2 April 2012
We know looks aren’t everything, but working with our fantastic client Panadol to help inject a fresh feel into their Australian and New Zealand websites has left all of us feeling better about ourselves.
A new suite of contemporary images, better graphical sign-posting and a rotating carousel are just some of the homepage updates that lend the site a more dynamic look.
Combine the change of visuals with social media integration, promotional drivers and improved SEO right across the site, and we’re starting to build substance as well as style!
It’s still a work in progress, but check it out……
17 March 2012
'Mumma's making Kan Tong, doesn't take long,'
Some jingles last forever, this one instantly calling up fond foodie memories for every true blue Aussie! So when the phone rang and Onepartners were tasked to refresh www.kantong.com.au, we jumped at the chance to work with this iconic brand that epitomises Aussie Asian culture, both old and new.
Our challenge was to bring the platform up to date with a modern look and feel whilst staying true to the brand essence, long heritage and DNA.
Kan Tong represents healthy, happy families and provides a simple way to inject some much needed fun and variety into the dinnertime routine. We took this key insight and shaped our approach to showcase 'fun family meal times' bringing these moments to life for the brand. Out of this core thought blossomed the ‘Kan Tong, Kan do’ creative platform, which further reinforced this insight and drove home Kan Tong’s credentials as the fun, family friendly way to create nutritious and healthy meals.
Our new look and feel feature bold exciting colour palates, vibrant imagery and new lifestyle photography to give a 'fresh' personality to the brand.
At the core of our digital thinking was the focus of placing the most consumer friendly, relevant information at the fore. To achieve this our digital ninjas undertook a detailed appraisal and complete redesign of the structure of the site to deliver an optimal user experience.
Our client couldn't be happier - take a sneak peek for yourself.
15 March 2012
And so it begins… again!
For the fourth year in a row the Onepartners team have taken this iconic promotion and, with an extra ‘roar’ of excitement, made it even bigger and better than before.
The challenge for Oneparters, as ever, is to ensure we continue to keep our loyal consumers, whilst building up from the bottom. Key to this is recruiting a new wave of young Paddle Pop lovers.
This year’s campaign “Paddle Pop Begins” has a real burst of prizing. Moving from just over a million prizes to over 2 million opportunities to win. And without doubt, the best prize pool the activity has seen developed.
Creating and working in partnership with Activision, we negotiated hard to secure the must have game of the year – Skylanders – virtually becoming the only place to get hold of the game after shops emptied out over the Christmas period. We were also able to secure awesome prizes with Xbox, family trips to Disneyland and even ‘design your own’ BMX bike, making this year prize pool the biggest yet for Streets – all on the same budget as previous years!
Developing an adventurous look and feel to suit the “Paddle Pop Begins” theme, continuing to build the brand equity of the Paddle Pop lion character and making sure the prizes became the hero, the promotional lock-up was developed.
This same creative was applied to a range of in-store touch-points from packaging through to range-cards, driving the ever important in-store presence.
12 March 2012
Last year we were tasked with launching Sensodyne Repair& Protect, a groundbreaking toothpaste that marked a major change in oral health for suffers of sensitive teeth. The revolutionary new active ingredient, Novamin, was proven to actually repair the damage in sensitive teeth.
Terribly exciting news for all involved. But let’s be honest, how much do consumers think about their teeth, really? Not much, as this category is known for its notoriously low engagement. Herein lay our challenge!
We knew we needed to create something more emotional or meaningful for our audience to engage with, whilst also delivering our revolutionary product development news.
Our idea was to create a digital experience of what ‘repair’ could mean to our target audience.
We delivered ‘Project Repair’. A 4-week Holistic Lifestyle Repair program that takes people through a journey of repairing their health, career, relationships or finance – delivered to their Facebook wall daily.
By focussing on more emotionally invested areas of people’s lives, we knew we could create more reasons for women to engage with repairing their sensitive teeth. We also needed to position Sensodyne as a brand that was relevant to ‘me’, and did this by launching a multi-channel, multiplatform awareness campaign – with all traditional media also driving online where this was possible (via QR code).
Instore, demonstration teams delivered an iPad experience that illustrated the repair power of Novamin directly to the shoppers. This interaction not only raised awareness but also helped to drive sales at the point of purchase. Targets locked, engaged and repaired!
9 March 2012
New web-life for your favourite Dolmio puppets
Puppets, puppets, puppets – who knew they had so much depth and meaning? Well we do now. Especially after meeting the Dolmio Family!
