University of Tasmania – Local Enrolment

University of Tasmania

Tasmanians can do anything

The rate of Tasmanian students enrolling at University of Tasmania was falling by about 1% every year. While the University is the only one in the state, many prospective local students were turned off going to a Tasmanian institution due to cultural cringe and a perception that mainland universities were more highly regarded.

We were tasked with boosting Tasmanian enrolment in semester one 2020 as well as building pride in the brand within the state, targeting both locals considering enrolling in a mainland university, and those not considering university at all.

We reminded Tasmanians that coming from a small place doesn’t mean they can’t do big things – and that being from Tasmania is actually one of their biggest strengths. It was a simple but powerful message, with real stories to back it up.

‘Tasmanians can do anything’ was created to show how the University of Tasmania has been a springboard to exciting careers with real-life success stories from a diverse range of fields. Our inspiring, community-focused campaign that highlighted amazing alumni, from a human rights lawyer working for the UN to an Antarctic research scientist, an artist and a whisky distiller. The campaign ran across print, digital, outdoor and online catch up TV.

Tourism Tasmania – Warmest Winter

Tourism Tasmania

Warmest Winter

Tasmania comes alive during the summer months. But as locals know, it also has plenty to offer in winter. Tourism Tasmania wanted to position the state as the premier Australian winter destination, and for interstate travellers to welcome the prospect of getting cosy in the cold weather.

The Warmest Winter campaign embraced all that the coldest Tasmanian season has to offer. We adopted a non-traditional approach that didn’t employ the use of one tagline, instead crafting a piece of prose that could be used across a series of static images.

The scope of the campaign was enormous. Over 300 pieces of creative were rolled out across a mix of creative were rolled out across a mix of channels including press, digital and OOH advertising. Large-scale digital OOH pieces were impossible to miss in Melbourne and Sydney’s CBDs, while pieces featuring longer copy were prominent in national magazines.

The campaign proved popular, with feedback from the public focusing on the campaign’s effectiveness. One particularly memorable communication came from an English teacher, who got in touch to say:

“I would love to show this advertisement in class as a perfect example of effective advertising… p.s. the ad was so good it made me want to go to Tasmania again!”

Love Autumn in the South

Tourism Tasmania

Love Autumn in the South

In the scorching summer of 2019, Tasmania’s central and southern regions were severely affected by bushfires, devastating local communities and ancient wilderness. Temporary road closures and uncertainty led to a steep drop in local tourism to these areas. Tourism Tasmania, in partnership with Destination Southern Tasmania, wanted to encourage people back to the fire-affected areas of the Central Highlands, the Huon and Far South, and the Derwent Valley, and to reassure them that it was safe to visit again.

We wanted to remind Tasmanians of the experiences they already knew and loved. These were the experiences that made southern Tasmania a magical destination in autumn. We created a print, digital and outdoor campaign to spread the message ‘Love Autumn in the South’, including a one-off booklet insert, full-page ads in The Mercury throughout the autumn months, plus autumn-themed editorials in TasWeekend.

We also built an apple stand with a quintessential Tasmanian roadside honesty box at Hobart Airport to raise money for the Vinnies Bushfire Appeal. The stand proved extremely popular with passengers, with 10 or more bags of apples needed each week, and over $300 in donations collected. We performed significantly above the KPIs set for this campaign, as well as the click-through rates achieved in our previous campaign for Tourism Tasmania. We exceeded our target mobile CTR of 0.55% (achieving 0.64%), travel partners Jetstar’s CTR average of 0.4% (1.1%), and our social CTR target of 1.71% (1.87%). The total clicks to lands KPI was 23,007, and we managed to hit 32,359.

Quad bikes safety campaign

WORKSAFE

Quad bikes safety campaign

Despite an alarming number of quad bike riders being killed or injured in quad bike incidents, Tasmanians were still underestimating the dangers of quad bikes. Contributing factors in these deaths were lack of helmet use, inadequate training, and the young age and inexperience of riders. WorkSafe needed an awareness campaign that warned of the potentially devastating consequences of unsafe quad bike use.

We decided to showcase the terrifying numbers – in eight years, 128 Australians have died riding quad bikes. These statistics were paired with stark, chilling imagery of flipped quad bikes that represented those killed while riding quad bikes. The supporting message was simple: a quad bike is not a toy.

The digital campaign performed well above expectation, with the campaign value exceeding the budget substantially. As at March 2020, the YouTube video view rate was well over 100,700 and there were over 200,000 impressions – proving excellent for audience awareness.

Kids Hospital Appeal 2019

COUNTDOWN

Kids Hospital Appeal 2019

Countdown Supermarkets New Zealand needed to raise national awareness of its 2019 Kids Hospital Appeal, to help improve the health and wellness of Kiwi kids. With 100% of funds raised through donations, having an impactful, single-minded campaign was imperative. The campaign had to speak to all Countdown customers across the country, and help build their perceptions of how Countdown supports their local community.

