I just stumbled across this website from AMI an Insurance Company in New Zealand.

It's a great idea and a unique proposition that will allow the brand to springboard into a lot of other creative areas.

I am potential slightly bias in this situation but I think this is an example of how local knowledge and audience insight leads to cracking ideas.

Feel free to check out the worlds first Zorbing site which of course orginated in my home town, Rotorua.

http://www.insuringnewzealandness.co.nz/

 

- Coops

 

I just got sent this presentation that showcases an amazing collection of innovative projects from around the world that have digital at their heart...

It looks at projects about music, movies, art, science/ technology, light, politics, advertising, history, books, sport...pretty much everything! You might need some time up your sleeve to watch it all :-)

 

Source: https://docs.google.com/present/view?id=0Abmo0iWBO2gEZGY3cnc3dnpfMzM4Y3o2bmdu...

- Coops

 

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.

Blackmores has launched a revolutionary new website that puts health-minded consumers in the driver’s seat. Working with leading digital services agency, Bullseye, Blackmores has created a destination that is set to become Australia’s biggest online community dedicated to natural health. The new website is personalised to each individual who joins, and is designed to inspire, inform and educate Australians to better health. Cassandra Brill, Blackmores’ Digital and Interactive Manager said: “We believe something truly revolutionary is happening with the way people are using the internet to learn about health and wellbeing.” “We want to help people take control of their own health. No longer will we be telling our consumers what we think they’d like to know, we are using technology to allow them to tell us what is most important to them, then supporting that with informed and reliable information they can use themselves and share,” added Brill. Concerned by trends highlighting Australia’s escalating health challenges such as its ageing population and high levels of obesity, Blackmores looked to its existing 288,000 Australian online members as well as trends from the social media boom to understand what Australians want to know about health and wellbeing. In response, the traditional ‘one-size-fits-all’ website has been replaced with a site that can be personalised for each member. This is generated from each member’s nominated interests and interactions on the site. Users can also view and share updates on the most popular topics that have been read and discussed by the rest of the community, and access an array of health-related communities where they can chat about the topics that matter most to them. Jason Davey, Bullseye’s Managing Director of Digital Marketing, said: “Consumers have little patience for irrelevant content, and everyone’s health and fitness outlook and experience is different. Using the intuitive features of leading-edge technology, we have built a website for Blackmores that offers a totally personalised user experience. It’s slick, clever and designed entirely to delight each individual visitor”. The website aims to ‘get to know’ each member, and then intuitively interacts to guide them to topics of interest, community discussions and product information. Users can then access reliable natural health information and a selection of interactive tools, which include: Communities Blackmores has developed ten inspiring and informative health communities. In each one, consumers can find groups where they can research and discuss personal health concerns. These are: • Women’s Health • Men’s Health • Digestion • Weight Management • Fitness and Energy • Stress and Mental Performance • Pregnancy, Preconception and Breast-Feeding • Parenting and Children’s Health • Healthy Ageing • Cold, Flu, Allergies and Immunity Virtual Wellness Centre For free natural health advice, members can ‘ask a naturopath’ with options to chat online, send an email for a detailed, personalised response, or speak directly by phone to one of Blackmores’ Naturopathic Advisory Team members. Health Topics Blackmores ‘Health Topics’ cover causes, symptoms and natural therapies for more than one hundred common health conditions. Learning Centre Stocked with articles, videos and podcasts, and regularly updated, there is an extensive collection of material covering a range of topics like diet, nutrition, lifestyle and exercise. Product Assistant The ‘Product Assistant’ tool helps consumers find the products they are looking for - quickly and easily. Wellbeing Blog The ‘Wellbeing Blog’ boasts the latest news and updates from our natural health bloggers. Shop Online Exclusive to members only, Blackmores products are now available to purchase directly through the new Blackmores website. To take a virtual tour and experience the new website, visit www.blackmores.com.au/sitetour.

