Case StudiesBackward Forward
Scratch-ItsLive The Rockstar Life
After recognising that their existing ‘Live For Life’ ticket was popular amongst a younger segment than standard games, Scratch-Its wanted to take advantage of this new segment and actively target the youth market.
"On the back of this campaign, the client believes digital and integrated activity will underpin all Live the Life advertising moving forward. This is a remarkable shift in attitude given their scepticism about the effectiveness of digital."
After recognising that their existing ‘Live For Life’ ticket was popular amongst a younger segment than standard games, Scratch-Its wanted to take advantage of this new segment and actively target the youth market.
Without experience talking to this younger segment Tatt’s partnered with Ignite Media Brands and channel partners MTV to engage this audience.
A new ‘Live the Life’ ticket was launched to better target younger players. The updated ticket gave winners the chance to receive $5k every month for 10 years and a series of money-cant-buy 2nd chance prizes.
Few brands resonate with youth like MTV, and Ignite leveraged this credibility through a unique campaign that few other brands could bring to life: ‘Live the Rock-Star Life’ with MTV! The idea was to harness the MTV audiences’ passion for music and celebrating amazing experiences with friends.
To do this, MTV created bespoke content with MTV-VJ Keiynan showcasing how viewers at home could ‘Live their own Rock Star Life’ each month.
In order to speak to a younger audience and target Tatt’s different gaming states, Ignite built the campaign around the MTV digital platform. At the time this was seen as a risky strategy by Tatts as they had never advertised online, and questioned its effectiveness.
The content, banners, and editorial pieces created a series of co-branded assets that ensured credibility wherever they were seen. The content and eClub sign up was housed within a branded hub on the MTV site, allowing users to interact with the Scratch-Its offering on their own terms.
To maximise reach, these assets played across MTV and Ignite digital platforms, including .FOX, in the form of online pre-rolls, video overlays & streaming MRECs.
The campaign was also amplified and seeded through MTV’s influential social network.
After 4 weeks the campaign had reached 4.2million unique Australians, with over 622,000 people interacting with the Live the Life – Scratch-Its hub.
On average 3,200 people visited the hub daily throughout the campaign and the ‘Live the Rock-Star Life’ video content was viewed over 500,000 times.
Ignite allowed Tatts to successfully speak to a youth audience for the first time. This saw a shift in the targets buying behavior, leading to an increase in sales and brand relevancy.
Tatt’s gained a significant increase in players form the key target demo i.e. people under 30, and had a massive 75% increase in Scratch eClub registrations.
"I wish your Ignite team could have seen the sheer excitement that this client expressed yesterday. Safe to say they were ecstatic. We are also very pleased with the amazing implementation and results of this campaign."
Due to the huge success Tatts are now looking to partner with Ignite and MTV again to create bespoke ‘Live The Life’ ticket Offers.
MINIMINI Coupe and Roadster FX Launch
February 27 saw FX and MINI launch with a bang at the glamorous Swifs Mansion in Darling Point!
For the launch of the new Coupe and Roadster models, MINI were seeking a campaign strategy which reflected the excitement and anticipation building around the new vehicles.
What could be more ideal than tapping into the buzz, energy and momentum surrounding the biggest channel launch of 2012? In February 2012, Ignite Media Brands did exactly that – launching the highly anticipated FX channel in collaboration with the new MINI Coupe and Roadster, with a multiplying effect on awareness, excitement and brand affinity.
FX and MINI were each seeking to engage an audience aged 25-54 with their launch news, and both recognised their brands would resonate highly among males. With shared attitudes and values such as a love of quality and a desire to look good, the MINI and FX launch partnership collaboration was a natural fit and allowed for a multi-dimensional campaign strategy.
Launch Event PR & Social Media
February 27 saw FX and MINI launch with a bang at the glamorous Swifs Mansion in Darling Point! 300 celebrities, media personalities and high profile guests witnessed Hollywood heart-throb and FX star Jason Priestley arrive in style behind the wheel of a MINI Coupe.
Guests at the launch event had their photos taken in front of a green screen in the MINI-branded photo booth before selecting a back-drop from hit FX shows such as ‘The Walking Dead’. These photos were directly linked to social media platforms, allowing guests to share their experience and take the co-branded MINI & FX communication platform viral.
A 30 second spot was produced from footage filmed at the launch party, highlighting MINI’s association with the event and featuring shots of Jason Priestly arriving in a MINI. This spot played across the channel and was also hosted on the FX website.
