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

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