Victa launches new integrated ‘Altogether Better’ advertising campaign via Core, Sydney
Victa has launched its new integrated advertising campaign via Core, the strategic creative agency set up in 2009 by 12:20 founders Christian Finucane and Jon Skinner, with former agency lead and client marketer, Duncan Wakes-Miller.
The new Victa integrated creative campaign, ‘Altogether Better’, is the first for the client since winning the business in a competitive pitch in late 2011. The agency remit was to develop a new brand strategy and creative campaign to highlight Victa’s garden and lawn care range, including mowers and the extended range of outdoor equipment. The new approach is designed to position Victa as ‘understanding Aussies and their backyard’, and to pay homage to the Victa brand, which this year celebrates its 60th anniversary.
“The Victa campaign leverages the special place the brand has in Australian culture, while showcasing the overall and integrated product range,” says Christian Finucane (far left, with Skinner), Core creative partner: “Victa has a rich heritage; our job was to make it relevant for today’s consumers, and we’re very happy with the campaign.”
Says Laura Clarke, marketing communications manager, Briggs & Stratton: “We partnered with Core because of its collaborative approach to understanding our business. We were very careful to select an agency that we could trust with such a well loved brand.”
The campaign was created following a comprehensive brand strategy development phase, which included internal market research and consumer focus groups, designed to identify what Victa meant to people.
The campaign features 30 and 15 second commercials airing on metropolitan, regional and pay television, plus a suite of print advertisements which feature different equipment in the Victa range.
Core has grown its client list significantly over the last couple of years with its combined offering of experienced creatives, commercial marketing and brand planning.
The Victa campaign launch is the second in a matter of weeks for Core after the launch of the new IVFAustralia campaign in September for Virtus Health. Core has seen major growth in 2012 with a number of new account wins including Konica Minolta, NSW Roads & Maritime Services and Virtus Health (IVFAustralia). Other Core clients include Destination NSW and The Kids’ Cancer Project.
Agency: Core, Sydney
Creative directors: Christian Finucane, Jon Skinner
Creative team: Christian Finucane, Jon Skinner, Hamish Grieve, Adrian McNamara
Account service: Duncan Wakes-Miller – Managing Partner, Rebecca Scott – Account Coordinator
Strategic planning: Justin Gurney – Head of Strategic Planning
Director: Matt Palmer, Prodigy
Photographer: Toby Burrows, The Kitchen
Client company: Briggs & Stratton Australasia
Brand: Victa
Clients: Laura Clarke – Marketing Manager, Carmelina Luppino – Marketing Coordinator
16 Comments
Jaysus…. Ergbghbgrgbrgrh would have been better.
“… were just pruning by.”
Incredible stuff, just amazing to see this calibre of work on the blog.
amazing work.
Good Lord.
I’m sure you could find that exact same print ad in a magazine from 1950. I’m not exaggerating. Just make the picture black and white.
It’s amazing how many once-good creatives pump out crap when their name is on the door and the bottom line is theirs.
For a gardening products range TVC it’s actually quite nice. Not sure about the print though.
You’ve got to be joking?! The flagship for Victa is the mower. It’s a gutsy little grunter of an army-green thing that can be used as a landscaping tool if necessary. Christ, I’ve taken out small saplings with it. Tell me, for the love of my fourteen-year-old labrador, what namby pamby soft-hands giggler wearing a tight negligee under a suit decided to lead with the plastic trimmer and the chick in the trackies? And who the fark decided the new range should be painted Marine Blue? faaaaaaaaaaark.
Where’s the commemorative logo to celebrate 60 years of this true Aussie battler.
I wouldn’t be looking like the cat that got the cream if this was my work.
This is the kind of advertising my Dad would do.
And he doesn’t work in advertising or write christmas cracker jokes.
Horror
I’d be smiling once they paid the invoice. You get to a point in your career when you grow up and learn that its a business and the client signs your pay cheque in the end.
Wow – putting their name and their faces to this.
Lots to smile about,
Many other people have grown up and realised the client pays the bills. Some have realised the client pays the bills without growing up too.
But for some reason, they still make great ads. Local business owners like The Monkeys, Droga5, The Glue Society and a bunch of other indies that do great stuff.
‘It’s a business so I need to do crap’ is not a justification for any business, and it hurts the rest of us. Could you imagine a builder doing that?
No.
So enjoy your tiny cheque, but remember, you probably won’t be getting many more of them on the back of this tripe.
Not crap work because you’re taking a pay cheque, rather the realisation
that in the end you have to pick your battles.