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!
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.
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!
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.
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.
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