We created a fresh new national campaign, rebranding the Appeal with a combination of in-store POS and digital elements, and using a tagline that was in-keeping with Countdown’s branding: “Want the best for Kiwi kids? We can help with that” .
Key to the creative was transparency around how funds are distributed and how hospitals benefit from customers’ donations. We used images of children in hospital, with price tags placed on pieces of medical equipment, beds and toys, to show prospective donors just how much it costs to run a children’s hospital.
The campaign launched in early August 2019 and outcomes are still being tracked.
WHAT THEY SAID

“Red Jelly has pulled together an emotive and striking campaign for our Countdown Kids Hospital Appeal. They’ve delivered once again to help bring to life an important community message for Countdown.”

Master of the Brewniverse

COOPERS DIY

Master of the Brewniverse

The boom in popularity of craft beer has seen a surge in craft breweries and a renewed interest in DIY brewing – particularly among younger consumers. Coopers DIY Beer had been exploring the idea of a national home-brew competition called Master of the Brewniverse – a parody of 1980s media franchise Masters of the Universe – aimed at both recruiting people who have never brewed before and engaging Coopers DIY Beer’s passionate brewing community. On offer was a money-can’t-buy opportunity: the chance to have your beer brewed by Coopers and sold nationally through Dan Murphy’s.

The competition needed to align with an established network of national amateur brewing judges, the GABS beer festival, brewing capacity at Coopers and a summer launch period for the winning beer.
To advertise the promotion, we created a film in homage to other iconic space-themed movies. The creative comprised digital media across numerous social media platforms, and launched during Good Beer Week, with stalls at the GABS Beer, Cider & Food Festivals in Melbourne and Sydney.
While the campaign outcomes are still being tracked, they have so far been positive, with an increase in sales.
WHAT THEY SAID

“…we have seen significant and immediate sales increases across multiple channels. I have no doubt that the strength of creative has contributed to this success. Working with Red Jelly is truly refreshing. Their laid-back yet skilled approach feels more like an extension of our team than an agency. From account management through to creative direction, execution and copywriting, I always have confidence that what is pitched will hit the mark.”

Emma Craggs Brand Marketing Manager Brewing Products | Coopers Brewery

Everyone Counts

COUNTDOWN

Everyone Counts

A supermarket distribution centre is a busy and high-risk environment. Employees operate heavy equipment and vehicles, and engage in a lot of physical labour – placing many at constant risk of accident or injury. In early 2017, Countdown identified that the number of accidents was increasing. They had already expressed the need to simplify the rules and communicate a clear and powerful message that would transcend potential language barriers.

Red Jelly initially created signage and communications with the message ‘Safe shift, every shift’. But with accidents still prevalent, more needed to be done. Countdown undertook further research and found that while team members understood the message, and were concerned about their colleagues, they were complacent about their own safety – “We may not look after ourselves, but we always look after each other”.After undertaking further research, we discovered that cutting corners was the crux of the issue. Cutting corners had the potential to affect everyone. Keeping the recognised line “Safe shift, every shift”, our campaign used images of the devastating consequences of cutting corners, featuring real staff from the distribution centre, through a combination of billboards and videos.
In the month following the campaign’s launch, Countdown recorded a 24% reduction in injuries. Team members had been inspired to not only look after themselves, but also each other.

Safety is everything

WORKSAFE

Safety is everything

Over decades of education and awareness, workplace safety has become ingrained in our approach to work. But what about hazards that aren’t all that obvious – that aren’t physical, but mental? We needed to educate Tasmanian workers – from CEOs and managers, to entry-level and casual employees – about how mental health can play a factor in workplace safety.

Rather than presenting mental health as a new concept, we simply had to show that it was a natural extension of something people already knew: how to keep themselves and others safe at work. This led us to a simple, powerful and single-minded approach: to incorporate mental safety messaging alongside existing physical safety messaging in an all-encompassing campaign that felt familiar, achievable and non-threatening: Safety is everything.
We did this by turning our creative into a puzzle – almost like Where’s Wally? Across three TVCs, we showed a cross-section of a large office building. The footage then tracked in on someone experiencing the subtler effects of negative mental health, such as depression, stress or being abused at work. Our hero TVCs were supported by print, digital, eDMs and small outdoor pieces that all followed the same idea.
By using a bit of misdirection and entertainment, we were able to spread a vital health message.

Happy kids drink Ashgrove milk

ASHGROVE FARM

Happy kids drink Ashgrove milk

Following on from their successful ‘Happiest cows on the planet’ campaign, Ashgrove wanted to communicate a clear message to the biggest milk drinkers: children.

