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NORCO – ADVOCATING FOR FLOOD RECOVERY

The Challenge

Red Havas was engaged by Norco, Australia’s oldest and largest dairy co-operative, to help them navigate the aftermath of the unprecedented Lismore floods, which saw their ice cream facility wiped out and hundreds of jobs at risk. As one of the region’s biggest employers, government funding was crucial to helping safeguard the future of the facility and in turn, employment for their workers which was crucial for the town’s economic recovery.

However, four months on from the floods, while there was ample talk of government support, there was little action and a looming deadline for Norco to make major business decisions. At the time, Norco was receiving a lot of media attention, when all Lismore businesses needed support. While we needed to drive action, Norco’s iconic position in the community, necessitated a broader focus on the whole business community, both to align with the co-operative values of Norco, and to limit risk associated with a continued focus solely on the needs of Norco.

The Solution

Supported by the local Mayor, we formed a coalition of major businesses calling on the governments for greater support for the entire region. We also used Norco’s deadline for major business decisions to set a timeframe on urgency of action.

We hosted a major press conference at an iconic Lismore location and implemented a strategic editorial plan which saw the story achieve widespread local, metro and national coverage – in addition to government funding which helped secure ongoing employment for Norco workers and in turn, support for the Northern Rivers region.

The Results

Initially, $17.7M which included: The NSW State Government announcing a $15M contribution to the Anchor Business Support Package and $2.7M in Federal Government funding for Norco enabling an additional 10 weeks employment for ice-cream factory employees. In total, $48.7M in total funding for Norco to support the rebuild of the ice cream facility
1 x prime time national TV appearance – 60 Minutes, 4 x breakfast television appearances spanning Today Show, 10 News Breakfast, ABC Breakfast and Sky News
590 pieces of media coverage. 10.6M audience reach
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The Palau Pledge

The Challenge

The Republic of Palau is a breathtakingly beautiful small-island group in the Western Pacific. In the past three years, the country has seen a massive growth in tourist numbers. The rise now means almost 160,000 guests annually enter Palau, which has a comparative population of 20,000. The Palau Legacy Project, a tourism marketing body that works alongside the government to prevent environmental degradation through long-term sustainability projects, recognised that without urgent action, it would get to the point where it was too late to protect some of the most unique parts of the country, which are already very fragile and delicate.

The challenge was to find a healthy balance between encouraging tourism without compromising the local environment and Palau’s distinctive Micronesian culture.

Palau Pledge

The Solution

The strategic approach was to ensure that enforcement and encouragement is seen as being everyone’s job. We wanted to promote an active understanding of personal responsibility towards the environment and encourage sustainable actions, setting a strong example for visitors to Palau and locals.

We created a new entry visa process whereby all arriving visitors must now sign a pledge, The Palau Pledge, stamped in their passports, signing them up to be environmental stewards. This mandatory agreement, which is dedicated to the children of Palau, is a formal promise to act in an environmentally responsible way on the island. It is the first such immigration policy in the world and required working with the government, the tourist industry, airlines and citizens. The Pledge was issued in English; Chinese (Simplified); Chinese (Traditional); Japanese; and Korean, and used across a range of communications.

The Results

1.7 billion media impressions in four weeks with thousands of media items across 30+ countries
Hundreds of global influencers and well-known organisations and businesses have signed the Pledge
Over 2 million people will have signed the Pledge within its first 10 years
Over US$450k in donations to help protect Palau
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LAUNCHING THE WORLD’S BIGGEST BATTERY: NEOEN

The Challenge

Promote global renewable energy leader Neoen’s work with Tesla and the South Australian government to fight blackouts by delivering the world’s largest lithium-ion battery and help Neoen own the conversation around renewable energy in Australia.