Onepartners recently had the pleasure of working with Mars global brand Dolmio to redesign and create an elegant, simplified and SEO friendly web experience for Dolmio Australia.
Here is a sneak peak at the new site.
We’ll be sure to let you know when the new site is up – so you can see how we’ve refreshed the Dolmio grin!
6 March 2012
We're especially proud of this one... a project that brought the whole Onepartners team together to deliver.
Panadol’s brief to us in 2011: disrupt competitor momentum, reconnect with consumers on an emotional level and refresh the brand for future generations.
Working from the global messaging platform 'Body First' and the insight that deep down everyone wanted to do more, feel more and achieve more, Onepartners created the activation platform ‘Inspiring Every Body’, a rallying cry for all Aussies & Kiwis to make the most of their bodies.
From this we created a program that bridged the digital and physical worlds in a truly complementary way. We tapped into people’s desire to do more by facilitating achievable, shared and personalised fitness goals.
This was made possible through a new Facebook community and App making customised training, tools and tips possible for our broad audience. Onepartners also activated the program at events like Sydney’s City2Surf, Melbourne’s City2Sea and Auckland’s Marathon.
‘Inspiring Every Body’ was spearheaded by our brand ambassador, Olympian Melinda Gainsford-Taylor and amplified through strategic partnerships with Channel 10, Fitness First, Fairfax and Pac Mags.
As Panadol's most successful through the line activity ever, the campaign reached over 5.5 million Aussies and Kiwis with Panadol Inspiring Every body, including over 100,000 participants at race events.
24 February 2012
Vodafone was Onepartners foundation client and we are proud to still be working with them 8 years on. Our work with the Vodafone sponsorship team has covered Rugby, AFL, Grand Prix and more recently cricket. We love cricket!
The 2010/11 summer of cricket was a biggie. The old enemy was here to create history and win the Ashes on Aussie soil, while Vodafone were celebrating their appointment as naming rights partner for one of the greatest sporting rivalries on earth.
The summer series was one to forget for Aussie cricket fans, but our Business cricket activity for Vodafone, targeting existing business relationships, was a smash hit! To build on that success, Onepartners were tasked with developing a similar program the following season for small businesses across Australia.
In February 2012, we launched the Vodafone Biz Hit, a FREE cricket league created just for small businesses. Vodafone Biz Hit is simple and quite brilliant really! We wanted everyone that came along to be able to have fun and play…and let’s face it we know it couldn’t go on for days…so we took the indoor cricket rules and adapted for outdoor use. Everyone gets to bat, everyone has to bowl and it’s all wrapped up in a fun, FREE, team building exercise.
Vodafone Biz Hit year 1 is underway, and we are all ready planning for year 2.
Be sure to check back for our full season wrap up and action shots of the inaugural Biz Hit Business Cricket League. In the mean time, check it out for yourself at www.vodafonebizhit.com.au
9 February 2012
“Allo, I’m Manu Fieldel” - Dad’s Take at Macleans Mums
It’s not often a vibrant community of 5,000 mums seek advice from a single dad. But that all changed this week with the launch of a new piece of activity called Dad’s Take at Macleans Mums – featuring the very sexy single dad, TV celebrity and notorious chef, Manu Fieldel.
Dad’s Take is not about a man telling mums how they need to harden up, rather, it’s a unique view into the life of a man who has had so much success as a Frenchie in Oz, who we were also surprised to learn is a single dad. Which begs the question…how does he do it?
As part of Macleans Mums Dad’s Take – our community can ask him. The most voted community questions will be taken to Manu who will create a personalised video response – just for you. Macleans Mums will then deliver that content via the Wall over the campaign period.
To urge mums to come and say ‘Allo’ to Manu, we are also giving the community the opportunity to WIN Dinner With Manu at his Sydney restaurant.
All our mums have to do is create a table and invite 4 friends to join them! Once all their friends ‘Like’ our Macleans Mums page and accept their Manu Dinner invite then that table is in the draw, and soon they could be having a well deserved night out in Sydney.
Creating the promotion mechanic in this way has meant that Macleans Mums can virally spread the promotion without the use of paid advertising, what could be better than that?
For the record, our vibrant community is now 12,470 strong, and growing! Merci Manu!
31 January 2012
Have a Baking-Good Christmas with Julie Goodwin and Glad
Our work with Glad (as their digital agency) came about because of our social credentials with mums. Even so, our initial thoughts were “what on earth would we do in the social space for a plastic wrap brand?” A lot, as it turns out!
