UBD Gregory's & Explore Australia Advertising Campaign 2016
Hardie Grant Publishers
To develop an integrated campaign for the release of the 2016 edition of the UBD Gregory’s Street Directory and Explore Australia in each state of Australia. The brief was to take the previous successful campaign up a notch, to be cheeky and playful again, although this time to potentially create a little more than just an eyebrow rise.
A series of concepts and copy lines were presented with the crowd favourite being ‘Get Routed’ for the UBD Gregory’s Street Directory and ‘From Broome to Ballbrae’ for Explore Australia. Of course, our ‘Get Routed’ copy line was a cheeky play on words, coupled with creative we were sure to get tongues wagging.
We worked on the media plan in conjunction with the clever guys at InFront Media that enabled us to deliver the campaign nationally across radio, outdoor and programmatically online.
Sales of the directory exceeded the forecast amount in Perth, Brisbane, Adelaide and remarkably is Sydney as well. The result in Sydney was primarily due to the fact that ‘old’ Ray Hadley took offence to our ‘Get Routed’ campaign and requested it be taken off air, which of course gave the campaign invaluable PR.