Cannes Contenders: CHE Proximity Melbourne
How will Asia-Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
Velocity Frequent Flyer: The Earnbassadors
CHE Proximity
Word of mouth and customer endorsements are 64% more trustworthy than pure brand messages. So, Virgin Australia’s Frequent Flier Program, Velocity decided to shift its marketing strategy from marketing to its 9 million members, to getting it’s 9 million members to market its program for them. The Earnbassadors leveraged the authenticity and reach of not just one influencer, but its entire membership base (who really use our brand), paying them in the one thing they want more of: Velocity Points. We converted our marketing budget into points and payed people in points to promote points to their followers, who would then promote points to their followers, who would then…
NRMA: Safety Hub
CHE Proximity
Today, brands are built on how people experience a product or service. But for NRMA Insurance in Australia, that brand moment only came after customers experienced a disaster – after 10% suffer ongoing psychological problems. Insurance was designed in the 1700’s to reimburse people who have experienced disaster. NRMA Safety Hub completely flipped this 300-year-old experience. Taking a portion of claims money previously reserved to pay people after a disaster and using it to pay people to avoid that disaster instead.
RACV: Taken in Victoria
CHE Proximity
2 years ago, aspiring photographer Bodhi Bailey had his prized Mamiya 645 stolen from his car. In 2019, when RACV heard Bodhi’s story, they tracked down another rare Mamiya – just like the one he had lost. And insured it with their new Single Item Insurance. It’s cover that that protects your single favourite possession, no matter where you take it. Then RACV commissioned Bodhi to travel across Victoria with his newly replaced camera. 1200 kms. 30 rolls of film. 464 original photographs. The shots he took became the state’s largest open-air photography exhibition with 185 contextual billboards right across Victoria. Every piece of outdoor was also its own connected digital experience. RACV used consumers’ location data to target them with video content, narrated by Bodhi, describing the photographs they’d seen. Viewers could also watch the film of Bodhi’s whole story. Then click through to purchase RACV Single Item Insurance for their own treasured possessions.
RACV: Overconfidence Cover
CHE Proximity
To launch RACV Pet Insurance RACV developed ‘Overconfidence Cover’, a campaign that acknowledged how crazy pets can be. To bring the idea to life, a range of hardcore vet supplies were created in collaboration with world class designers. The car designers from The Fast and the Furious created a wheelchair, the costume designers from Priscilla Queen of the Desert made a cat cone and Lifestyle Channel tattoo stars Bondi Ink created a sleeve tattoo cast. Vets used the tough looking, medical-grade products on their patients. And the patched-up pets became Instagram-worthy ambassadors for the brand via their proud owner’s social media accounts. They also became the stars of a major advertising campaign that included TVCs, display, PR and social.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.