CITY OF MELBOURNE
To bring people into the city over the Summer and encourage them to engage with the cities retailers. Melbourne literally has something around every corner, every nook and cranny is filled with points of interest, restaurants, shops and things to do. So there is more than one reason to visit Melbourne, there’s 100’s.
We created a campaign that demonstrated the breath and experiences on offer. Melbourne is a city that is all about discovery. We created an integrated campaign using traditional, interactive and social media to create awareness and drive people into and around the city.
Organic Care didn’t have the shelf space, the marketing budgets or the brand recognition of the big players. But it does have one claim that it can own: the best environmental credentials of any supermarket shampoo. We developed a clear strategic direction for the brand. The resulting TV and print work was based on the positioning “Does your hair care?” It featured women whose hair was – quite literally – blinding them to the environment.
Spectacular – a 400% increase in store-on-store sales versus the non-campaign period. The base rate of sales in both Woolworths and Coles is 100% higher than pre-campaign figures. Off the back of this success the range has now been extended to include hand and body wash, taking this brand from a sleeper to a star performer in the company’s portfolio.
WESTERN STAR BUTTER