"Meow-meeow." That’s how the cats at Battersea thanked us for making it clear that it's not just a dog’s home. In six months of the campaign going live, for the first time in 130 years, more cats were rehomed than dogs. Over 900 felines in total. "Meow-puurr" (you’re welcome kitties).
Post campaign stats:
- 79% of the public knew the shelter housed cats too
- Waiting list plummeted by 83%
- Average stay for cats fell 43%
- Over 1,500 cats rehomed
- 4,200 #CatTakeover mentions
- 40,000 visits to Battersea shelter
DMA Awards 2014:
Bronze—Best Brand Building Campaign
Shortlist—Best Integrated Campaign
Brand Republic Digital Awards:
Finalist—Not for Profit & Public Service
P.S—There's more to this story. Ask me in person.
With the right emotional connection in the right environment, TV can be an effective channel for direct response. With the release of the most recent 'Simon the Sloth' TV spots, LifeDirect's average customer applications are up week on week with a sustained increase of 25%. The leads have also increased in quality, with traffic conversion up by 15%. LifeDirect’s revenue has grown by 32% since making TV their primary recruitment channel, and ROI is now up to $2.54 per dollar spent.
While new State customers wait to see if they've won a Bose speaker, they can turn their DM into an amplifier for their phone.
Yes—it really works.
Sealy Posturepedic had owned the hearts and minds of Kiwis with back issues for decades. How could Sleepyhead Chiropractic dethrone the dominant leader in the back-care space from a virtual standing start?
The SMP - ‘Sleepyhead Chiropractic. We’ve got your back’ – helped the creation of the campaign that went beyond back care and explored themes of friendship, aging, and pushing your body to the limit through two old surfers, Gav and Ken. Aware of each other’s foibles and failings, they have each other’s back. The way they embrace life is only possible because they give their backs the right support every night.
Full sized POS cut-outs of Gav in-store and the chance to win a holiday in Hawaii to surf like ‘the boys’ helped drive people to act.
Post campaign stats:
- 190% lift in range page view.
- 240% lift in unique users.
- 17% decrease in site bounce rate.
- 18% lift in average time spent on the range pages.
- And a massive 102.5% lift in sales against an objective of 40%.
NZDM Awards 2016:
Having been given this concept - my role was to help bring it to life creatively and art directionally across TV, social, print, radio and other media.
What if your car insurance company could actually help prevent something happening to your car? You'd keep both your baby and your No Claims Bonus safe.The ParkSafe device is a solar powered disc that sticks to your windscreen. It uses the Police Crime Map and your GPS location to let you know how safe an area is to park. A red light indicates high risk, amber medium risk, and green low risk.
In this financial climate, we don't expect people to donate much money to a homeless charity. So we'll ask them to give their loyalty stamps instead. St. Mungos will team up with coffee shops to make this happen. So that the value of any loyalty stamps donated is turned into food, drink and clothing for the homeless.
Everyone knows someone who's been touched by cancer. So for Daffodil Day this year, we created a series of touching portraits of people wearing daffodils in honour of loved ones with cancer.
These posters are part of an integrated campaign which also included TV, direct mail, digital banners and for those who donated—a mobile video thank you from Cancer Society staff and volunteers.
These posters set the art direction for most of the other elements.
Photographer: Vicki Leopold—Reload & Smoke