PARKINGPLUS STRATEGY, POSITIONING & CAMPAIGNING

HOBART INTERNATIONAL AIRPORT

The brief was simple; how do we improve airport parking perception and performance. Many people don’t park at the airport because it is negatively perceived in market as expensive and inconvenient.

WHOLESOME LIVING RANGE - BAKERS DELIGHT

Post the launch of the new Wholegrain Lo-Fo Loaf, the entire Wholesome Living Range was re-launched into the market. This called for new photography and updated styling of the product range to appeal to parents and children alike.

BRAND CAMPAIGN, TVC, ONLINE ADS & OUTDOOR - REALESTATE VIEW

Realestateview.com.au came to us with an ambitious plan to penetrate the Tasmanian market. The challenge; how do we differentiate ourselves in a market that is heavily dominated by the two major competitors? What is our value proposition and how do we communicate that in a clever and engaging way?

KICK START FRANCHISE RE-LAUNCH - BAKERS DELIGHT

Bakers Delight runs two streams of Franchise recruitment, one external, the other internal. Whilst external recruitment tends to receive more love, it was identified that conversions of internal leads proved more plentiful. As such the internal franchise model and collateral needed a solid strategic approach and visual refresh.

DOUBLE DECKER STRATEGY & LAUNCH - SKYBUS

As a result of a change of ownership and the installation of a new management team, the SkyBus business was given an overhaul. Every aspect of the business was reviewed and from this it was identified that passengers were happy with the service in general but didn’t perceive the business or the brand as anything above a public service offering such as the bus you would find doing the domestic routes around Melbourne.

Red Crayon was engaged to develop a series of campaigns that would shift the perception of both the SkyBus brand and the service offering and to de-position the taxi, specifically the cost of a taxi when compared to SkyBus. A fairly difficult task if the buses weren’t going to change. Luckily at this point SkyBus was also planning to deliver a fleet of brand new Double Decker buses that would be an iconic statement in Victoria.

97 ALMA ROAD, ST KILDA EAST - COLLIERS INTERNATIONAL

Red Crayon was appointed by Colliers International to develop a property identity and accompanying Information Memorandum to capture the essence of an ultimate inner-city investment and development site – 97 Alma Road, St Kilda East.

2020 DEVELOPER INSIGHTS SERIES - REALESTATE.COM.AU

Brief
We were engaged by Realestate.com.au to curate insightful and engaging content for their builder and developer audience as a part of the 2020 Developer Insights series. The challenge was to take the annual series, which is normally delivered through a multitude of events, online, and build multiple content streams and stories to bring the 2020 New Home Buyer research to life

Solution
A succinct and diversified content strategy was developed in collaboration with the REA marketing and research & insights teams to form the architecture of this year’s series. Our collaborative approach saw us develop a cohesive and consistent look and feel for the series including a series logo, colour palette and microsite to house the content.

The development of engaging content including animated videos, infographic data packs, Vlogs and podcasts which were subsequently seeded out via multiple channels including eDM, Social Media, YouTube and podcast channels to amplify the series and bring the content to the builder and developer audience.

Result
The inventive and engaging series was extremely well received by the client and the builder and developer audience, with key metrics like CTR and time on site being achieved within the first month.

We are continuing to collaborate with the team at realestate.com.au and look forward to bringing more content to life over the coming months, including live webinars and a series of buyer interview videos.

ADVERTISING CAMPAIGN - LAURISTON GIRLS’ SCHOOL

We were engaged to creatively conceptualise and develop a fresh new advertising campaign that targeted each of the 4 key categories (Prepatory, Senior School, Howqua & Staff) and reflected the prestige reputation of the Lauriston brand.

Each category was required to reflect its own personality so as to stand alone, but also work harmoniously together as a succinct campaign set.

VIDEOGRAPHY, ANIMATION, BRANDING & COLLATERAL - BOB JANE T-MARTS

Bob Jane T-Marts has a national network of franchised and company owned tyre retail stores, making them Australia’s largest independent tyre retailer. Red Crayon works on many different projects, from car livery, through to animated videos and everything in-between.