The Solution

  • Create an aggressive media campaign to promote Neoen as the leader in Australia’s renewable energy movement
  • Bring the story to the media by providing unique video and photography content, behind-the-scenes footage and interviews (by phone and satellite) with spokespeople
  • Develop facts and features on the battery’s impact on the local community of Jamestown—where shops were opening for the first time in a decade—and work with local tourism bodies to pitch the town as a “destination”
  • Educate the broader public—whose support was critical, given that the project was taxpayer-funded—on the importance of renewable energy for the future of Australia

The Results

More than 12,000 pieces of coverage globally across print, online and broadcast that included Neoen
Wall-to-wall coverage that reached a potential audience of more than 1 billion
More than 50 interviews with Neoen spokespeople that syndicated through the coverage
Substantial interviews with Business Insider, The New York Times, The Wall Street Journal and BBC Worldwide
The establishment of Neoen as one of the leading renewable energy providers in Australia
The planning of a second Neoen/Tesla battery installation
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NBCF THE FINAL 9 PERCENT

The Challenge

The National Breast Cancer Foundation (NBCF) relentlessly strives to reach Zero Deaths from breast cancer in Australia – hoping to achieve this by 2030.

With $184M invested in research since 1994, NBCF has helped raised Australia’s five-year survival rate from 76% to 91%, but the job isn’t yet finished. 3,000+ Australian women still lose their life to breast cancer each year – making up part of the nine percent who don’t survive beyond five years from diagnosis.

When COVID hit in early 2020, NBCF fundraising suffered. NBCF’s regular fundraising streams were impacted, and lock down laws meant major in-person fundraising events were cancelled and NBCF pivoted to virtual fundraising.

As a 100% community-funded organization, NBCF had to show Australians that breast cancer research and outcomes could not continue without their attention and continued giving even through this difficult period.

The Solution

We invited all Australians to make an essential contribution to history in a dark time, by demonstrating why they should invest in our path to Zero by 2030. We asked – what if your favourite movies, athletes or jokes finished just before the last act, the trophy-winning shot or the punchline? You’d no doubt feel an immense sense of dissatisfaction and frustration, and you’d be right to! We wanted to capture this feeling and use it to our advantage, because nobody likes to see anything go unfinished, especially breast cancer.

To help Australians step up to the Zero goal by 2030 we devised a compelling platform – LET’S FINISH THIS – The Final 9 Percent.

To show Aussies how significant nine percent is when talking about stopping deaths from breast cancer, we lit up nine iconic Australian landmarks in NBCF’s iconic pink colour on 1st October, kicking off our media coverage.

NBCF even partnered with Click Frenzy to launch a Final Nine Percent sale, driving further coverage, conversations and donations.

From a Social perspective, NBCF’s nine-tile Instagram feature put the spotlight on nine people impacted by breast cancer, and why they are committed to reaching Zero Deaths from breast cancer by 2030, including women with breast cancer, researchers, fundraisers and staff.

The Results

543 pieces of coverage with a potential reach of 95,572,284
35% SOV during the busiest time of year for breast cancer organisations
99% of coverage includes two or more key messages
100% achieved brand dominance
41% of coverage included backlinks, driving audiences back to the website to donate
NBCF reached 2.5 million+ people through digital platform
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MILKYBAR WHIRL: THE MILKYBAR KID-ULT

The Challenge

MILKYBAR Whirl, a deliciously creamy MILKYBAR with a swirl​ of smooth milk chocolate, sought to broaden the brand’s appeal to an older audience with a​ young-at-heart spirit. Albeit, during a global pandemic.

During unpredictable times, our focus groups told us that they yearn for comfort, what is safe and happy, and most people’s happiness’ led them back to their childhood memories of their younger years.

The Solution

MILKYBAR is fondly remembered from Aussie’s childhoods. And what did they remember the most? The MILKYBAR Kid. The child hero that wore a cowboy outfit, rode a horse, and shared the delicious chocolate bars with the triumphant cry of ‘The MILKYBAR’s are on me’. A character people pretended to be, dressed up as and dreamt of being.

MILKYBAR Whirl has a balance of white and milk chocolate (akin to being both young and grown up), so our strategy was to use it to help consumers find playfulness in their day-to-day adult life. By inspiring them to unleash their inner child and by bringing them a sense of light relief, MILKYBAR Whirl was offering grown-ups a license to feel like a kid again.