The best ideas are often the simplest ones – and what’s simpler than showing kids drinking glasses of milk? We set out to authentically convey ‘the joy of fresh milk’ through TV and social media commercials, as well as new product labels.
Featuring children enjoying their Ashgrove milk in various ways – whether they were making messes, blowing bubbles or smiling through milky moustaches – the take-home message was that ‘Happy kids drink Ashgrove milk’.
WHAT THEY SAID

“I love it. Wouldn’t change a thing.”

Anne Bennett Ashgrove Marketing, Communications Manager

Wherever Summer Takes You

BLUNDSTONE

Wherever Summer Takes You

After decades of making hardy working boots, Blundstone boots created a new range of light, summer boots in 2017. These new boots needed to be launched to Blundstone’s distributors in their northern hemisphere markets: Japan, Italy, Canada and the US. Their customers in these countries were used to traditional Blundstones. We needed to convince them that the new range was just as good.

We created the campaign ‘Wherever summer takes you’, which was an extension of the Blundstone positioning of ‘Everywhere life takes me’. Using close-up footage, continuous movement and transition techniques, our hero videos launched the new products in a way that celebrated their look, utility and design.These videos were supported by static imagery and collateral that used lifestyle shots to show the boots in action.Targeted social media posts, competitions and influencer content gave the campaign a further boost.
Initial reactions from international distributors have been hugely positive. Long-term sales and market results are being tracked.

Bag For Good

WORKSAFE

Bag For Good

Countdown was the first national supermarket in New Zealand to announce a move away from single-use plastic carrier bags at checkouts and online shopping.

On average, 6,000 single use plastic carrier bags were being used at every Countdown store, every day. This initiative would take them completely out of circulation. Countdown wanted a campaign to communicate this change to their customers and raise awareness of the alternatives available in store.
The rollout took a phased approach, so a combination of local area marketing and national advertising was used across the multichannel campaign. Red Jelly developed in store POS to communicate the phase out of single-use plastic carrier bags at checkouts, and created a TV commercial and social media content to raise awareness of the Bag for GoodTM initiative, where a customer can return their worn out reusable bag and have it replaced for free, to coincide with the first pilot store launch.
Thanks to the broad range of communications, our customers were well aware that the initiative was happening, with 79% awareness of the initiative recorded during the pilot store rollout. With the rollout complete, reports indicate that people all over the country are embracing the change. And the best result of all? 350 million plastic bags have been removed from circulation each year.

Go Behind the Scenery XI website

TOURISM TASMANIA

Go Behind the Scenery XI website

gobehindthescenery.com.au was again the main website for Tourism Tasmania’s major destination marketing campaign for 2018. This year’s strategy necessitated a complete redesign and redevelopment of the website, and the result was a highly engaging, accessible and successful inspiration and planning tool.

Anything Can Happen

DEPARTMENT OF EDUCATION TASMANIA

Anything Can Happen

Too many young people in Tasmania don’t complete education or training through to Year 12, despite there being more educational options than ever before. We needed to show these young people (and the people who help them make their decisions), how important getting an education is.

We decided to showcase the terrifying numbers – in eight years, 128 Australians have died riding quad bikes. These statistics were paired with stark, chilling imagery of flipped quad bikes that represented those killed while riding quad bikes. The supporting message was simple: a quad bike is not a toy.
The campaign made a big splash and evoked discussion in the community and in the media. Research shows that the campaign has resonated with students themselves, with many wanting to hear the full stories from stage 2.

Onecard – Launch

COUNTDOWN

Onecard – Launch

Two of New Zealand’s largest loyalty card programmes joined forces to offer a range of new rewards. We were tasked with turning this complex merger into a simple, attractive and compelling offer for all New Zealanders.

We created a campaign that hinged on a single and powerful emotional benefit — that saving money feels good. The campaign was rolled out in various executions across TV, radio, outdoor, POS and online.
Over 600,000 Kiwis (that’s 1 in 5 adult New Zealanders!) signed up for a new Onecard in the three weeks that followed the launch, well exceeding the initial targets.
WHAT THEY SAID

“Thank you for the incredible campaign that you have delivered for Onecard. It has been a privilege to work with you guys and your team.”

Bridget Lamont General Manager, Marketing

Enforcement

ROAD SAFETY ADVISORY COUNCIL

Enforcement

During the summer holiday period, there are more drivers on the road than at any other time of year — and many of them are on their way to or from festivities.

To prevent accidents at this busy time of year, Tasmania Police increase their presence on the roads. Our challenge was to inform the driving public of this increased presence, and to convince them that it was a compelling reason to drive safely. Rather than using authoritative, finger-wagging messages that told drivers what to do, we created an infectious, unforgettable earworm of a campaign that simply informed Tasmanians that the police would be out in force. We did it by rewriting the lyrics to ‘I’ve Been Everywhere’ to incorporate Tasmanian place names, and setting this song against footage of police conducting their work all over the state. Press and online ads used the same imagery and messaging to support the TVC. By showing rather than telling—in a memorable, convincing way—we helped Tasmanians decide to drive safely in a way that was more effective than ever before.
There were no fatalities on Tasmanian roads over the 2017/18 Christmas period, when the campaign went live.

