more quintessentially Australian rituals than sharing stories, over a beer, with a mate.

Creative Idea

Pulse created bespoke tribute beer glasses, etched with the words Today, I raise a glass to, space to hand write the name of the person being honoured on ANZAC Day and the Raise A Glass Appeal URL.  As part of a national launch event attended by the leaders of the ex-service community, including General Peter Cosgrove, and a national regional tour, Australians were invited to dedicate their own glasses as well as share their personal ANZAC stories on the Raise A Glass website.

Outcome

186 pieces of coverage appeared across TV, print, radio and online creating a reach giving over 40 million opportunities to see.

Xbox Sounds- Pussycat Dolls

Challenge

Broaden awareness of the Xbox360 console as a family friendly console, reaching out to an audience beyond gaming

Creative idea

Xbox develop the Xbox Sounds event series, where iconic music acts would perform at iconic Australian locations throughout the summer. The first in the series saw the Pussycat Dolls perform in front of the Sydney Opera House.

Campaign

Pulse was tasked with taking the story of Xbox Sounds to the mass media, broadening Xbox’s reach beyond the gaming and technology press.

Pre-event outreach targeted news , lifestyle and music media  to build buzz and hype for the event.

To maximise the post-event coverage Pulse targeted media from lifestyle, broadcast and major news outlets, offering access to the performers, spokespeople and other talent for news and feature stories.

Outcome

Local and international coverage of the event reaching an audience in excess of 60 million.
105 pieces of coverage were secured with 82% of these pieces  occurring in consumer lifestyle, news or broadcast media

http://pulsecom.com.au/

Launching the first Museum of Australian Democracy

Challenges: In May 2009, Australia’s much-loved building Old Parliament House (OPH) in Canberra was re-launched as the Museum of Australian Democracy (MoAD). Pulse was engaged to generate national awareness of OPH’s new role and create excitement about the opening of the first and only museum in Australia dedicated to telling the story of Australian democracy – past, present and future. The core challenge was to shift Australian perceptions of OPH as being stale and conservative, while also making democracy relevant to everyday Australians lives.

Insight: Australians recognise democracy but associate it with politics, rather than celebrating stories of real people using their voice to achieve extraordinary things.

Creative Idea: Bring democracy to life by creating a ‘What’s on your mind?’ campaign designed to engage Australians in the democratic process in a fun and entertaining way, and assist in shifting perceptions and building momentum in the lead up to the opening of MoAD.

Campaign: The public was asked to vote via a dedicated website for the social and cultural topic “most on their mind” and to nominate a high-profile Australians they would like to present it.

The campaign culminated in a national debate held at the new MoAD, which kicked off the museum’s opening weekend celebrations.

Outcome: Over 180 pieces of coverage generated nationally, with an audience reach of over 100 million. Coverage included several television pieces on the ABC, several pieces in The Australian, Sydney Morning Herald, and a number of lifestyle and travel publications