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Category: Animation

11
Oct

Tinder Takeover

THE CHALLENGE
Women around the world cannot choose how they live their life. Amnesty International Australia wanted more women aged 18-24 to know about their work in this area – particularly the plight of women in Afghanistan.

 


 

THE SOLUTION
We took Amnesty’s message where none had taken it before, where the freedom to choose happens all the time: social discovery app, Tinder.

Our Tinder Takeover campaign was a world-first. Launching on International Women’s Day 2014, the campaign used the online dating profiles of Tinder to increase awareness of women’s rights by displaying hard-hitting messaging such as, “Not all women have the power to choose like you do”, in Tinder profiles.

The Tinder account directed users to a cutting-edge, fully-responsive HTML5 campaign site that extended the conversation around ‘choice’. The site detailed the rights abuses many women face as well as the work Amnesty does to stand up for them, and encouraged users to sign up and show support.

 


 

THE CHANGE
Thousands chose to listen. The campaign’s mix innovative approach to highlight an important issue caught the eye of global media (including The Telegraph and The Guardian) as well as countless tech/human rights blogs.

“We went out with an open brief and were prepared to take a risk. Circul8 delivered a really original concept. We certainly learnt through this successful experiment: if you want innovation you need to provide and leave room for creativity.”  – Caroline Easter, Amnesty International Australia (in The Guardian)

Over 10,000 choices made on the website

 


 

Awards
Webby Award 2015 (People’s Voice Award for Interactive Advertising: Online Guerilla & Innovation)
Webby Award Nominee 2015 (Best Use of Online Media)
IAB Australia Creative Showcase 8.6 2014
W3 Award 2014 (Silver) 2014
Davey Award 2014 (Gold & Silver)
Webby Fifty

21
Jun

The Magic Sakura

CHALLENGE

We were tasked with creating a social media campaign to engage, inspire and educate users about Japan. Additionally the campaign needed to increase JNTO’s social following and grow the database.

SOLUTION

“Hanami” is the Japanese traditional custom of enjoying the transient beauty of flowers, almost always in reference to those of the cherry blossom tree (Sakura) in spring. Our research showed us that our target audience were within the casual gaming market on Facebook, so we combined these two insights and created an origami inspired HTML5 tamagotchi style mini-game wherein consumers could grow and nurture their very own virtual Japanese Sakura tree as well as learn about popular Japanese culture and travel destinations within Japan. As the tree matures and is kept healthy, mythical Japanese creatures fly through the scene and lanterns appear on its branches for the player to collect and earn points. Collecting 50 lanterns earned the player a chance to win a trip to Japan with a friend, to view the cherry blossoms in real life.

RESULT

Within the first few days of launch we had over 3,000 players organically. We knew instantly we were onto a winner.

As the campaign continued we saw engagement sky rocket with over 31% increase in Facebook fans, 175% increase in engagement on social posts, 11+ million game interactions and a dwell time average of 17+ minutes per session. The fans went crazy for growing their own virtual sakura tree and 85% of players returned to the site. Our winning player picked up a free holiday to Japan to experience Hanami for themselves.

11
Sep

Changi Transit Programme

CHALLENGE

When you transit through Changi Airport Singapore, you receive S$40 per person to spend at the Airport. We were tasked with highlighting this incentive programme to the Australian market.

SOLUTION

We created a multi-phase campaign to promote the “Changi Transit Programme” to Australians. The ‘Create A Banknote’ competition invited users to design and ‘put their face’ on a fictitious Changi Airport banknote for their chance to WIN S$10,000 to spend at Changi Airport and two return flights to a destination in Asia of their choice.

Each banknote designed became a stand alone advert for the campaign, including key details on how the Changi Transit Programme works. To incentivise organic spread, users gained additional entries by sharing the campaign with friends over Facebook, Twitter and email.

RESULT

The temptation of putting their face on a banknote and literally ‘printing their own money’ proved a fun fantasy for many Australians.

The 8 week campaign saw 56% in growth in Aussie Facebook fans, and combined phases yielded 160M impressions.

 

 

23
Aug

Discover Arkaba

THE CHALLENGE

How can we engage affluent, domestic & international travellers with the message that “Wild Bush Luxury offers a truly unique Australian wildlife experience that cannot be found anywhere else in the world.”?

THE SOLUTION

We invited users on a luxurious multi-sensory journey through the experiences that you encounter on a trip with Wild Bush Luxury. At each stage of their journey, the viewer was able to personalise their experience be selecting their own preferences, and at the end of which, they could enter to win their final curated trip.