We created a beautifully engaging Facebook promotion around a ‘community bake-off’ against Glad’s long time ambassador, Julie Goodwin. Members were given a Julie recipe each week to recreate or improve upon. They were then asked to post a snap of their creations to the Glad FB page to be judged by Julie.
It turned out to be a recipe for success.
In 5 weeks we grew and nurtured a community of 8,000 mums, who are now moving in the same social circles as the original Masterchef and Glad.
Off the back of this very successful start, Glad will continue to invest in Facebook and the digital space in 2012.
26 January 2012
Uncle Ben's goes mobile with Onepartners
Another Mars brand we are very excited to be working with is Uncle Ben’s.
In February - as part of an O-Week promotional sampling campaign across Uni campuses - we launched a new mobile site for Uncle Ben’s to help encourage trial. All samples included Quick Response Codes (QR Codes) to drive traffic.
We worked with the client to deliver something that was much, much more than just a competition entry mechanic. We developed a tool that students could use to inspire them with an assortment of student-meals, highlighting easy to make and and ‘cheap as rice’ recipes.
At Onepartners we believe that going mobile should be so much more than a cut down version of your brand site. Being mobile should offer your audience (whoever or wherever they are) value in the context of the device. This means bite-sized, quick, easy and above all useful mobile content. Localised via GPS is even better!
Be sure to check out Uncle Ben’s on your mobile: mobile.unclebens.com.au
At time of writing, the latest Australian mobile stats from AIMIA show that QR codes are here to stay! Seriously!
So... How well will you use yours?
4 December 2011
“Shake things up” was the brief from Nokia for their 2011 Good Vibrations Festival activity.
Driven by a need to shift brand perception and truly engage with the youth audience, Onepartners created the Nokia Dance Off and did just that.
In one of the most successful festival activations, Onepartners tapped into the dance craze phenomenon and engaged more than 20,000 festival goers across the four festivals.
The best (and worst) dancers were all captured in HD on the Nokia N8 and uploaded to the Nokia Facebook page where consumers could vote for their favourite.
A deal with festival partner Nova FM promoted the competition to one million people nationally and drove consumers to the Facebook promotion.
The videos were viewed 25,000 times online and the most voted for dancer won a trip to shake it up in Ibiza!
23 November 2011
Onepartners were briefed by Taubmans to create major marketing activity amongst shoppers in Bunnings and independent retailers.
The challenge was to increase sales of Taubmans Endure during the peak four-day Easter period, which is the busiest time of year for renovators and DIY’ers. A promotion was developed to encourage a switch from Dulux, the current market leader, to the premium Taubmans Endure range.
The solution was to create a high value reward that customers could redeem on the spot. Onepartners developed a GWP offer of a FREE 4Ltr tin of M&M’s with every 2 x 4Ltr purchases of Taubmans Endure.
Promotional tins were shipped into all 207 Bunnings stores, as well as 50 independent retailers at the same time as the Easter paint stock. This allowed shoppers to pick up their 4Ltr tin of M&M’s with their weekend paint supplies.
The activity delivered a huge 200% sales increase and 46% ROI during the Easter period, including the biggest shipment of paint into stores ever recorded by the brand.
19 November 2011
The digital mum is a growing phenomenon in the marketing landscape with many brands now realising that tailoring messages to mums is as easy as going to where she spends a lot of her time – online and on mobile.
Put simply, mum’s are really into social media.
Macleans briefed Onepartners to come up with a strategy to tap into this fertile and growing communication platform and Macleans Mums on Facebook was born.
We launched a platform where we could tap into a community of mums and start to talk to them about the experience of being a mum through our community manager, a mum of two herself.
By bringing together an audience from all over Australia, our goal was to become a place where parents could share the trials and tribulations of parenthood. We were also able to deliver the community information around our sponsorship initiatives and reward them for sharing and caring themselves through fun promotions.
The results have been surprising and inspiring, as our community embraces Macleans in this endeavour and spontaneously shares their love of the brand despite Macleans Mums not posting any branded content. We’ve achieved a growing, engaged and caring community by making sure Macleans stays personable in this space and true to the platform. Expectations for both sign-up and engagement have been smashed!
16 November 2011
Once again Onepartners created and managed Streets Paddle Pop’s Lick-a-Prize promotion in 2010. The iconic Lick-a-Prize first ran in 1982 and is now firmly established as a favourite for all the family. Consumers simply lick their Paddle Pop then collect, match and win using their sticks to reveal their prize.
The 2010 theme was “Elemagika” and linked to the Paddle Pop movie of the same name. There were millions of prizes to be won, including $20,000 Family Adventure holidays, a range of great outdoor action toys and 1 million free Paddle Pops, making the promotion bigger, better and more engaging than ever before!
