2007 AWARD WINNER
MEDIA / ENTERTAINMENT / TRAVEL & LEISURE
CAMPAIGN - My Brilliant Adventure
AGENCY - kwp! Advertising
CLIENT - South Australian Tourism Commission (SATC)
SPONSORED BY
OBJECTIVES
With the South Australian Tourism
Commission (SATC) under the belief
that traditional advertising didn’t work
for its product, kwp! had to come up
with something different.
Research showed South Australia
needed to position itself as an
attractive destination to “activity
seekers”. kwp! found “activity
seekers” were typically in their 20s,
enjoyed vacations with some physical
action and lived mainly in Sydney and
Melbourne. However, they knew or
cared little about SA.
From this group, kwp! determined
Melbourne was an easier sell due to
higher awareness of SA and the fact
it’s more accessible by plane, train or
road than Sydney.
South Australia’s positioning, “A
Brilliant Blend”, fit well, but kwp! had
to engage Melbourne “activity
seekers” via deep levels of dialogue
that challenged perceptions of SA.
A formative insight for the
campaign was “activity seekers”
know how to control the media they
consume - they personalise it, they
have what they want, when they
want. And so, “My Brilliant Adventure”
was born.
CAMPAIGN
My Brilliant Adventure (MBA) granted
four lucky Melburnians a two-week,
VIP trip, exposing them to everything
that is great about SA. Entry for MBA
was via a 60-second film detailing
why “you and your three friends need
a brilliant adventure”. The MBA
competition was advertised in
Melbourne-based media, The Beat
and MX, as well as through radio live
reads and online.
A cameraman and media host
accompanied the winners on their SA
trip, during which the four winners
competed for a $10,000 prize. The
competitors had to submit a daily
blog/diary and 60-second movie,
based on their day’s adventure. They
were also set daily challenges, which
were posted on a dedicated MBA
website for the public to vote on.
Based on “activity seeker” reach
potential and compatibility, Austereo’s
Hamish & Andy duo was determined
the best primary media partner. It
was then negotiated that Andy’s
sister Alex would come on the trip
and be the link between MBA and
Hamish & Andy, via daily live crosses.
Austereo claims these extended
and interactive live crosses were a
first, as was the fact MBA
participants would pre-record 30-
second spots each night and
dispatch them at 10pm to be
on-air at 7am, the next morning - for
two weeks.
For further reach, the four
competitors took turns for a live
cross with Akmal on Nova and ads in
MX were updated daily.
The “live” aspect of all media was
integral to the strategy’s execution.
People had to feel compelled to log
on, vote, be exposed to and interact
with the “Brilliant Blend of SA”.
RESULTS
During the 14 days of the campaign,
the MBA website attracted 10,064
unique visitors, with an average
seven to eight minutes per visit. The
daily videos were viewed 156,605
times, and page views reached
128,947.
The campaign was considered
a success as interest was largely
sustained over the 14 days.
Most unique visitors returned
multiple times.
Of those who recalled the
campaign: 73% agreed “There is a
lot more to SA as a holiday
destination than meets the eye
(pre-campaign 55%); 70% agreed
“SA’s natural and unspoilt environment
is one of its most appealing
features” (pre-campaign 47%); 72%
agreed “SA has a wide diversity of
things to see and do (pre-campaign
51%); and, 74% agreed “SA’s
coasts and rivers are varied and
unspoilt, offering many diverse
experiences and activities” (precampaign
52%).
JUDGE’S COMMENTS
The judges felt the entry not only
answered the brief, but the agency’s
involvement and value-add was
evident throughout, from idea through
to execution.
|