MINI’s communications platform – ‘Another Day. Another Adventure.’ – is centered around injecting excitement into daily life. As such, the FX campaign focused on showcasing the new Coupe and Roadster in urban environments: in city streets not normally seen on the small or silver screens; showcasing vibrant, energetic and open-minded places to be.
Fox International Channels produced two integrated ‘Day in the Life’ promo spots featuring FX marquee program references, invoking all the FX-style drama and excitement that a driver can expect to feel behind the wheel of a new MINI Coupe or Roadster.
Using graphic overlays from FX-owned programming such as ‘The Walking Dead’, and ‘Justified’, these partnership promo spots seamlessly integrated the channel’s content with MINI’s communications platform.
These promos were placed across the highest performing shows on FX, showcasing the high quality, integrated creative while maximizing the reach to MINI’s target audience.
The 10 week channel partnership also allowed MINI exclusive sponsorship entitlements and access to FX’s marquee launch program : ‘The Walking Dead’, which shattered all historical ratings records for basic cable in the United States and continues to be a top performer on FX.
MINI programming content
Finally, partner channel National Geographic scheduled the Australian premiere of ‘Megafactories MINI’, a one hour documentary exploring the Mini Coupe factory with unprecedented access for viewers.
The FX & MINI campaign demonstrates the power of a collaborative launch strategy to extract maximum value and deliver a strong and premium presence for both brands during the campaign.
Nissan X-Trail embodies the spirit of adventure in all of their communication.
"A true partnership was developed with Ignite Media Brands to effectively reach the Nissan X-Trail consumer with maximum impact and engagement."
After this call to action, social media played a big part in maximising interest and engaging the audience.
Compelling entry videos from each category could be viewed on the competition site and the winning Nat Geo Adventurers were ultimately chosen.
Nissan X-TRAIL became the centre of the story as the winners racked up plenty of footage and kilometres, creating great content for Nat Geo channels and the website, with a little help from the Nat Geo crew.
At Ignite, it was clear to us that the Nat Geo Adventure brand was a perfect fit and had the multi platform performance to deliver a truly integrated advertising experience for the Nissan X-TRAIL brand.
To bring this passion for adventure to life, Ignite worked with Carat and the National Geographic team to create the big idea… the search for Nissan X-TRAIL Nat Geo Adventurers.
The campaign began online, on air & in print with a call to action targeting adventurous people from three categories; a family, a double act and someone extreme! The winners to go on an adventure which is filmed and used in a series of fun and relevant branded content pieces featuring the adventurers and the Nissan X-TRAIL on National Geographic’s channels and beyond.
The potential Adventurers had to upload a video to the custom built site and show National Geographic why they should be the chosen ones.
The trips were an amazing experience for the winners, with each group producing a quality mini documentary. Real life talent genuinely and confidently endorsed the vehicle, capturing the essence of the brand an1d the channel.
Nat Geo Adventures created a call to action spot to drive entries to the Nissan X-TRAIL competition. There were three spots made aiming at different demographics, there was a spot searching for families, a double act and someone extreme.
MicrosoftWindows 7 Campaign
When Microsoft Windows 7 hit the market, Universal McCann came to Ignite to provide an innovative approach for communicating to the youth demographic.
"Ignite Media Brands helped bring the idea to life in a relevant scenario using their network of talent and production capabilities."
Our brief was to produce some complimentary creative that clearly explains the product features in a way that appeals to young people. IGNITE enlisted the assistance of MTV Brand Solutions and MTVVJ Erin McNaught.
Confident with MTV’s expertise in communicating to their audience, we were able to push the boundaries and deliver a creative treatment that was a little ‘non traditional’ for a brand such as Microsoft.
In collaboration, Microsoft and Universal McCann embraced a tongue-in- cheek concept that featured Erin ‘Speed Dating’ with a group of unlikely lads. Erin is unimpressed by the off-putting characteristics of the guys on offer, until an eligible PC with Windows 7 shows up and impresses her with his “special features”.
The concept used humour as a way to engage the MTV audience, opening up the perfect platform to explain and demonstrate the product in an entertaining way.
The response was so positive that the misadventures of Erin, her guy pals and their new friend the Windows 7 PC, were further explored in an additional two spots.This created a mini Windows 7 campaign to run on the portfolio of MTV on-air and on-line channels.
