Australia LG Optimus launch

LG-Electronics, a worldwide design leader in mobile technology officially launched its addition to the Smartphone market in a warehouse in Alexandria on 6^th July 2010. Ogilvy PR’s Australia’s consumer public relations agency Pulse Communications worked with LG Electronics’ Mobile Marketing team to execute the launch of its Android handset, and to raise awareness of it latest Smartphone offering amongst Australian media and retailers.

The warehouse was transformed into five different spaces to encapsulate various features that the Optimus offers. Pulse Communications worked with Rizer Events to execute the launch.

The five rooms consisted of a tattoo parlour, featuring a girl being tattooed, this highlighted the phone’s Google Goggles App that can recognise logos and images. It then provides a Google search result based on the findings.

A comedy lounge highlighted the phone’s social networking capabilities as comedians performed and the guests Tweeted feedback and topic requests. The music room saw renowned guitarist Peter Northcote perform as guests were able to look up song lyrics with the Optimus handsets.

The party was attended by consumer, technology and lifestyle journalists, LG partners and employees. Media attendee highlights included The Sun Herald and In Style, Appliance Retailer, Madison and Rolling Stone.

In addition guests also had the chance to rub shoulders with the stars as Pulse Communications secured the attendance of a number of high profile celebrities including sports star Lauren Eagle.

Results of the campaign to date include: 32 product related reviews and a highly coveted social pages piece in a key metro publication. An ongoing review amplification program planned for August/September.

Avatar takes to the skies

Ogilvy PR’s consumer public relations agency Pulse Communications worked with Twentieth Century Fox in conjunction with Virgin Blue to help celebrate the launch of Avatar on Blu-ray and DVD and to ignite excitement around the country. Avatar, the highest grossing film of all time, became available nationally on Blu-ray and DVD on Thursday 29^th April.

The idea was to capture the hearts and minds of Avatar fans and to make them feel as if Avatar had spread across the country. With the parameters of only nine working days from the initial concept to execution, Pulse Communications was responsible for bringing the concept to life.

A large public relations stunt was created utilising an Avatar inspired Virgin Blue Boeing 737, 20 Nova competition winners and current and former NRL bulldogs players. The lucky competition winners and Bulldog players were expertly airbrushed into the Na’vi people, complete with wigs and ear pieces, and sent on the trip of a lifetime to be a part of the biggest DVD launch in the country.

The Virgin Plane flew from Brisbane to Sydney airport to be met by four models that had been completely transformed from head to toe into Na’Vi. The four Na’Vi models posing outside the Avatar inspired plane, and inside the cockpit resulted in a fantastic photo which generated huge media attention.

The resulting media coverage reached an audience of over 25 million and created a return on investment of 20:1. Highlights included The Daily Telegraph and Sydney Morning Herald Online, mX Sydney, Gold Coast Bulletin confidential, Channel 10, Fox Sports News and Nova FM.

The success of the public relations campaign was only further reinforced as AVATAR shattered industry records delivering the biggest “day one” DVD and Blu-ray sales results of any film in Australia, announced today by Twentieth Century Fox Home Entertainment (TCFHE).  In just one day, TCFHE sold 360,000 combined units of AVATAR (DVD and Blu-ray) – beating all “week one” release records.

Pulse to race ahead with Matt Buchanan

Ogilvy PR Australia has brought ex-pat Matt Buchanan back to Sydney to take up the reins at consumer agency Pulse Communications. Matt returns to Australia after a 12-year stint in the UK, having held senior roles at The Red Consultancy, Lexis Public Relations and the Bell Pottinger Group.

Most recently heading up the consumer brands division at The Red Consultancy in London, Matt begins work at Pulse from September 6.  He replaces outgoing Managing Director, Samantha Allen, who has been promoted within Ogilvy PR Worldwide to lead the agency’s Global Consumer Marketing practice from New York.

Ogilvy PR Australia’s Managing Director, John Studdert said: “Matt’s track record speaks for itself – he’s led award-winning UK and global work for some of the world’s biggest brands and has successfully grown his 40-strong division despite the tough economic times.  His creative flair and deep sector expertise will begin delivering immediately for Pulse’s clients, and we know he’ll contribute to our wider success story within the Australian market.”

Pulse is one of Asia Pacific’s most awarded and successful consumer PR agencies with a client base that includes LG Electronics, Tourism Australia, Fosters CUB, Rolls Royce, Ford and Unilever.

Taking over the 20 plus strong team, Matt will bring a wide-ranging sectoral perspective to the business, with experience ranging from Pfizer to Samsung, Virgin Money and Coca-Cola.

Having led strategic and creative thinking for brands like eBay, Gumtree and MySpace, he will also work closely with Ogilvy PR’s worldwide 360˚ Digital Influence group, developing bespoke campaigns and providing senior counsel for clients. Matt has a bachelor’s degree from RMIT University, and began his career at Hill & Knowlton and Porter Novelli in Australia.

He commented: “During my time in the UK, I’ve worked with, and learnt from, some of the best people in the industry. The chance to return home to Australia and take up this exciting role at Pulse was an opportunity too good to resist.  I’m looking forward to building the Pulse brand even further and working with the great team and the other companies within the Ogilvy PR and STW Group to deliver creative excellence for our clients.”

Pulse was awarded the Best New Consultancy in 2004 (Asia Pacific PR Awards), Campaign of the Year (2008 Asia Pacific PR Awards), and has gone on to win over 50 Australian and global awards including the top honour for all WPP-owned PR agencies worldwide.

Ogilvy PR Australia is a joint venture between Ogilvy PR Worldwide and STW Group, Australia’s leading marketing content and communications services group.

