SIXT Car Rental put in five Wi-Fi networks at Hamburg airport to promote their car rental specials. They made headlines from the Wi-Fi network names like 'Stop Surfing. Start Driving! The SIXT airport special: A BMW 3-Series from 159 Euros!'; then, when the user clicks on the network, a special SIXT microsite pops up promoting the offer and displaying an airport location plan that shows the user exactly where SIXT is in relation to their current position.

 

This idea is inspired! A simple and affordable way of communicating a marketing message using guerilla marketing. It was also brilliantly targeted. Their target audience was professionals and they are the people most likely to be accessing Wi-Fi networks at the airport.

‘Say it with your eyes’ is a microsite www.wearlenses.com.au and online campaign developed for CIBA Vision, a global leader in the research, development and manufacturing of contact lenses and lens care products.

Our approach Bullseye was asked to work with the tagline ‘Say it with your eyes’, and create a website and viral campaign that was innovative and required a social media application. This site had print media and heavy point of sale materials supporting it. The site launched in October 2009, and it targets 16 – 19 year old girls who want to, or already do, wear contact lenses. It houses information about contact lenses, as well as an application that connects visitors with Facebook (a popular social networking site for this demographic). This allows the user and their friends to upload and share photos of each other and see what they ‘Say with your eyes’. There were several key objectives incorporated into the site’s production:

1. Downloadable trial vouchers
2. CIBA Vision branding
3. Viral spread of the Facebook application
4. Information about lenses
5. User redemption of unique codes

Results Within the first two weeks there were over 1000 hits and Bullseye went on to rank in the 2009 Top 40 BestAds Australian Agency Rankings as a result of the work done on the CIBA Vision project.

Lilydale Free Range Chicken has become one of Australia’s leading brands of free range poultry products. Farming now extends to areas well beyond the Yarra Valley, to include the Barossa Valley in South Australia and the Hunter Valley region in New South Wales.

Objective Bullseye was engaged by Lilydale to create a new benchmark in chicken websites, portraying Lilydale as superior to its competitors in the digital space and cementing the brand’s positioning as a market leader.

Our approach Our brief was to design and develop a website that is consistent with the Lilydale brand creating an engaging, informative online experience. The website supports loyal consumers and new consumers in their decision to purchase Lilydale Free Range Chicken. Bullseye also worked with Lilydale to bring to life natural brand elements through use of known brand cues such as the green colour palette, grass and farm imagery, healthy recipes, health and nutrition and free range farming information. The aim of the website was to create a resource that could be used by people who were searching for information relating to free range chicken and health and nutrition, whilst also supporting their brand loyalty by providing delicious recipes to partner the Lilydale products. The recipes are presented both in written and video format to further enhance the online experience. 

The results Since launching in December the site has had over 3,200 visitors. The main driver to the website is on pack promotion of the URL and also organic searches. 44% of people come from search, 34% direct and 22% from referring websites. While on the website visitors are engaged viewing on average 4 pages and spending over 3 minutes per session. The content management system is completely managed by Lilydale and they are now able to create and handle small promotions through the website themselves which has also contributed to website traffic.

Links: www.freerangechicken.com.au

Morphy Richards is a well known UK brand that has experienced growth in Australia over the last 2 years. The 'Tea and Toast' concept takes a typically British tradition that is loved around the world and 'Australianises' it by asking  the participant which Australian they would most like to have Tea and Toast with.

Objective

The Tea and Toast campaign targeted Australian women aged 28 to 50. As a 'top shelf' home appliance name Morphy Richards aimed to target high income consumers from the AB demographic. The objectives were to raise brand awareness for Morphy Richards in Australia, to introduce the market to the new Illuma Kettle & Toaster range and to start to build a database of consumers for future communications. In a market which is saturated with advertising messages, 'Tea and Toast' offered a simple entry mechanic and cut through the clutter by appealing to the aspirational nature of this target market.

The approach

The campaign harnessed the power of 'celebrity' by asking the participant to day dream for a minute or two during their busy day about who in Australia they would most like to meet. At the end of this campaign the organisers will do their best to organise a Tea and Toast 'date' and if not, the winner will receive a $2000 cash prize. This was the first online marketing campaign for the Morphy Richards brand in Australia, so there was an objective to test various online channels during the campaign's life. Using social media as a channel for communication just made sense. This market is one the fastest growing age-groups in social media usage so making it easy for users to share on Twitter, myspace and delicious also increased the likelihood of the idea being shared with friends. Furthermore, participants went into the draw for 1 of 5 Illuma kettle and toaster packages by emailing the competition to their friends. The campaign included a simple campaign microsite , targeted eDMs, a Facebook campaign, targeted advertisements as well as some supporting PR activities.

Results

Just 4 weeks into the campaign, Morphy Richards Tea and Toast received an incredible response with over 11,724 visitors, 1,794 entries, and 4,581 very active fans on Facebook. Morphy Richards anticipate that Tea and Toast will keep the brand top of mind for consumers around the time of the Illuma launch and in the lead up to Christmas.

