The Work 2021 Contenders: CHE Proximity
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…
Genea: Where Babies Come From
CHE Proximity
1 in 20 children are conceived by IVF. Despite these numbers, IVF is still stigmatised, leaving people with fertility issues feeling they can’t talk about it. So, we rewrote the story of Where Babies Come From for Genea and made IVF as natural as sex. The updated story was integrated across all media, launching with an intentionally provocative film and heart-warming children’s book.
Flybuys: Give a Flybuys. Take More
CHE Proximity
Even though 1 in 3 Australians have signed up to Flybuys, they weren’t actually using it with ⅔ of our members dormant. They hadn’t redeemed a single point in the last year. The next generation of potential customers didn’t see the relevance of collecting points, stating that they thought the program was outdated and boring. The reality however, was that Flybuys could help them get more bang for their buck. By saving a little bit on their shop, they could splurge elsewhere. The difference was about being thrifty, not cheap. So how do you get people to engage in a shopping loyalty program they think is outdated and boring? Naturally you create a music video. But this wasn’t just any music video, rather it was an anthem to celebrate the everyday legends winning at their finances with Flybuys. And not just that, but a modular social film which could be seamlessly cutdown for behavioural targeting. We created an invitation, a direction, and an attitude in one simple statement; Give a Flybuys, take more. And it featured a cast of characters invented from a wealth of shopping data.
IAG: NRMA Insurance Sloways
CHE Proximity
Regional Australia relies on caravan tourism to survive. Every $1 spent at a caravan park generates $3.92 for the local community. Yet increasingly, highways divert caravanners from these towns – taking them from A to B in the fastest way. A phenomenon that’s at odds with the slow-paced caravanning lifestyle which is about slowing down, reconnecting with nature, loved ones, and seeing the wonders of regional Australia. NRMA Insurance wanted to protect the slow caravanning lifestyle and the communities that rely on them. To achieve this, we created Sloways, a 1400km network of road signs and billboards that divert caravanners away from fast-paced highways towards 30 struggling towns – helping caravanners slow down, travel safely and boost regional economies. Journeys could be planned online and integrated into Google maps. Sloways cash VISA cards were provided for every caravan insurance, encouraging caravanners to spend at local businesses. To motivate caravanners to take the Sloway, influencers and photographers shared content as they journeyed regional Australia, while a 90s launch film inspired caravanners across the country to hit the road – slowly. An enduring idea to help caravanners and regional towns alike, the Sloway network will continue to have new routes and regional destinations added.
The final entry deadline for Campaign Brief’s The Work 2021 is TODAY, Monday May 17. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.