The work behind the work part two: an insight into the industry’s top campaigns

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The work behind the work part two: an insight into the industry’s top campaigns

Friday, 10 March 2017

From a new evolution of the human body to provoking thoughts around gender equality, there’s something the country’s most impressive recent campaigns have in common: they’ve genuinely connected with people and even changed behaviour in some instances.

We’ll be exploring the below three key campaigns at our upcoming AMG ‘The Work Behind the Work’ event in Melbourne. Here’s an insight into why they’ve captured not just the industry, but the nation too:

‘Graham’, by Clemenger BBDO Melbourne for the Transport Accident Commission

GrahamIn a shift from its traditional road safety campaigns, Clemenger BBDO’s campaign saw the TAC collaborate with a leading trauma surgeon, a crash investigation expert and a world-renowned Melbourne artist to produce ‘Graham’.

Graham, an interactive lifelike sculpture, was designed with bodily features that might be present in humans if they had evolved to withstand the forces involved in crashes. Studies have shown that the human body can only cope with impacts at speeds people can reach on their own, unassisted by vehicles - yet people find it hard to believe that in the cocoon of their cars.

Within hours of being introduced to the world at the State Library of Victoria, Graham had captured the public’s imagination. In an Australian first, exhibition visitors were able to use Google Tango, the latest in immersive augmented reality technology, to look beneath Graham’s skin and better understand how his unique features would work to cushion him from serious injury in a crash.

Graham was one of the top-trending stories on Twitter and Facebook over his first weekend and made headlines in media outlets such as the New York Times, London’s Daily Mail, the Washington Post, BBC, CNN, India Today and Al Jazeera. Less than a week after Graham’s reveal, the 'Meet Graham' website had attracted more than 10.4 million page views from across the globe and some of Australia’s biggest news websites reported unprecedented traffic as the world scrambled to learn more about him.

'Tailor Made Store', by BWM Dentsu Melbourne for Chadstone

Tailor made storeIn partnership with production company Will O'Rourke, BWM Dentsu launched the ‘Tailor Made Store’ to create a truly unique experience for visitors to Chadstone, the largest shopping centre in the Southern Hemisphere. Powered by a special algorithm as well as a team of expert stylists, the store invited shoppers to interact with it, adapting in real time to offer a tailored experience for each person. On launch day more than 100,000 people visited the centre.

The ‘Tailor Made Store’ was part of a wider repositioning platform encompassing a multitude of media touch points including digital, OOH, press, radio, social, in-centre and PR.

Tanya Lunardon, marketing director for Chadstone Shopping Centre, told Campaign Brief that the innovatively executed campaign was a creative way to demonstrate Chadstone's breadth, showing people first-hand how they could have a distinct and personalised experience with every visit.

She said: "Chadstone attracts more than 20 million customers per year and is continually evolving to meet these customer's needs…. We are opening up the night time economy with after-hours cinemas, elevated dining options and events, continuing our 34-hour Christmas shopping marathon, and will host the Southern Hemisphere's only Legoland Discovery Centre.”

‘Pocket Money’, by Whybin\TBWA Group Melbourne for ANZ

Pocket MoneyTo coincide with International Women's Day 2016, ANZ, via Whybin\TBWA Group Melbourne, launched a social case study highlighting the gender pay gap by filming the reactions of brothers and sisters doing the same chores but not receiving equal payment.
The ‘Pocket Money’ video series posed the question: "How would our daughters feel if we paid them less than our sons for chores around the house?"

The campaign received not just media headlines but was awarded Asia-Pacific's only Gold PR Lion at Cannes last year. The campaign also won a Bronze Lion. The online videos were viewed over 16,000 times with the hashtag #equalfuture used over 27,000 times alongside thousands of likes, shares and comments. The brand saw a 300% increase in its perception as 'understands the unique needs of women', and experienced a 9.83% growth in total female customer numbers versus growth for the category of just 1.38%.

The bank’s managing director for products and marketing, Matt Boss, told Mumbrella last year that the partnership with Whybin/TBWA was crucial to the success of the bank. In the same article, Louise Eyres, ANZ’s group general manager of marketing added that the bank’s Women’s Agenda was part of multi-year programs that have been “creatively strengthened as platforms that we firmly believe in as a business”.

Hear more from these agencies at the AMG’s ‘The Work Behind the Work’ in Melbourne on Thursday March 16. Places are limited - book here.