On 2 June, the AIS launched its AIS Facebook page to build a fan base with 14-25 year olds.

The objectives of the fan page

• Increase brand awareness of the AIS
• Increase awareness and public support for targeted AIS programs, athletes and staff
• Increase awareness of Australian Government support for sport, including the AIS and other high performance and grassroots programs.

Our challenge

Bullseye was tasked with building the fan base. Our approach was to run targeted performance advertising within Facebook to people within the age group of 14-25 who listed in their interests, sport related terms or any of the AIS sporting codes (a pool of approx 500,000 people in Australia).

Deliverable

We wanted to ensure that people could become a fan in one click within the ad itself - so we set the fan page as the destination and this enabled the one click functionality within the ad unit:

Results

• Before the campaign launched AIS had 1,321 fans
• Within one week of the launch it had 2,700
• After 2 weeks it gained 3653 fans
• The base then increased to 11,000 at four weeks and 16,000 at week 5
• As of December 2009 the AIS Facebook fan page has grown to 23,969

This graph shows how the engagement rates increased as the fan base grew!

Bullseye's Jason Davey and Simon Marks, Strategic Business Communications Manager, from Blackmores presented this case study at Elite Media's Digital Marketing and Media Summit earlier this week. Topics covered in this presentation: What technology can offer the marketing savvy consumer, website best practice, how to engage consumers online, driving traffic to your website, and return on investment advice.

The launch of Blackmores Children's range was a chance for us to have some fun.

Project objectives

1. Support the Children's Range Campaign with an effective digital campaign.
2. Engage our audience and create interest about the new range.
3. Develop a consistent consumer experience both above and below the line.

Bullseye's approach and solution

The above the line agency created an individual character for each of the new kid's products. Our approach was to bring these characters to life online. To give the character personality with the goal of creating interest in the products themselves. We were also keen to provide bespoke activities and interesting information relating to the specific product benefits. This would educate Mum and also keep children entertained. Our solution was to create an engaging flash microsite to house the characters and sell the product benefits. The site was essentially an information based site but we tried to make it as engaging as possible. Key results In under two months the Blackmores Children's Range Campaign has been a great success, attracting:

• 12,320 unique visitors
• 19,225 page views
• an average time of over 4.5 minutes spent on the 'kids multi' page

Bullseye was asked to assist BigPond with the redevelopment of their 'kids' site.   

Project objectives

1. Redesign the BigPond Kids website in a more energetic and engaging way
2. Showcase other BigPond content such as games, music, movies, TV, mobile and sport
3. Provide an experience that makes kids return again and again
4. Create an environment where 3rd party content can be integrated seamlessly

Bullseye's approach and solution

INTERACTIVE Using elements from video game interfaces

ENGAGING Create an experience kids will continue to use

MODULAR Our design is both interesting and easy to publish

FLEXIBILE Allows customisation (for kids and advertisers) further down the track 

Results

Following the BigPond Kids relaunch in April, unique visitors had grown by 264% compared to March. Three months on, the cumulative growth in unique visitors is  394%. BigPond asked what kids thought of the new site.  Here were some of the responses. 'This site is the best most awesome site I have ever gone on you can go on comps sports and awesome games!!!!!!! MADDEST WEBSITE EVER!!!!'

'The new BigPond kid's website is fantastic, it's way cooler than the previous website. This is more interactive and has got a nice look to it.' 'This site is awesome - just discovered it and have told my friends about it also. Can't wait to get home everyday to see what's new.'

 

Bullseye rehabilitates CRS Australia’s website

CRS Australia is a leading provider of vocational rehabilitation and assessment services to people with a disability, injury or health condition. Through its 170 offices around Australia it provides a wide range of quality services to assist job seekers, employers, insurers and other customers.

In 2007, CRS Australia identified a need to provide a more appealing, user-friendly and intuitive website to allow a wide variety of users to find the information they need. In an industry that is going through substantial growth, CRS Australia needs to ensure that its services, brand and business are well-represented through the online channel. With diverse key audiences such as job seekers, employers and insurers, a new website has been designed to provide tailored information for each audience.

Following a user-centred design methodology, Bullseye conducted in-depth user research and analysis to better understand the needs and requirements of CRS Australia’s key audiences. The research revealed that the various groups had a substantially different perspective and understanding of CRS Australia. To meet the needs of the various groups, CRS Australia’s new colour palette has been employed to “theme” sections of the website in line with target audiences.

Finding staff in the rehabilitation industry has become harder in recent years and therefore, recruitment has a greater priority in the business. To help attract potential staff, the new website has a “Careers with us” section that provides information about the benefits, experience and options available to employees of CRS Australia.

Focusing on the two major audiences of the website, employers and job seekers, the new website provides a better user experience and helps position CRS Australia as the leading rehabilitation services organisation in the country.

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