The Work 2021 Contenders: The Royals
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…
Coopers Brewery: Forever Original
The Royals
Leveraging 160 years of independence and brewing integrity, The Royals repositioned Coopers from the ground up, internally and externally, by introducing a new brand ethos and platform: ‘Forever Original’ – extending across key assets with an overhaul of look and feel, brand voice and customer experience. A national OOH campaign and POS lay the groundwork for the main body of work, launching later this year. ‘Forever Original’ will be the guiding mantra for everything Coopers does, and a line people will uniquely associate with the brand from here on in.
Athena Home Loans: Take Me Home Loan
The Royals
A potential home loan customer gets to decide whether they’d enjoy being tied up… in decades of debt, or would prefer something short and sweet, in the latest TV campaign for Athena Home Loans created by The Royals. Shot in the format of TV matchmaking shows, TAKE ME HOME LOAN consists of three TV spots and charts the journey of a contestant trying to choose between Athena and Beep Bank – a traditional mortgage lender. It becomes obvious pretty quickly that this is a choice between a lender that has the customer’s best interests at heart, and one that would rather just neglect them in an unrewarding relationship.
VIEW THE NO FEES SPOT
VIEW THE ACCELERATES SPOT
VIEW THE PAY OFF YOUR HOME LOAN FASTER
Beyond Blue: Always Available
The Royals
In the lead-up to Christmas 2020, a time of heightened mental health triggers exacerbated by lockdowns, Beyond Blue needed to make more people aware of its support services – without any more budget to spend. So The Royals created a new FREE media channel by calling on Aussies to use their voicemail and out-of-office email replies to direct people to Beyond Blue. Well-known Aussies and some of Australia’s biggest companies – Medibank, Kimberly-Clark and Australia Post among them – got involved, helping the campaign achieve 1.9m impressions, cumulative reach of 500,000 and increased call volumes.
Wild Secrets: Know Me
The Royals
Tasked with helping sex toy retailers Wild Secrets normalise sex toys, The Royals set out to seed a movement by drawing attention to the fact that women consistently reach orgasm 30% less often than men in heterosexual encounters. The four-week campaign launched with a series of large-format OOH placements featuring a larger-than-life anatomically correct clitoris. No complaints were filed about the sexually themed billboards, demonstrating that most Aussies couldn’t recognise a clitoris if there was a 50-foot sparkly one staring them in the face. The campaign included catch-up TV and social media, and pleasure-positive influencers, while the Instagram channel @knowme_au became the heart of the campaign’s clitoris education. This was the destination for all paid social and influencer content. It became a thriving feed of clitoris art, facts about the orgasm gap and pleasure tips. The campaign helped Wild Secrets grow sales by 200%, market share by 12% and branded search by 58%. By The Royals’ calculations, that’s an additional 128,727 orgasms.
Finspo
The Royals
For fintech start-up Finspo, The Royals built the brand from scratch, including brand strategy, tagline and brand design. The launch campaign featured the word ‘money’ hidden in distinctive camouflage art across high-traffic OOH sites – demonstrating that with Finspo’s help, no matter how hard they’re hidden from customers, savings can always be found.
The entry deadline for Campaign Brief’s The Work 2021 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.
1 Comment
Beautiful work!