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Category: technical

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

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.

 

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

Howe’s Life Campaign

CHALLENGE

Only 49% of Aussies know where Lord Howe Island is. Lord Howe Tourism needed a campaign to raise awareness of the island’s secluded location off the coast of NSW.

SOLUTION

We looked at life on Lord Howe, and the reason why so many are repeat travellers. Using this research we created Howe’s Life, an interactive parallax website which brought to life different aspects of the island’s offerings.

A social aspect of the campaign saw visitors select an inspirational quote and share it as a design for their chance to win a trip to Lord Howe Island.

RESULT

The campaign was successful on a number of levels, increasing Facebook page fan base by 1200% to 15,900 fans, generating 21,200 visits to partner websites and 1056 bookings to Lord Howe Island itself.

  • 155,000 page views (34,500 entries)
  • Shared by Tourism Australia to 5m fans
  • Won silver at W3 Awards NYC 2013
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.

13
Apr

Send A Whale

CHALLENGE

Greenpeace wanted to reach outside their loyal supports to collect signatures for a petition against whaling in the Southern Ocean to be sent to the Japanese government before the IWC.

SOLUTION

We developed a viral social media campaign predicated on a simple thought – save a whale by sending a whale. People visited our campaign website to create and customise their own origami whale with a range of cool paper and accessories. After signing it and signing up, these were sent directly to none other than the Prime Minister of Japan.

RESULT

The campaign achieved huge success across social media, with over 180,000 signatories and over 50,000 links to the campaign generated on Google. Send A Whale won the Webby People’s Voice Award (Not-For-Profit category) in 2009.

 


 

 

“Greenpeace has worked with Circul8 on several projects, including the Origami Whales micro-site, which became one of our most successful online campaigns ever. We have an experienced in-house team, so we need an agency that can work collaboratively… Circul8 is a perfect fit – they share our passion for using technology and creativity to inspire positive change, they are a powerhouse of ideas and aren’t afraid to venture into new territory, and they consistently deliver innovative and beautiful material. The Circul8 team are great to work with, and I recommend them to anyone…”

Crina Belevi, Senior Online Producer

Greenpeace Australia

13
Apr

Find Your Spirit Animal

CHALLENGE

Street teams are costly – and in the long run, not that effective. Greenpeace approached us asking for a digital acquisition model.

SOLUTION

We all have an ecological spirit inside us somewhere. To bring it out, we created a fun and entertaining quiz called Find Your Spirit Animal which revealed a user’s unique animal identity and collected entrant details in exchange for an eco-friendly reusable sticker of their spirit animal.

RESULT

Greenpeace got in the green with cost per acquisition reduced by 65%, approximately 400% lower than face-to-face fundraising. Retention for the first 12-month period also increased and Find Your Spirit Animal was rolled out in other regions globally (UK, NZ, Switzerland) as a hot lead generation tool.