Tongues and Tails wagging at Beneful Bark in the Park

Within the hectic pace of modern life, pet owners are challenged when it comes to spending quality time with their pet. This was the key insight to come from the BENEFUL Fetching Time Report, a research report that coincided with the third annual BENEFUL Bark in the Park event being hosted around the country. Ogilvy PR’s consumer public relations agency Pulse Communications worked with Purina Pet Care again in 2010 to conduct the research and promote the Bark in the Park events taking place in key states. BENEFUL Bark in the Park is a free day out for dog owners and their furry friends, and provides fun complimentary activities and an easy way to spend more quality time with your pet.

The findings of the BENEFUL Fetching Time Report only highlight that pet dogs are quickly becoming more than just an animal in the eyes of dog-loving Aussies. Perhaps quite surprisingly, findings show that double the amount of male respondents (11%), compared to female respondents (5%), say that they consider their dog as a good friend. In contrast, mums’ definitely the word for female Aussie dog owners, as almost double the number of women (5%), compared to men (3%) are adding to their brood with a child of the paw variety, saying they consider their dog as a child.

“As the research indicates, dogs are increasingly considered as more than just a pet. The BENEFUL Bark in the Park™ events provide the perfect bonding opportunity for dog owners and their dogs” comments Nicole Battistessa, Head of Marketing, Purina.

The 2010 campaign was launched in Melbourne on Saturday 20 February, followed successfully by Sydney on Saturday 13 March, and ended with the inaugural Brisbane event on Saturday 27 March. Over 14,000 dogs and their owners enjoyed their quality time together at the three events, partaking in complimentary activities such as dog washing and grooming at the Healthy Radiance tent, free BENEFUL samples, and free expert advice from dog behaviourist Jo Righetti. Most popular was the free caricature of dogs and their owners, which saw the line snaking through the crowd.

A combined PR effort from public relations agency Pulse Communications saw coverage reach over 25 million people, with highlights including the cover of the Daily Telegraph’s Best Weekend Lift out, Channel 9 and 7 news bulletins, and photo stories in metro magazine mX in both Sydney and Brisbane. A case study created extra interest in the findings of the Beneful Fetching Time Report and received coverage in The Courier Mail, in itself reaching over 400,000 Australians.

Public relations agency Pulse Communications found that 99% of messaging included a reference to the BENEFUL Bark in the Park event, and 96% of messaging included the BENEFUL brand reference. With an initial KPI of 55, Pulse secured 77 pieces of coverage, with further pieces still pending publication.

Ogilvy PR Named Agency of the Year

Ogilvy PR has been named 2009 Large Agency of the Year at one of the industry’s top award shows, the PRNews Platinum PR Awards.  This award evaluates agencies against four key criteria: business development, people, network initiatives and cohesion, and external thought leadership.

The agency was recognised for its strong performance in a tough economy, impressive new business wins across multiple markets and innovative and award-winning work for clients. This accolade follows on the heels of an impressive year of recognitions for the firm including being named Large Agency of the Year by The Holmes Report and PRWeek’s Editor’s Choice “Agency to Watch”.

In addition to the global Award, Howorth’s campaign for Livewire received highly commended.  Howorth was engaged under a part-paid, part-pro bono contract to officially launch and drive awareness for Livewire, a new online and social network for young Australians aged between 10 and 21 currently living with a serious illness, chronic health condition or disability.

Pulse Communications also received highly commended for Museum of Australian Democracy at Old Parliament House.  Pulse succeeded in generating national awareness and excitement around OPH and shifted Australians perceptions.  Pulse secured over 160 pieces of positive media coverage between February and May.

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.

Pulse hoses down competition and wins “Creme de la Crème” in international WPP award

Pulse Communications and BlueScope Steel have received international recognition, after being awarded the prestigious “Creme de la Crème” award and ‘Best Consumer Public Relations Campaign’ for the Tank a Day Challenge in the WPP – WPPed Cream Awards.

This achievement makes the BlueScope Tank a Day Challenge the most awarded consumer marketing PR campaign in Australia, bringing the total number of award wins to ten!

The WPPed Cream Awards recognise the very best work produced by WPP companies globally, across all its marketing disciplines.

Campaign winners are those which have already garnered awards at the best shows in the world, and participation is invite only.

Conceived by Pulse Communications in 2007, the BlueScope Tank a Day Challenge aims to kick-start primary schools’ water conservation programs by giving away a 27,000 litre rainwater tank, every school day of the year.

The campaign was based around the creative insight that part of the wider solution in tackling Australia’s water problem is to inspire sustainability through the younger generation.

The Tank a Day Challenge had a strong educational component, designed to empower the next generation with the message that they too, can help Australia manage water better.

The campaign has also helped to increase BlueScope’s corporate reputation ranking – which has jumped

from 10^th place (in 2008) to 8^th place (in 2009) in AMR’s analysis of Australia’s top 50 companies.

To date, over one third (33%) of all Australian primary schools have taken up the Tank a Day Challenge and well over half a million students have completed the online educational water saving quiz.

Samantha Allen, Managing Director of Pulse Communications said, “We are incredibly proud of the success of the Tank a Day Challenge and the nine global and national awards we have achieved to date. The BlueScope campaign demonstrates how PR can significantly assist in building corporate reputation in a measurable and meaningful way.”

Examples of work from the BlueScope Tank a day Challenge will be published in the WPPED Cream book and appear on the WPP website, which showcases the Group’s talents.

To find out more about the BlueScope Tank a Day Challenge visit: www.tankaday.com.au.

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