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

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

by Jason Davey, Managing Director, Digital Marketing Marketing to kids online is a sensitive subject. In large part, this is because unscrupulous operators have been known to engage in the exploitation of personal details and privacy; preying on the unsuspecting, including kids. This article doesn't deal with that subject, but it does deal with what is required to build a successful following on a website aimed at kids, including how to handle disclosure. Having built successful kids websites for Cartoon Network, Sydney Aquarium and ENERGEX in the past 10 years; I can tell you that one strategy always works: GAMES. Kids love games, and they don't have to be some amazing 3D production to hold their attention, they simply need great playability. Throw in a high-scorer's ladder and you will find out just how competitive kids can be, as they challenge their mates to beat their high score. Kids are great viral promoters of websites they like, as they are large users of Instant Messenger and share links frequently. Simple and playable web games work very effectively. Use your brand mascot as a game character or select a game theme that ties closely with your brand, and you can involve kids with your brand in an environment that they enjoy and share with their friends. But don't forget mum and dad. Parents need to be comfortable with the topic of your game and to endorse the play. They are an important part of the marketing cycle. Below are some key tips to ensure a responsible approach to producing websites for kids:

• Identify yourself: make your brand very clear on the site.
• Make sure the difference is clear between website content and advertising.
• State clearly in your privacy policy that any information collected from children will not be sold to a third party, and ensure the policy is written in language that kids can understand.
• Avoid including chat rooms on your site unless you're prepared to appropriately monitor them with qualified and trained staff.
• Require parental consent to be obtained before any child under 13 releases any personal information. The consent should include a request for a parent's email address and sending a notification email to the parent requiring their authorisation.
• Don't display any personal information on the website other than screen names, and avoid too much personalisation within your email communication.
• Only email newsletters and notifications that are in line with your policy, and do not send too many promotional emails.

If you take the steps above and include some eye-catching graphics, playable web games and allow kids to unleash their creativity, you are bound to achieve success in building a following. Last tip: Make sure you keep adding new and exciting content regularly if you want to keep kids coming back!

Bullseye's Digital Government team have received another nod with their youthcentral.vic.gov.au website recently making the list of 10 finalists in the 2009 Excellence in e-Government awards. The Excellence in e-Government Awards (e-Award) was introduced in 2006 by the Australian Government to promote outstanding achievement in the use of information and communication technology (ICT) in Australia at all levels of government. Created for the Victorian State Government's Office for Youth, youthcentral.vic.gov.au is an online initiative that connects young people aged 12 to 25 with their local communities and government.

The youthcentral website is one of Australia's most visited government youth websites averaging around 70,000 visitors each month. More than 70 per cent of all content on youthcentral is produced by young people or in consultation with young people. Every six months The Office for Youth recruits, trains and mentors 20 new 'Roving Reporters' from around Victoria, who produce regular articles and are involved in multimedia productions such as digital stories, games and animations, as well as consultation programs.

To find out more about Bullseye's experience in providing digital services to the public sector, download our Taking Government Online brochure or contact our Digital Government team  at dgs@bullseye.com.au. www.youthcentral.vic.gov.au

The campaign

The Caroma Cash Back Promotion rewarded consumers by putting money back in their pockets. Targeting homeowners in the renovator market, the promotion ensured Caroma was top of mind when purchase decisions were made. The promotion offered consumers the chance to fit out their bathroom with products from Caroma, Dorf and Fowler to become a triple winner:

1. Receive $50 cash back on spends of $500 or more on any Caroma, Dorf or Fowler products
2. Receive an extra $10 cash back if the purchase includes any Dorf flickmixers or Caroma basins
3. Plus, go into the draw to win the entire purchase back, up to the value of $10,000

The creative

Following the point of sale creative from the ATL agency, Bullseye designed and produced:

1. Online banners- for targeted placements on key renovator sites: Real Estate.com,  Home Improvement Page and Complete Home
2. Email- to targeted list of homeowners in the renovator market
3. Creative assets for Caroma websites

All media was also planned and booked by Bullseye.

The results

The campaign ran for 6 months and has achieved over 1400 redemptions to date. This is a 109% increase on the previous year's promotion which had exactly the same mechanic but utilised offline media. Using online as the core media has proved extremely cost efficient with media and creative costs down 70% from previous promotion spends. Consumers making redemptions have spent over $1.1 million on Caroma, Dorf or Fowler products through this promotion. This campaign has paved the way for Caroma to see the value that online marketing can deliver.

Sexual innuendo and monster children have been used to sell condoms since, well... forever. So it’s refreshing to see a new approach in this well-trodden category.

From Japanese hotshop GT Inc Tokyo comes a simple (and dare we say beautiful) condom ad campaign. "Love Distance” is based on a simple story - a young couple living in two separate cities has an argument. Separated by distance (over 1,000 kms), they start running to meet each other to prove their love. The distance between them is shown in millimetres, that count down as they get closer and closer. The ad finishes on 0.02 millimetres - the thinness of the condom.

The campaign followed the lives of the two lovers over a month and included a huge teaser campaign online, with characters’ profiles, real-time videos and blog entries. Explore the campaign website here: http://www.lovedistance.jp