Emily McInerny from Universal McCann summed up the collaboration. “We wanted to deliver an engaging piece of custom content highlighting the Windows 7 features to a youth audience. Ignite Media Brands helped bring the idea to life in a relevant scenario using their network of talent and production capabilities. Overall, we were impressed with the outcome and have since used Ignite Media Brands to deliver another custom execution in a subsequent campaign”.
Twentieth Century FoxRio FMC Takeover
Twentieth Century Fox wanted to position Rio as a fun-filled, comedy adventure that could be enjoyed by the whole family.
"Delivering innovative media solutions that allow us to integrate our content seamlessly with station assets is what sets ignite apart."
“We look for opportunities that take our campaigns beyond the standard spot schedule and Ignite Media Brands gave us the flexibility to bring a new range of characters to life on screen in a fun and engaging way” says Renee Funnell, Account Director at Zenith Optimedia.
Ignite designed a campaign that brought Rio to FMC, ‘taking over’ the channel with colourful characters and music from the movie.
A customised week of 7 movies at 7pm and the ‘Super Wicked Party Animals Adventure Week’ provided the sponsorship anchor with billboards and an integrated pre-promote.
channels and the website, with a little help from the Nat Geo crew.
A 15” channel ID spot and a 5” blipvert gave the audience a quick snippet of the hilarious characters as they danced their way through the channel line up and interacted with the FMC logo.
Played in high frequency across the channel these spots tied together all of the creative elements and acted as a constant, yet unobtrusive reminder of the film’s release. To drive additional content FMC placed credit squeezes across relevant movie titles and created a Sneak Peak that sat in the EPG.
Reassuring parents that their kids will enjoy the cinema experience is an important step in the decision-making process for families and The Movie Network’s Family Movie Channel (FMC) provided the perfect platform to reach a dual audience.
The ability to integrate with station assets and provide the audience with additional content, was critical to becoming the number one family film over the Easter school holidays.
The 5 min Sneak Peak, hosted by Penne Dennison, featured clips from the film, interviews with the actors and behind the scenes look at the creation of the music in the film.The Sneak Peak provided measurable content for Rio and proved that viewers were actively seeking out more information on the film.Taking Rio to FMC was a fun and natural fit for both the channel and the film and ensured the integration would also be enjoyed by our viewers.
Sony EricssonBlogger Search
To promote their Xperia™ range of products, Sony Ericsson sought to create an experience that engages consumers with the Sony Ericsson brand.
"The Ignite team has worked tirelessly to connect our brand with their audience across the network, going above and beyond to deliver the campaign objectives set."
Three months and seventy-seven extremely competitive entries later, four very talented Aussie bloggers were finally chosen. Ben Adams (music blogger), Mathew Whitehead (film blogger), Carla Efstratiou (fashion blogger) and Olga Titarenko (gadget blogger).
The winners received exclusive access to VIP parties, special events, a cash prize, on air segments on MTV and the chance to launch their careers in the blogosphere.
The multi-platform campaign, developed by MEC and Ignite Media Brands in collaboration with MTV’s Brand Solutions team and Sony Ericsson, is running across MTV, The Movie Network, TV1 and SciFi channels as well as Ignite’s digital portfolio of sites.
Youth are confident with big city attitudes and like to be at the forefront of style and technology.
They are image conscience and seek to be ever connected with their friends. Sony Ericsson wanted to create a campaign that would stand out in a cluttered market, drive traffic to sonyericsson.com and talk to opinion leaders with mainstream youth following.
Our solution was to create the Sony Ericsson Blogger search campaign, where four talented young Australians are chosen to become the official Sony Ericsson bloggers, creating content in the areas of film, fashion, music and technology. Their content will then be featured on STV and online and through social networking.
The Sony Ericsson blogger search began with a call to action campaign targeting opinion leaders who build their live s around their passions such as music, fashion, film and technology.
Ignite Media Brands worked closely with the MTV Brand Solutions team to develop the idea of taking the VIP experience of the MTV Snow Jam event on the road during the northern hemisphere Winter.
"Japan Jam was a huge success and one of our best integrated properties to date, linking all of our key brand pillars with seamless delivery."
Following the success of Jagermeister’s sponsorship of the annual event MTV Snow Jam held in Australia and New Zealand, Ignite Media Brands further developed the idea, taking the VIP experience to the northern hemisphere winter...and so Japan Jam was born. The would allow Jagermeister to leverage new on-air, on-line and consumer competition initiatives during the opposite end of the year.
