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Category: Digital campaigns

28
Oct

#FIJINOW

THE CHALLENGE

On 20 February 2016 Fiji was hit by the biggest storm in the country’s history, Cyclone Winston. In the wake of Cyclone Winston, visitor arrivals to Fiji plummeted. Tourism Fiji needed a market-ready campaign to counteract the negative media that was making people nervous about travelling to Fiji and cancelling their holidays.


 

THE SOLUTION

The most authentic and believable way to show that Cyclone Winston hadn’t affected some parts of Fiji was to publish real-time images of unaffected areas of Fiji and the fastest way to get this to market was Social Media. We immediately launched the #Fijinow hashtag encouraging people on the ground in Fiji to become our content creators and share imagery. Circul8 created a tagline ‘Bula As Usual’ to echo the bula spirit of the Fijian people during this recovery time.

We lined up a group of social media influencers with a global following of over 1.3 million to travel to Fiji and share their experiences in real-time. Our influencers were tasked with demonstrating to their followers around the world on Instagram, Facebook, Twitter & Snapchat that “This is Fiji Now”, it’s “Bula as Usual” and Fiji had recovered quickly and many resorts had returned to normal. The influencers also promoted our campaign hashtag.

Circul8 set up a bespoke version of our custom content aggregation tool, Aggreg8, to feature as a campaign hub on the official Tourism Fiji website and dynamically show a live updated feed of images directly from our influencers in Fiji and other travellers using the hashtag #fijinow.


 

THE CHANGE
  • – The #FijiNow campaign restored consumer confidence to book a holiday to Fiji.
  • – Fiji visitor arrivals are at record levels in 2016 with a 4.8% increase in visitors in August 2016.
  • – Video content received over 627,000 views
  • – 1.16 million engagements on social media
  • – 25 million campaign impressions
  • – Tourism Fiji social channels grew by 19,330 fans
  • – Estimated media value of campaign $290,000

 

13
Oct

Paradise Begins with Aloha

THE CHALLENGE

Hawaii Tourism came to us with a problem. They wanted to distinguish themselves from other island tourism destinations in the Pacific available to Australians and increase bookings made during the off peak period.

 


 

THE SOLUTION

We began with one question: what makes the Hawaiian Islands unique? White sand beaches, crystal clear waters and panoramic vistas await travellers to these islands in the middle of the Pacific, but what truly makes Hawaii a paradise is the spirit of aloha that shines through in welcoming smiles, friendly gestures and warm greetings.

Paradise begins with Aloha.

We created a campaign that would emphasise this spirit, inviting users to head to our visually immersive website, to explore what’s on offer across the four main islands and to create their own custom itinerary for a trip to Hawaii from a selection of activities that would best capture the aloha spirit. One person submitting their itinerary w

The campaign was promoted through paid media on social and through eDMs, through display banners and through 30 second and 15 second pre-roll videos for each of Hawaii’s four main islands.
 


 

THE CHANGE

The campaign immediately started to generate interest for all four of the Hawaiian islands as people fell in love with the Aloha spirit and the experiences on offer.

This was reflected in the incredibly high level of engagement of people visiting the website. Users interacted with the content multiple times and spent on average over 6 minutes on the page. Over 1 million interactions were made with the campaign, with an almost even dispersement of engagements per island. The lack of significant drop off between islands shows that the campaign generated wide awareness of the offerings available through the four main islands and of the unique aloha spirit.

Combine this user interaction with over 14 million paid media impressions and it’s clear that the campaign well and truly established the spirit of aloha as an incredible and unique travel offering, only available in the Hawaiian Islands.

13
Oct

Vanuatu, Discover What Matters

THE CHALLENGE

In March 2015 Tropical Cyclone Pam, the most powerful cyclone to ever hit the Pacific, devastated Vanuatu in what was one of the worst natural disasters in the history of this small nation. This all but crushed the country’s tourism industry. Flights were cancelled, resorts were empty, the money that tourism brings could not be used to help kick start Vanuatu’s resurgence.

Following the restoration of people’s homes and basic services, Vanuatu needed a recovery campaign, one that could raise awareness of Vanuatu’s offering amongst the Australian and New Zealand public, remind them of the natural beauty, welcoming people, and incredible experiences available, and inspire them to book flights and travel to Vanuatu.

 


 

THE SOLUTION

We started by establishing an overarching creative concept to run out through multiple channels. Our creative concept returned to the core of what makes Vanuatu an incredible destination, establishing eight defining tenets. In a world where we are constantly switched on and caught up amongst our immediate concerns, it’s easy to lose sight of what matters; Vanuatu is a place where you can slow down, refocus, breathe, take it all in, and discover what matters.

Our first step was to create a new, visually spectacular website where people could firstly be inspired to travel to Vanuatu, and secondly, could easily access all the information they required to book a trip. The 8 central tenets were key to the structure of content through both the inspiration and information channels.

