UBD Gregory's Advertising Campaign 2015
Hardie Grant Publishers
To develop an integrated campaign for the release of the 2015 edition of the UBD Gregory’s street directory in each state of Australia. The message was to be cheeky and playful and at the same time needed to cut through the digital/GPS revolution taking over the mapping space.
The client most connected with the concept ‘Tell Someone Where to Go’, an older phrase that was delivered in a very cheeky and playful way.
Another of our concepts poked fun at the ‘What a Legend’ campaign rolled out last year by Melway with a cheeky tag line aimed squarely at their minimal coverage outside of Melbourne. The concept featured the development of a 75th anniversary logo and an image of an iconic, leathery, Jack Palance-style brand ambassador.
Although the client loved both ideas, we decided that we’d have more cut through nationally by telling our prospective purchasers ‘where to go!’
The media plan that we worked on in conjunction with the clever ladies and gents at InFront Media, enabled us to deliver the campaign nationally across radio, outdoor and online.
Sales of the directory exceeded the forecast amount in Perth, Brisbane and Adelaide.