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 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.
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.
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.
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
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)
We were tasked with a complete rebuild of the Japan National Tourism Organization (JNTO) website to bring in line with digital best practices, align better with core brand values and communicate more effectively with the need states of end users.
We took direct inspiration from JNTO’s brand slogan of “Endless Discovery” and embodied this concept through the information heirachy, graphic design, tone of voice and user interface design of the site.
In practice, this was executed through an endless side scrolling configurable content feed at the top of the website showing all content from the site and then an endless user generated feed of images from social media at the bottom of the page using Circul8’s bespoke social content streaming software, Aggreg8.
JNTO now have a fully brand aligned and responsive owned web channel that allows them to communicate more effectively with the Australian market.
This was launched in conjunction with social media management and a campaign, “The Magic Sakura”.
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.
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.
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.
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.
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.
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.