And what better way of making them feel like a kid again then by allowing them to live out a childhood dream. We resurrected the iconic MILKYBAR Kid. But made it Adult. A MILKYBAR Kid-ult.

The Results

549 pieces of earned coverage across TV, radio, online and social with more than 100 million reach.
When measure against previous MILKYBAR NPD, MILKYBAR Whirl had a 72% uplift in household trial.
In key retailer Woolworths, MILKYBAR Whirl sales were doubled in the first six weeks following launch.
In household penetration, MILKYBAR Whirl achieved the six-month benchmark in just 16 weeks.
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BOOKING.COM AVO-CONDO

The Challenge

Create a PR idea and activation to position Booking.com as the ultimate destination for global travellers looking for unique accommodation offerings. ​

In doing so, showcase the diversity of Booking.com’s accommodation offerings and unique stays, as well as educate and create a sense of urgency to motivate travellers to book in a timely manner.​

The Solution

To create a timely moment for travellers to book unique accommodation on Booking.com, we created the world’s first avocado-shaped condo, the Avo-Condo, to celebrate National Avocado Day on July 31, 2019.​

Activated at Sydney’s Campbell Cove on Circular Quay, the Avo-Condo was complete with avocado-themed props and furnishings, all with a world-class view of the iconic Sydney Harbour Bridge and Opera House.​

The Avo-Condo was available to book for two nights – July 31 and August 1 – and two lucky consumer pairs were treated to a truly unique and quintessentially Australian overnight stay experience.​

The Results

441 pieces of coverage globally across print, online and TV, with a cumulative reach of 14 billion.
Achieved cut-through in global news and coverage in 25 markets by hi-jacking and spearheading a trend relevant across different cultures.
Secured two consumer stays within 30 minutes driven by earned media coverage.

Categories

Experiential

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BEN & JERRY’S AND 4 PINES NITRO BEER

The Challenge

Raise awareness of the ‘beer for good’ collaboration and its reason for being, establishing Ben & Jerry’s and 4Pines as planet-loving brands on a mission of securing clean, affordable, community-owned energy across Australia.

The Solution

  • PR | Drive talkability about Ben & Jerry’s and 4Pines’ mission through consumer and lifestyle media
  • Social Media | Drive awareness on social media through engaging and unique content
  • Experiential | Connect media and influencers with the brands through product trial

The Results

183 pieces of online media coverage
29 pieces of broadcast media coverage
Total audience reach of 61,400,000
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FUELING POWER WITH TASSAL SUPER SALMON

The Challenge

We sought out to elevate consumer awareness of the Tassal brand and the health benefits of eating salmon proteins regularly, whilst motivating consumers to purchase Tassal salmon more frequently as part of their family meal solutions. Additionally, we had to leverage Tassal’s annual partnership with the Big Bash League’s Hobart Hurricanes cricket team.

Tassal Salmon Super Powers

The Solution

We rebranded to ‘Tassal Super Salmon’, creating an active and informative dialogue with families through three tactical initiatives:

Tassal Super Salmon Ambassador 

We partnered with leading Aussie Nutritionist Susie Burrell to champion the ‘Super Salmon’ platform and reveal the official formula for creating the perfect healthy lifestyle with super salmon at the heart. Susie developed fun, factual tips and tricks, as well as recipes, to show consumers how salmon can form part of a balanced and healthy lifestyle.

Tassal Super Sundays

Along with the Hobart Hurricanes, we took Susie on tour and hosted fun and insightful events in Sydney, Melbourne and Adelaide for families, media and influencers. The events combined salmon education, cooking tips and demonstrations with the chance to apply ‘Super Salmon’ powers and get active playing gamed with some of Australia’s leading cricketing stars.

Tassal’s Superpower Meal Generator App

Taking this further, we created a one-stop shop where Aussie families can navigate through the meal planning minefield and be inspired by salmon recipes via a dedicated web, mobile-optimised application. Rather than searching by cuisine, we created a different type of platform which enables you to ‘search by superpower’. Kids can take advantage of the app with the aim to inspire them to get on board with healthy decision-making due to their desire to want superpowers.

