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They say advertising years are like dog years. The logic goes that due to the pace of change, one year in advertising feels like seven years in regular business. That makes us 63 years old this December.
You see, we opened our doors in 2011.
Today, it’s safe to say that while our drive for innovation, creativity and cut-through are still at the heart of our business – how we do what we do now is very different to how we did it back in the day. But, embracing change is part of our business.
Along the way, we’ve had the good fortune of having gotten to know the many amazingly-smart, organised and talented people who have graced our halls.
And, like you, we’ve had ups and downs. We’ve seen competitors come and go. So today, at the end of 2020 – a rollercoaster of a year – we thought we’d throw back to a few reasons to blow out some candles.
Our Head Honcho, Dan Adler worked on a campaign for QTMB to align their brand and product activity. At the time, QTMB’s brand presence was a little unfocussed in a changing banking landscape. Four campaigns were developed that shifted the needle. Within 6 months, membership decline was arrested with new memberships rising. The January to March quarter saw a 200% YOY increase in home loan refinances. Growth on the previous quarter was 246%. By March, new car loans were at a three-year high.
The Oktoberfest Brisbane event had grown organically, but it was time to define the brand and bring it to life. For the outdoor campaign, we developed super-tasty billboard lines that become local classics like–‘You had me at pork knuckle’.
Seven years later we’re helping the Oktoberfest Brisbane team again, after a tough year in 2020.
Ladbrokes is the leading innovator in online bookmaking. We were tasked with creating a brand that takes awareness to the next level.
Ladbrokes.com.au needed differentiation in a saturated market. The campaign we created worked so well, it was replicated in the UK.
With great work for Ladbrokes and QTMB under our belts, our team grew. We moved to a 425 M2 office space in Arthur St. Newstead. This was to be our home for the next five years and the scene of some memorable Wednesday, Thursday, Friday nights and early Saturday mornings. (Pictured below).
Once a leader in home furnishings, Amart Furniture needed to remind customers of its quality craftsmanship and huge range of stylish furniture. But how could it rekindle excitement and connect with consumers?
We created a new brand positioning born from a core brand truth: Amart builds ‘furniture for life’. We then brought this insight to life across all of Amart Furniture’s key customer touchpoints.
NTI tasked us to launch a new brand into the small, specialised marine insurance market. Our target audience was 40 super-influential decision makers.
The brand reached #1 in its market within 3 months of launch. We took a bespoke approach and our client NTI budgeted accordingly to make the desired impact. We started by purchasing 40x 16th-century Spanish reale coins. These were nailed to the cover of a custom-made book bound by oak barrel staves. The book featured three powerful 1.5-metre wide spreads. Further touchpoints included a website and launch video narrated by ‘Game of Thrones’ actor, Rory McCann.
Pre-season, our brief was to lead a membership drive that enticed a new breed of 18-34 year olds to join the family. We initiated a ‘Call to Arms’, inviting every fan to ‘Claim your Throne’. Buy a membership. Guarantee your seat. Show up. Create the moment.
We created a campaign based on the insight that fans and players are dedicated to their sport. The campaign ran across the season with unique TVC’s and radio ads airing for game day in retail and home game spots.
With 71 stores Australia-wide, TJM offers vehicle protection, recovery, drive performance, suspension, electronics and camping. However, emotion and coordinated positioning were missing from the brand; creating issues with customers, sales and team members alike.
Our strategic insight uncovered that owners were missing a crucial ingredient – the confidence that comes through having the right equipment. The campaign direction we developed is ‘TAKE THE LEAD’. It tells the consumer they’re ready and capable to get out and explore.
After seven years in Arthur St Newstead, we made the move to the coworking space WeWork in the Riverside Centre at 123 Eagle St, Brisbane. There’s room for our team of 11. Rising high above the Brisbane River, surrounded by banks, accounting and law firms, our Eagle Street office space is stellar.
Our Head Honcho, Dan Adler said, “We wouldn’t be where we are today without the support and permission from our dedicated clients and team members who have worked tirelessly to drive our brand forward. I, for one, would like to take this opportunity to say thank you, we are so grateful and excited about 2021.”
Happy birthday, nextThursday, may the best years be ahead of us.
AKA Agent 99 @nextThursday