MACq 01 Hotel

FEDERAL GROUP

MACq 01 Hotel

Federal Group, having already established Australia’s first casino, an art hotel, and a luxury lodge, were looking for something profoundly different with their new Hobart waterfront project. In 2015, they engaged Red Jelly to develop the concept for a premium hotel that would not be just an accommodation property, but a unique tourism experience.

We quickly realised that the key to powerful engagement surrounded us on all sides. It was part of who we are, who we were, and all that united us- Tasmania. We built the identity of the hotel on the identity of our state – her people, her history, and her stories. From whalers to larrikins, cross-dressing sailors and Indigenous heroes, every room tells the story of a unique Tasmanian character, with the aim of extending guests an invitation to join us in celebrating our wonderful state, and leave them with a sense of peace and belonging that will remain with them long after they depart.
The arrival of MACq01 has been eagerly anticipated, and led to booked out public tours. Overwhelmingly positive reviews after the recent opening (e.g. 43 of out 48 tripadvisor.com reviews give it five stars) demonstrates how well the guests are engaging with the concept and recommending the experience to others.

BrewArt – Push Button Brewing

COOPERS BREWERY

BrewArt – Push Button Brewing

BrewArt, invented by Coopers, is a fully-automated home brewing system. Basically, it’s a machine that makes beer from scratch. Coopers asked us to help them get the word out.

We created a full communications campaign, including TVCs, online videos, outdoor spots and online banners. The premise of the campaign was simple: modern art can be a bit confusing, but Brewart is art you can appreciate.
The campaign was led by two hero TVCs, which were supported by online videos and animated banners.
In our outdoor media spots we used more direct, rational messages, to make sure our audience instantly understood the benefits of the product.Red Jelly handled the entire production, from writing and designing to production and direction.

Poo. Poke. Post.

TASMANIAN HEALTH SERVICE

Poo. Poke. Post.

Bowel cancer is the second leading cause of cancer deaths in Tasmania. The National Bowel Cancer Screening Program sends screening kits to Tasmanians aged 50-74, but only 40% of Tasmanians are doing the test, and males are the most unrepresented group. We needed to boost this rate by making our audience sit up, take notice and complete their screening kits.

We created a simple, catchy and memorable campaign that explained to our audience what they needed to do. And we brought it to life with another lifesaving organisation – the ‘Sing for Your Life’ community choir. Finally, we launched it during Bowel Cancer Awareness Month.The campaign struck a chord immediately with our audience. Once the campaign went live, we saw an increased number of calls and enquiries from people wanting to receive the kits. Results on return rate of kits are currently being tracked.
WHAT THEY SAID

“Our team greatly enjoyed working with Red Jelly – they listened to our brief, and delivered a novel concept that has encouraged people to talk about ‘Poo’!”

Gail Ward PSM State Manager, Population Screening and Cancer Prevention

The Pitch

GRUEN

The Pitch

Selling the unsellable on Gruen’s ‘The Pitch’ segment

The Gruen audience expect a bit of fun, so we make sure the process of making a Pitch ad is a bit of fun. The whole agency loves being involved in the show, and everyone comes along for the ride. We ask ourselves three simple questions when we approaching these briefs: is it based on a truth, will it entertain and – most importantly – will it persuade? We always fly home with a trophy – or half of one, at the very least! After six efforts, our track record is none too shabby: four wins and two draws. We are honoured to be the only Tasmanian agency featured on The Pitch to date.

Speeding Shatters Lives

ROAD SAFETY ADVISORY COUNCIL

Speeding Shatters Lives

Research found that the consequences of speeding were largely misunderstood. Speeding wasn’t seen as unacceptable driving behavior ­– driving a little over the limit was seen as ok. We needed to shift this attitude by communicating a clear message paired with unforgettable imagery.

We went inside the human body and showed the damage that speeding can do. We smashed limbs and snapped spines. We wrapped a newspaper in an x-ray. We placed the message on highways. And in digital news channels. And we enlisted the help of Tasmania Police and the newspapers.
The community impact was immediate. Tasmania Police reinforced the message through social media, and it was a major topic in the Mercury’s ‘Talking Point’ on several occasions. The brand and tagline featured in multiple articles – both online and in print – as a way to link the campaign message to the topics covered in such articles.
WHAT THEY SAID

“The human body is fragile and breaks. Speeding is one of the major causes of death and injury on Tasmania’s roads. This campaign is a powerful demonstration of the consequences of speeding.”

Neil Spark Road Safety Advisory Council Marketing Manager