The Results

192 pieces of traditional media coverage - 90% referencing Super Salmon and Super Power key messages
13,034,575 cumulative readers
450 attendees to Tassal Super Sundays events across three states

Categories

Public Relations

Content Creation

Media Relations

Influencer Relations

Event Management

Digital

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CHAMPIONING RESTAURANT PARTNERS – MENULOG RESTAURANT AWARDS

The Challenge

As Australia’s widest-reaching online food delivery service, Menulog connects more than 3 million customers with over 12,000 local restaurants via menulog.com.au and mobile apps. With such a high volume of restaurants on the platform, the challenge was to show support and promote the success of well-performing restaurants on a local level.

We needed to show Menulog as a true partner for Australian restaurants wanting to grow their business. As part of this, we sought out to shine a light on the local owners’ stories and profile their expertise to the media.

Menulog

The Solution

Red Agency helped launch and promote Menulog’s Restaurant Awards (MRAs) – a biannual awards initiative which runs in the Summer and Winter, designed to reward top performing Menulog restaurants and generate talkability for the brand.

Categories for the awards span national, state, local and category winners, so we crafted multi-faceted media strategy to generate earned media coverage across national news, food, lifestyle, trade and local media outlets. Throughout the awards series (now in its fourth year), we have profiled almost one hundred individual restaurant winners in their local media and selected the most news-worthy to showcase at state and national level across TV, radio, print and digital.

As part of Red Agency’s continual social and media listening practices, in 2019 we recommended new food categories based on food trends, consumer demand and local quirky dishes and cuisines to appeal to the current news agenda, continue to drive the profile of the brand and winners, and demonstrate Menulog’s industry leadership.

The awards have been so successful that now media approach Red Agency for news on the next round of winners.

The Results

202 pieces of media coverage including broadcast, national and regional
6 million cumulative reach
69 local restaurant owners profiled across the country

Categories

Food and Hospitality

Public Relations

Media Relations

Consumer

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BRINGING THE SNOW TO AUSTRALIA – BOOKING.COM SNOW GLOBE

The Challenge

The Christmas holiday period is a key time for travel and holiday consideration. As one of the world’s largest travel e-commerce companies, Booking.com wanted to not only be part of the conversation to showcase the variety of holiday and accommodation options it has, but to lead the media agenda and show their expertise in the industry. We were tasked to raise mass awareness of the brand at a critical booking period of year and achieve coverage cut through against the other brands’ festive offerings.

booking.com snow globe

The Solution

There is an ongoing cultural debate around an Aussie hot Christmas vs a ‘traditional’ White Christmas and how many Aussies have seen snow over the festive period – we recognised this point of debate and set out to find out once and for all…

To create newsworthiness, we commissioned nationwide research and it revealed that more than 8 million Australians have never experienced a White Christmas and dream of one and 9.5 million Aussies feel that they are missing out on a magical Christmas by living in Australia.

Turning data into action, Booking.com brought the snow to Australia with the Booking.com Snow Globe – a cabin themed snow dome complete with a real Santa Claus inside and falling snow to give consumers a taste of the White Christmas magic. The activation was open to the public on popular Aussie beach, Cronulla, over a weekend.

We worked with The Today Show on a weather cross exclusive to launch the snow globe and discuss the headline statistics from our research. We also seeded out imagery of the snow globe juxtaposed with the beach sand as our hero imagery for a striking travel story.

We also unearthed and collated inspirational ski chalets, snow globes and igloo properties on Booking,com for holidaymakers to consider to drive on-site bookings.

The Results

Over doubled our KPI target to achieve 181 pieces of coverage
Reach: 4.6 million
34 pieces of top tier broadcast coverage including The Today Show live cross, 2DAY FM and 6PR Perth

Categories

Event production

Public Relations

Stunt

Travel

Media Relations

Consumer

Projects

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