Promoted via email, social media, paid digital media and through our campaign partner, Taylors Wines.

THE CHANGE

1,7M prospective travellers reached through the campaign.
Almost 100,000 page views on the microsite within 8 weeks.
Followers on Wild Bush Luxury’s Facebook page increased by 67%.

14
Jul

100 Years of Great Weekends

CHALLENGE

Toga Far East Hotels (TFE Hotels) saw an opportunity to cement itself as the authority when it comes to the weekend with an offer no one could refuse – the opportunity to win 1 of 52 weekends away. Together, we developed a digital-led campaign around this.

SOLUTION

We discovered that the modern 2-day weekend is just short of a century old, and with this insight, created an inspiration gallery for people to celebrate the past 100 years of great weekends.

Users post pictures from their greatest weekend for the chance to win one of the weekends away. Hotel information, contextual deals and offers were integrated into the gallery content. Printed collateral, banner ads, and EDMs sent by partners Virgin Velocity and CareerOne further bolstered the campaign.

14
Jun

Royal Caribbean

 

THE CHALLENGE

Royal Caribbean Cruises wanted to attract ‘New to Cruise’ prospects, fuel their earned media strategy and demonstrate that Royal Caribbean are the most innovative cruise line in the world.
 


 

THE SOLUTION

Circul8 launched a world-first social campaign for Royal Caribbean Cruises. Using Instagram’s newly launch 15 second video technology we created the InstaFilm Festival. User videos were submitted via Instagram and a campaign website and the festival was held onboard a cruise ship in Sydney Harbour.

We looked at the moments that make Royal Caribbean passengers go wow, and encouraged those not on board to film their own WOW moments as part of the world’s first Instafilm Festival.

‘The InstaFilm Festival’ social media campaign aimed to create brand awareness and engagement around the “Designed for WOW” campaign and attract earned media.
 


 

THE RESULT

Followers on the Royal Caribbean Instagram account increased by over 900%. We received entries totaling four and a half hours of footage. We watched 54 sunrises, performed 17 skydives, and hung ten with 32 surfers – and our lucky winners were announced in a lavish red carpet ceremony onboard the Voyager of the Seas.

 

14
Apr

We Love Wool

CHALLENGE

The Woolmark Company needed a presence on social media to keep wool top of mind in the heads of 24-35 year old fashion consumers.

SOLUTION

We wove together a 2-year social media strategy with the launch of Facebook community, We Love Wool. Like a perpetual catwalk, woolen looks processed down fan’s Facebook feeds daily, gradually altering the perception of wool.

Woolmark Company events were covered and co-promoted on We Love Wool, such as London Fashion Week and the International Woolmark Prize, as well as collaborations with online retailers such as ASOS and Country Road.

RESULT

By the end of the campaign, 465,000 Facebook fans and 3,500 Twitter followers had flocked to our social media platforms.

11
Mar

Gif Wrap

THE CHALLENGE

Wrapping paper is usually bad, bland and tacky. We wanted to bring wrapping back to life.
 


 

THE SOLUTION

We combined the long-held tradition of sharing gifts around the Christmas tree, with the modern-day habit of sharing GIFs around the office, and created GIFwrap – the world’s first interactive GIF-themed gift wrap.

All users had to do was pick, print, wrap and then scan their wrap with AR reader app Layar, and their selected GIF would reanimate before their eyes.
 


 

THE CHANGE

Unanimously loved by our clients, adored by parents and their kids, and nominated for the Augmented Reality category of the 2014 Webby Awards – GIFwrap got a very good wrap.

 

11
Sep

Find Fashion by Feelings

CHALLENGE

Wool was not seen as “cool”. The Woolmark Company asked us to reweave the perception that wool is only good for nannas with knitting needles and reach a new generation of wool consumers.

SOLUTION

Leveraging research that the premium ‘feel’ of wool was at the top of buyer’s minds, we created a fully integrated social media campaign, kicked off with Find Fashion By Feelings.

Find Fashion By Feelings was a global competition to find the most loved wool look, run in partnership with Westfield Sydney. Users submitted their look under a feeling category (cute, sexy, dark etc.) for the chance to win.

RESULT

Find Fashion By Feelings accrued over 1.1m page views, reached 112m people and made 120m media impressions. Take that, nanna!

  • 18,000 looks and 8,000 comments posted
  • 2400% email database growth
  • Awarded FWA Site of the Day, Dope and W3 Awards