Brisbane’s Liquid Interactive drives national campaign for all-new Isuzu D-MAX ute

Brisbane-based digital agency Liquid Interactive this week launched the new Isuzu Ute Australia national campaign for the All-New D-MAX Utes.

Pitted against a number of well known advertising agencies, Liquid Interactive was awarded the full creative account for the launch. The campaign titled First Contact, involves a film quality TVC, press and magazine, brand website, microsite and mobile site, that allows people to access in-depth information and view videos about the All-New DMAX Utes.

WATCH THE SPOT

Liquid Interactive Managing director Michael Burke said the win demonstrates that digital agencies are maturing, and increasing their relevance as the digital landscape evolves.

Says Burke: “Digital is now proving to be a core tactic within marketing strategies, as it provides a cohesive and engaging approach to targeting and engaging audiences.

“First Contact has allowed us to deliver a strategic and targeted campaign that will connect with its audience across all channels. Digital marketing has the ability to utilise video and other rich media across several channels simultaneously, taking the audience on a journey that has fewer boundaries than traditional channels.

“In the past, digital has been sidelined in favour of traditional channels to build awareness. Digital now needs to be considered up front – it’s the call to action, and delivers a richer overall experience to the audience.

Burke continues: “For some time now we’ve been using the ‘think digital first’ mantra, and we are delighted to be showcasing our capabilities in this space through this campaign.

“We’re not trying to become an advertising agency, we live and breathe digital but we are also finding that clients are ready to trust us with other aspects of their campaigns and we’re ready to deliver on that. Clients want to explore new ways of engaging with customers and the agency of the future will have digital at its core.”

The launch introduces the All-New D-MAX Ute to the market across the media platforms of digital, TV, press, magazine and online. Liquid Interactive combined forces with sister company Liquid Animation to deliver the TVC and to tap into the storytelling capability that is part of the company’s DNA.

Isuzu UTE Australia marketing manager Cornelius Ionescu said the brief required a strategic marketing and integrated approach that would effectively compete with big-brand market competitors, but for a fraction of the budget.

Says Ionescu: “Working with a digital agency like Liquid Interactive on a campaign encompassing multiple platforms like television, print, web, and mobile has ensured that we’re getting the most bang for our buck.

“The benefit for us was that we didn’t only have access to Liquid Interactive and its digital expertise, but to their design and production team at Liquid Animation, who delivered the high quality TVC for the campaign. Liquid Interactive worked very well with our marketing team to ensure the success of this special campaign and we are very proud of the final outcome.

“First Contact delivers a cohesive customer experience across a number of platforms, which provides increased effectiveness, value for money and return on investment for our company. Not only that, but the campaign is funny and really relates well with our core demographic.”

Mr Burke said it was clear that traditional marketing channels are not delivering the results they used to, and brands are also facing marketing budget cuts, so they are seeking a more cost effective approach.

Says Burke: “As a digital agency we are highly experienced in technology, and we can deliver on the creative and strategic work that in the past would have been the strength of the advertising agency. Digital agencies are now beginning to take creative leadership roles within campaigns rather than just providing the digital component.”