Additional partners Hilton Hotels and STA Travel came on board and the destination was set – the new Hilton Resort in Niseko via Tokyo. A mixed crew of celebs, musicians and pro snowboarders embarked on an action packed tour that included aTokyo press reception,VIP party in Tokyo, welcome party at Niseko, a major pro snowboarding contest and grand finale concert featuring Aussie electro alternative rockers Art vs. Science who performed to an audience of 1000 screaming fans.
Ignite developed an industry leading media plan around the pre and post promotion of the tour for Jagermeister. This included several two-minute doco style content pieces and traditional 30 second spots to deliver campaign reach and frequency. Additional four-minute content pieces with completely new story lines were produced and developed specifically for online consumption driving further engagement with the Jagermeister brand. Jagermeister further leveraged this via an on-pack retail consumer promotion which became one of their most successful consumer promotions to date.
The horrible earthquake and tsunami devastated Japan only two weeks after the tour and only days before the content was scheduled to be released. Jagermeister worked with Ignite and MTV to ensure that the campaign was delivered to market in an appropriate way. It tied back to MTV’s International efforts to support the Japanese Red Cross Appeal and help to drive aid to Japan in its time of recovery.
StyleTread approached Ignite Media Brands to assist in developing and delivering a media strategy that would target a young, fashion conscious and internet-savvy market.
"Ignite impressed us with its team of skilled professionals in various creative disciplines. They delivered a great TVC within time and budget plus trackable online results."
StyleTread launched in 2010 with bold ambitions - to be Australia’s premier internet shoe retailer, providing superior customer service and the largest range of shoes of any online retailer based in Australia.
StyleTread delivers the most sought after styles from a large range of Australian and select international designers with fast, free delivery and a 100-day free return policy.
StyleTread approached Ignite Media Brands to assist in developing and delivering a media strategy that would target a young, fashion conscious and internet-savvy market. To deliver these messages, the first thing we set about creating was a TVC.This encapsulated the key messages of the StyleTread brand in a visually engaging and informative way.
We then set about finding the best possible programming environment and association. A stylish brand deserved a stylish program.The Australian Premier of MTV Style was the perfect match. MTV Style is a new series devoted to fashion, style and music, hosted by MTV’s very own style queen, Ruby Rose. It is about the ever-increasing role that fashion and style play in the lives of young Australians and the strong relationship has with music and musicians. More than just a sponsorship of the program, MTV were able to provide StyleTread with relevant in-program integration. Some of the high profile celebrities were able to share tips and stories about famous footwear.
The program sponsorship was extended and supported online at mtv.com.au.To ensure effective reach & frequency, a number of other channels in the Ignite portfolio such as TV1, Sci Fi & National Geographic aired the campaign.The TVC is also airing on free-to-air channels.
HuggiesAnnie and Archie
Annie and Archie Almost first came to life in 2010, starring in a series of three TVC’s created by Mindshare and Nick Jr. for Huggies Pull-Ups.
"Our strategic direction for Huggies Pull-ups is to Champion learning for both mum and child in a relaxed way."
Annie and Archie aimed to create long term on air and online engagement between the viewer and the brand through bespoke animated TVCs. The 30” and 45’’ spots aimed to engage kids and their parents with the lively characters that kids could relate to, while providing coaching on the transition into potty training using Huggies Pull-Ups Training Pants.
In 2011, Huggies Pull-Ups signed on to further develop these TVC’s, featuring the now popular Annie and Archie, by integrating with their well- established Potty Time brand creative. The campaign aims to teach kids and their parents simple steps to help make toilet training easier and fun! Parents were delighted in their kids being given a helping hand in the journey of toilet training without interrupting the entertainment of Nick Jr. programming.
In coming weeks, these on-air spots will also begin directing viewers to download the new Huggies Pull-Ups/Nick Jr. iPhone game application featuring Annie and Archie which is due for release.The app encourages users to navigate through a series of mazes to reach the potty and provides Huggies Pull-Ups with the chance to educate, communicate and entertain the entire family, as pre-schoolers often need the assistance of a parent to navigate online and often to play the game itself.
Nick will play a key part in driving awareness and downloads of the app via an on air and online campaign.
Samantha Jang, Mindshare:The process of toilet training can be both daunting and unpredictable. Our strategic direction for Huggies Pull-Ups is to champion learning for both mum and child in a relaxed way. Our aim is to educate mum and child about toilet training but also show how Huggies Pull-Ups can be an integral part of the process. The Annie and Archie characters helped us bring this element of the strategy to life in a way that was not only engaging to kids but educational for both mum and child. The application only further helps to add utility that drives engagement.