7 November 2011
Onepartners launched an Asia Pacific brand engagement campaign to support the launch of Nokia’s new smartphone, the Nokia N8.
Nokia was looking for a campaign for this critically important launch that covered the entire region and could deliver across several consumer touch-points. Project GeNer8 gave consumers the chance to be involved in a unique short-film making program, inspired by the Nokia N8 campaign: It’s not the technology, it’s what you do with it.
Nokia was looking for a campaign for this critically important launch that covered the entire region and could deliver across several consumer touch-points. Project GeNer8 gave consumers the chance to be involved in a unique short-film making program, inspired by the Nokia N8 campaign: It’s not the technology, it’s what you do with it.
Each market in the program engaged a celebrity director and developed a film making competition. The film produced by the director was shot and directed entirely using the Nokia N8’s HD filming and on-board editing functionality.
30 June 2011
Too cool for school?
You would think the Canon's huge market share in Digital Still Cameras would deliver the same in their Digital Video Recorder range. Apparently not, as sales staff found it an easier sell to convert Canon brand equity to a Sony DVR sale.
Challenging that dynamic was our brief from Canon and through our proprietary shopper planning process we uncovered a number of powerful shopper barriers. It was clearly time to disrupt the category, so we developed the Canon Movie School promotion.
Based on our Experience-With-Purchase strategy, we rewarded shoppers with a ticket to the Canon Movie School, created and executed through a brand partnership with Apple. Beautifully bringing to life Canon's brand proposition of 'Advanced Simplicity', we educated people on how to get the best from their Canon DVRs.
The focus was the sales staff who attended the movie school prior to the program going live. Trade attendance rates were unprecedented with thousands attending and a parallel CRM program offering personalised promotions and offers to encourage loyalty.
22 June 2011
PureVia is a natural sweetener, but it’s not sugar.
CSR came to Onepartners for help in entering the 'sugar-alternative' battle against established brands like Equal and Sugarine – both artificial products. Railing against low understanding of the product and low brand awareness, Onepartners strategy was simple. Tell consumers about it, get them to taste it and drive them to buy it. It worked.
Partnering with Woolworths, we delivered a multi-touchpoint in-store sampling strategy that drove sales up a massive 700%.
Our activity was situated in the Woolworths Fresh Food section of the store.
Surrounded by fresh fruit and vegetable, the natural message was easy to swallow, as was the delicious sample concoction of fruit, muesli, yoghurt and PureVia. This method was chosen following group research activity to identify what food combination highlighted the taste of PureVia best.
In order to sweeten the deal, a National at-shelf promotion encouraged purchase and enticed PureVia into the shopping basket.
15 June 2011
Keno’s integrated approach to it’s NRL sponsorship flowed through from on-premise promotions, targeted media buys and broadcast hook-ups, right through to the Grand Final in-stadium activation.
Firstly, there was the Keno Backyard BBQ. Taking over a whole row of seating, we created an awesome backyard BBQ-styled area to host 4 Keno promo winners and their guests. You haven’t lived until you have sat on a big lounge, in a big stadium, watching the big game. Not forgetting a big cold beer.
Next we created some scale. All 40 thousand punters that entered the stadium (over 18 years of age), were given a free Keno Grand Final Ball draw ticket. At 4 times during the day a ball draw was performed on the big screen and 4 lucky spectators won a $5,000 cold hard over-sized novelty cheque.
And in case you missed the big screen replays, the in-ground announcements, the promo staff at every gate, the ticket checking stations on every level, the crowd scan of the BBQ area or the on-field signage… a giant inflatable Keno ball was set up in the precinct to really cement the brand association.
12 June 2011
No boring bits - the proof!
In a stagnant market the challenge for Streets Cornetto was to regain relevance with youth through key retailers. Onepartners created Cornetto ‘Proof II’ a highly innovative promotion that rewarded the nation with relevant prizes instantly, increasing sales to an all time high.
The ‘World First’ idea to hide 10,000 MP3 players inside Cornetto cones reinforced the brand’s promise of ‘No Boring Bits’, building brand equity in a fun and unique way.
The idea was simple and effective; we created a fake plastic Cornetto cone, inserted 10,000 Samsung Pebble MP3 Players into the cone then randomly seeded the fake cones into the Cornetto production line!
The integrated promotion had multi-touchpoint support including; on-pack, in-store POS & display and mainstream comms (TV, OOH, and a significant online digital and social media presence). A viral music video created by Onepartners launched the campaign featuring DJ Goodwill (Which incidentally achieved over 100,000 YouTube visits in less than a week).
