WHAT I SAY ABOUT ME
WHAT I SAY ABOUT ME
WHAT I SAY ABOUT ME
WHAT I SAY ABOUT ME
WHAT I SAY ABOUT ME
In a world in which technology, society and personal attitudes have dramatically changed the way consumers behave, it’s not enough to have good ideas.
You have to be able to blend superb strategic thinking with awesome channel and distribution knowledge, incredible instinct, plus brilliant ideas.
I’m a rare breed (in a good way), marrying it all with an entrepreneurial spirit and a jolly good sense of humour.
If you like the sound of all that and need a sparkling campaign idea, a laser-focused content strategy, a stand-out video treatment, a magazine launch or something else, get in touch.
AAMI Safe Driver
HOW DO YOU LAUNCH a safe driving app (zzzzz) for an insurance company that people legitimately want to download and use?
You cleverly and creatively tap into the competitive psyche of a nation. You gamify the experience, then you use content and tech innovation to keep fuelling interaction and conversation.
With the AAMI ‘Driver Duel’ campaign we got people talking as they challenged each other to their own ‘Driver Duel’ to see who was the better driver.
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To create awareness, we invited their lovable TV characters to kick off the campaign by challenging each other; we created Facebook profiles for the pair of them; then recorded challenge diss video content to bring it to life.
To ensure engagements, we stoked the competitive fire with prank article generators, quizzes, challenge ‘call-outs’ and other social amplification pieces. And to provoke conversation, we launched a real-time social media newsroom that used data from downloads, celebrity spats and trending news (Justin Bieber's pants) to inject Driver Duels into the public conversation.
These combined initiatives ensured we smashed our KPI – to get 100,000 downloads within 3 months – in just 6 weeks.
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This was a 360-campaign driven by data (downloads, social listening, app interaction and more) which was brilliant. Where you apply that thinking (as I did for Champneys, Hertz and many others), the results are incredible.
