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
This morning, InterContinental Hotels Group team launched a new brand campaign for Holiday Inn, an integrated campaign with Ogilvy & Mather, Neo and Mindshare. The aim of the event was to bring to life the campaign’s tagline, “Little things, Big difference”. At Holiday Inn hotels and resorts, kids always eat and stay for free – just one of the little things they do to make a big difference to their guests.
The event saw Sydney’s Customs House Forecourt transformed into a huge kids’ playground complete with coloured building blocks, face painting, mini egg and spoon race tracks and of course, a free breakfast for all the kids. The event’s centrepiece was a giant six-metre tall egg sculpture, and everyone who had their picture taken with the egg and shared it with their social networks went into the running to win a family holiday at Holiday Inn Resort Phuket.
To top off the day, Olympic champion, Sally Pearson smashed the Guinness World Record for the fastest 100-metre egg and spoon race, captured live on Channel 9’s TODAY, who broadcast the morning’s weather crosses from the event.
The breakfast attracted hundreds of families and kids, resulting in a great vibe, strong vision opportunities for capturing video content, and very happy clients.
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)
In 2013, Ogilvy PR is holding a festival of creativity. It’s a festival that will celebrate the creativity of our amazing people in a fun and interactive way.
Building on 2012’s film competition, Ogilvid, SHO+ will open the business to individual forms of creativity. Whether it is through film making, writing, music or photography, each person will be tasked with creating something unique to them to showcase to the rest of the company.
At the end of each month we’ll showcase the submissions and the company will vote. All monthly winners will then be up for the grand prize in September.
We’re looking forward to sharing our stories with each other and discovering hidden talents.
And it can cut through debates that are otherwise characterised by complexity, confusion and rhetoric.
For the last few weeks, OgilvyEarth, our community and environment practice, has been delighted to host an exhibition of photographs documenting the challenge of climate change, here at Ogilvy House. They were taken by renowned Australian photographer Michael Hall and generated a huge amount of interest among Ogilvy’s clients, and the several hundred people who work here at Ogilvy House, where the exhibition was held.
The photographs are the result of a collaboration between Hall and the Climate Institute, Australia’s foremost climate thinktank. A near fatal cycling accident with a semi-trailer in 2007 and a life-changing period of recovery and reflection led Hall to start the project, capturing over 300 photographs from around the world, covering a range of issues affected by climate change. Hall was awarded the Climate Institute’s first Creative Fellowship in mid-2012.
OgilvyEarth is proud to be a Major Climate Partner of the Climate Institute.
And we are delighted that the Institute is pioneering new ways of communicating this issue to people.
Although Hall’s Fellowship has received seed funding, additional partners are needed to bring his work to life. For more information see www.climateinstitute.org.au.
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: Student technology competitions, such as the Imagine Cup, have traditionally appealed to a narrow audience. Howorth was challenged with taking the Imagine Cup to the masses. Mainstream media coverage that told stories for the everyday Australian which generated conversations, and told the Microsoft innovation story around four key event milestones: the local finals, the Road to Sydney, the 2012 World Wide Finals, and the APAC BizSpark Entrepreneur Summit.
Strategy: Howorth focused on strategic storytelling across broadcast and key national print media. To ensure understanding of the key messages, we brought the story to life using the student’s journey and their projects to showcase the innovative solutions they have devised to solve real-world issues, and positioning the students as tomorrow’s Bill Gates or innovators.
Results: Results included high impact and broad stories on the Imagine Cup. Telling the Imagine Cup story through broadcast outlets and the student projects helped us showcase the global nature of the competition and brought media on the journey. Out of the 75 unique pieces of coverage for the World Wide Finals, 72 clips mentioned Microsoft and were in-line with corporate key messages for the competition.
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!
Challenge: More than 18 months ago, Pulse Communications was tasked with building excitement and anticipation for the arrival of the world’s largest cruise line, Carnival Cruise Lines, a brand barely known in this market. The challenge was to whet the Aussie appetite for a very different style of cruising in a marketplace not only cynical about cruising, but which had also yet to experience the ship, Carnival Spirit.
To grab the attention of the nation, the Carnival Cruise Lines and Pulse teams understood they needed to make Aussies feel part of the new ship which meant bringing the “Aussie spirit” to Carnival Spirit. As Carnival Cruise Lines spent $15 million in upgrades ensuring Carnival Spirit was just right for this market, so Pulse Communications invited Australians to be part of the big changes being made.
Strategy: Playing on the theme of “Aussification”, Pulse engaged the country to help make Carnival Spirit their ship through a series of activities and events. A world record slip and slide attempt provided a thrilling way of finding a name for the steepest and fastest waterslide – created specifically with Australians in mind; Australia’s Barista of the Year was brought aboard to train the ship’s staff in how to create that perfect flat white, and Aussie kids competed to design the giant Power Drencher tipping bucket in the waterpark.
When Carnival Spirit sailed through Sydney’s Heads for the very first time on 17 October 2012, her Aussie Spirit was almost complete – now all she needed was the ultimate Australian welcome to bring her into her new Sydney home. Waving Aussie flags from Spirit’s top deck, hundreds of guests signaled Spirit’s arrival whilst aerial stills and vision coordinated by Pulse was picked up by the Sydney Morning Herald, Channel 7, 9 and 10 news, The Project, Sunrise and TODAY.
Once the ship docked at the Overseas Passenger Terminal, a press conference attended by AAP, News Limited, 2GB, 2UE and every commercial TV network, was held in Serenity – a huge child-free retreat with panoramic ocean views, and one of the major Aussification upgrades. Media could then sample the true extent of the Aussie upgrades including testing their adrenalin on Green Thunder, the steepest and fastest water slide at sea, and sampling a cool Aussie beer at one of the newly-subbed bar taps.
The blanket publicity that followed triggered the highest booking period in Carnival Cruise Lines Australia’s history. Jennifer Vandekreeke, Director Carnival Cruise Lines Australia said, “Public relations played an integral part in driving awareness and ultimately, consideration of Carnival Spirit as Australia’s newest holiday destination. Website visits, calls to the contact centre and bookings jumped following the extensive media coverage surrounding Spirit’s arrival, notably the three and a half minute segment on A Current Affair.”
Monday, October 22nd was CCL’s biggest booking day EVER
Net bookings versus the same day prior week were up 393%
Trade bookings up 606%
Direct bookings up 150%
Over 70 clips to date, with a reach of over 35 million
Total PR value of more than $1.5 million
Social media engagement up by 269%
Over 800 new Facebook page likes in 5 days
358 Twitter mentions