7 December 2011
A year and a half may seem like a short time between site launches, but much has changed at Onepartners. Equally, much has changed in the nature of the web itself - the way people use it and the way it works.
As an insight post for the redesign, I thought I'd deconstruct the thinking behind the new approach:
What it is.
What it isn't.
Our objectives.
Our hopes for the future.
To start with, we used the following guiding principles.
Simplify everything.
In regards to content, the new site had to be welcoming and engaging. It had to tick the usual 'company info' boxes. Alongside the basics to consider, and vying for airplay, were news updates, press releases, project updates and social commentary. Taken as a whole, we see this as the ‘Good Stuff’, so rather than spread it across different sections it is now one of three simple and distinct areas.
'Home' (click our logo) is where you arrive and is a bold showcase of some recent work and our company story. 'activity' is where everything that is happening happens and 'information' is - ahem - for the boring stuff.
Create a channel, not a repository.
We have a lot going on. Our agency model spans Shopper, Digital and Experiential. We have a culture of creativity generating fantastic personal projects, from a young and rapidly growing multi-talented team, with a wealth of opinion on anything and everything marketing and creative related.
Reflecting this diversity of output was the challenge and it's one we hope to have met with the 'activity' area; a constantly updating feed of content. News, opinion pieces, projects and happenings now sit together in a fluid snapshot of Onepartners. If you are looking for something specific, all content can be filtered and searched via tags or search-box.
Bring our character to the fore.
Another CD once told me 'Don't tell me you're funny, tell me a joke'… I didn't do either, but that aside he had a good point.
We decided the best way to illustrate the character and culture of the team was to simply ‘put it out there’. Informal Facebook and Twitter posts sit comfortably within the 'activity' stream, shoulder to shoulder with the serious stuff. Pretty much everything on the site is sharable - just as it should be.
Looking forward.
When not redesigning our website, we can often be found creating exciting campaigns for fantastic clients. Look out for some fresh work updates in the very near future. A version of the new site - optimised for mobile - is being worked on as I write this.
There you have it: Onepartners online 3.0. We hope you like it, and if you do, please feel free to share.
Posted by Joe Mayock; Managing Partner and Creative Director
5 December 2011
Bolstering both our creative and client service firepower, we've added 4 new talents to the team. A big Onepartners welcome to (left to right) Lauren Hernandez - Junior Designer, Erika Morton - Account Director, Richard Kahotea - Copywriter and Karin Andreasson - Account Director.
We're thrilled to have you with us guys… should probably get off this ladder now…
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.
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.
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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Onepartners - 5 months ago
freakin awesome.