Gold
Support Scent
Agency: Clemenger BBDO Proximity Melbourne
Client: Guide Dogs Australia
The nonprofit Guide Dogs Australia needed to open up a new donation stream by attracting new, younger donors while also increasing the relevancy of the group. At the same time, it wanted any marketing to remain inclusive of the blind community. The organization’s agency teamed with KIT Cosmetics to create a unique perfume; the proceeds went to the organization, while its lingering scent would connect the blind community to its supporters by the nose. Scented letters were sent to blind community to ensure they would recognise it. Events, advertising and digital channels promoted the new fragance, which was sold online and in stores. The campaign resulted in a fundraising lift upon launch of 33%, as well as a 33% increase in affinity among a new, younger donor audience. Most importantly, it created a sustainable new revenue stream for the nonprofit.
Executive Creative Director
Ant Keogh
Creative Director
Damian Royce
Creative Team
Tom Martin, Julian Schreiber
Live Rescue
Agency: DDB Group New Zealand RappTribal
Client: Coastguard New Zealand
The New Zealand Coast Guard wanted to increase donations from the public by 20%. It knew that it first needed to convince fellow Kiwis that its services were valuable and worth parting with their hard-earned money. Working with its agency, the group staged a live rescue 20 miles off New Zealand’s coast. While the Coastguard raced to “rescue” the capsized boat’s four passengers, the public could also play along with an online search simulator. TV and radio ads during the search drove people online to LiveRescue.co.nz.
A GPS locator updated the position of the capsized boat as it moved around with the current. Those who participated in the online search soon realized how difficult a search and rescue can be; Only 1.8% of participants managed to find the boat. The campaign, though, proved a success. Visits to the Coastguard website increased 20%, online donations improved by nine times compared to the prior year, and overall donations were up 41%.
Group Executive Creative Director
Toby Talbot
Deputy Creative Director
Regan Grafton
Creative Director
Daniel Wright
Art Director
Brett Colliver
Writer
Matt Swinburne
