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.
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…
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.
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!
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.
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.
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.