For a mature brand Unilever Streets recorded the highest summer sales for Cornetto EVER both in and out of home achieving 107% of target in the first week! In addition, it also achieved the best ever trade take up & support.
30 March 2011
Vodafone = Power to You. And it doesn’t get more powerful than Vodafone McLaren F1.
Being the naming rights sponsor of one of the world’s leading F1 teams comes with it’s benefits, but how did Onepartners put Vodafone customers in pole position to enjoy them?
Grand Prix visitors experienced what it's like to be in the pit lane with a real F1 car and to see how fast they could change the tyres in a pit stop! And there was no road side assistance! The Pit Stop Challenge had customers lined up wanting to record the fastest time of the day and get the opportunity to tour the the actual Vodafone McLaren Pits.
During any major event, the lanyard becomes a status symbol, and it became the perfect vehicle to get Vodafone customers in direct contact with the Vodafone McLaren drivers.
Distributing 20,000 lanyards to Vodafone customers gave them the power to access FREE race updates direct from the pits, in addition to regular voice messages from Lewis Hamilton and Jenson Button, all delivered straight to their Vodafone mobile.
22 March 2011
Mastering the Match for Barilla.
Barilla were selling a whole lot more pasta than they were sauce, so they asked us to help drive sales of their sauce – in turn creating reason for dual purchase.
Through our proprietary shopper planning process, we identified a lack of education around the perfect match of pasta and sauce. As any masterful chef will tell you, it's an art!
In a category leading move, we developed an on-pack promotion that offered an 'experience with purchase'. Across the nation, thousands of shoppers attended Barilla Italian Cooking Schools, learning to master the match.
In addition, thousands more claimed free Al Dente cookbooks.
2 March 2011
Nokia 'Comes with Music Sound Lounge'
There's amplification, and there's AMPLIFICATION.
Seriously, how good does this activation look? Like a beacon for fun, Onepartners took Nokia’s global creative, mixed it with 2 of the hottest live music sponsorships around and turned up the volume to max.
Leveraging Nokia’s Good Vibrations and V-Festival partnerships, we created an immersive festival experience that 'came with music' at every opportunity. Would you like music with that massage? How about a slushie to go with that free track? At every turn(table) the Nokia Sound Lounge integrated a musical touch-point, driving home the message that with the new Nokia handsets, you get music included!
Amongst a number of world first’s for Nokia, and a few Aussie firsts for festivals, we created a festival-wide WiFi zone that allowed attendees to interact with our app and get the most from their live music experience.
Used as a global test case for Nokia, we literally wrote the handbook on how to activate a Music Festival.
2 February 2011
There is something the Gabba does differently to the other major AFL grounds in the country.
Instead of fining the crowd for invading the pitch, spectators are actually invited out on to the ground after the siren. A free for all kick-a-thon ensues and this is where Onepartners identified a cracking opportunity for Vodafone, the naming rights partner of the Brisbane Lions.
We harnessed the after-match energy and created the 'Entertainment Quarter' a new segment of the game experience featuring an assortment of organised activities for fans, bringing order to the chaos and adding real value to the after match festivities.
A band kept the energy up while kids, families and footy wannabe’s pitted their skills in handball, kicking and agility tests. But that's not all. Every week 3 of the AFL stars would come down onto the ground for autograph signing and picture taking. We took 10,000 shots across the season, sent direct to Vodafone mobiles or downloaded via a specially created microsite.
2 April 2010
The challenge to Onepartners; achieve incremental sales growth for the Lynx kids sports shoe brand in a declining retail climate!
Our insights told us there had been a resurgence of handball in school playgrounds across the nation. Kids are always on the lookout for something new, and the six weeks over summer was a long time between (handball) games.
The Lynx National Handball Championships road show was born, tapping into kids competitive nature and driving a deeper brand relationship.
Shopping malls across Australia were destinations for kids during the summer school holidays, making perfect locations for the nation’s hottest handball players to go up against each other, while mums got a welcome respite. Most importantly, shopping malls offered a direct link to retail (Lynx is sold through Mathers and Williams stores).
Anticipation for the events was built through a range of touch-points across the Nickelodeon and K- Zone brand platform partnerships.
The handball championships were a huge success; over 1,500 kids competed with 42,000+ spectators watching from the sidelines. A further 9,000 undertook the handball challenge online, plus communication reached 200,000 kids across the K-Zone database.
Sales growth of 25% and an additional $1.4mill on the bottom line was nothing short of brilliant.
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