We created a TVC to reach our broad target audience with an emotive story driven message. Here, we show a middle aged working couple, successful but caught up in the needless distractions of modern life, who are following the guidance of an older wiser narrator, and discovering that what matters has been right in front of them all along. The awareness element of the campaign was supported further through paid media and print media across travel and specialty magazines.

Our TVC was followed by an engagement campaign that prompted the general public to focus on the unappreciated friendships that have been right in front of them all along, inviting them to share a moment between themselves and a friend that was important to them, for the chance to win a trip to Vanuatu, where they could slow down and forge new unforgettable memories with their friends.

 


 

THE CHANGE

Vanuatu saw a 22% lift in visitor arrivals from Australia as a result of the campaign.

Further, the campaign provided lasting platforms, assets and marketing tools to Vanuatu Tourism Organisation that they can continue to utilise. The 8 central tenets established through the campaign have come to define Vanuatu, and will continue to provide content and campaign themes into the future.

 

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.

21
Jun

Discover Magical Kenya

CHALLENGE

Kenya is a rich and diverse holiday destination with many different experiences on offer to Australian travellers. How can we highlight all the different aspects of a holiday in Kenya in a way that resonates with the Australian market?

SOLUTION

We sent 5 influencers to Kenya, each tasked with documenting different product categories that Kenya wanted to highlight: Wildlife, Adventure, Luxury, Culture and Conservation.  We then used this content to create 5 themed stories of their experiences, with the public able to enter to win that adventure at the end of each. Our campaign partner, Canon, opened up exposure to an even wider audience. 

RESULT

We hit double our target for database growth with more than 50% of traffic to the website from new users and an average bounce rate below 35%. The users loved the campaign and gained a new awareness of the various of experiences on offer from a destination like Kenya.

24
Sep

Fiji SUN-SET

CHALLENGE

To create a digital/social campaign that creates awareness of Fiji being a place that “will make you happier than anywhere else in the world” whilst driving database growth and an increase in fans across Facebook.

SOLUTION

Born from the insight that sunsets receive unprecedented engagement on social media and Sunset Relaxation Therapy being a proven therapeutic measure to reduce stress, we proposed Fiji SUN-SET.

We invited users to kick back, relax and enjoy a minute of soothing sunsets direct from Fiji. After the minute, they were able to enter to win an all expenses paid trip to visit the shores of the happiest place on earth and see the Fijian sunset for themselves.

THE CHANGE

The campaign yielded huge results, with a reach of over 5.7M, database growth over 115k and a fan boost of +95K.

An incredible 92% of users viewing the microsite went on to enter the competition.

 

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%.

11
Aug

Sh*t mates don’t say

THE CHALLENGE

Men are 84% more likely to die of preventable cancers than women, and about 100% less likely to talk about their health. Cancer Council NSW wanted to tell it like it is to men aged 35-50, old enough to develop cancer but still young enough to prevent it.

 


 

THE SOLUTION

Giving a twist to then viral meme ‘Shit Girls Say’, Shit Mates Don’t Say was an integrated website centred around a fun video piece which hammered home the things men don’t say to each other, but should.

EDMs, social activations, a live Q&A session, ambassador program (involving Bondi Rescue, Scott Cam, Jude Bolton, Annalise Braakensiek and Vashti Whitfield), and a heavy PR component helped grow the campaign.

 


 

THE CHANGE

Being bold paid off. The campaign generated an advertising equivalent of $2.1m and saw a 4% increase in the number of helpline calls from men in the immediate campaign aftermath.

  • Aired on Channel 10 Breakfast Show and Channel 9 Today Show
  • Won at 2013 W3 Awards (Gold and Silver)

 

23
Jul

G20 On my Agenda

CHALLENGE

In the run up to the G20 summit in Brisbane, Tony Abbot removed Climate Change as a subject for discussion as he did not want to “cloud discussion on economic issues”. Ironically, Climate change will affect everybody in every walk of life, including the economy. Harnessing the power of the Australian public, we wanted to put climate change back on the agenda.

SOLUTION

We partnered with WWF, Greenpeace, GetUp, Earth Hour, AYCC, Oxfam, 350, ACR, and 1 Million Women to create a multi language dashboard empowering users to tweet directly at their local representative to let them know that they want climate change to be on the agenda.  Politicians that publicly supported our campaign were turned green during the course of the campaign.

RESULT

During the campaign, 50k tweets were sent using our trending hashtag #onmyagenda with a reach of over 10.5 million. Our thunderclap was released on 14th November by over 3000 people with a reach of 1.6 million. 5 attendees of the G20 showed support for our message including Angela Merkel, David Cameron and Barak Obama, with The President Of The EU Commission, Jean Claude Juncker,  actually using our hashtag within his tweets. Our Campaign was picked up by press and advertising publications alike, most notabley featured in Mumbrella, BandT, 7 News, Brisbane Times and The Guardian.