The Brief

To motivate Australians to take part in the 2011 Census.

Describe how the promotion developed from concept to implementation

Instead of just talking about the Census, we grabbed our audience's attention by shifting the focus back to them. To do this, we created Spotlight. Spotlight lets you explore an animated visualisation of Census data, personalised for each user. We took some of the data from the last Census, and showed this from the individual's perspective - who you are, where you live, where you're from - to show the part we all play in the Census, and to make it feel less like an obligation, and more like a worthwhile action we can all be part of.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within just a week of launch, Spotlight had been visited by more than 40,000 unique users, with the site gaining more than 2,000 "likes", and almost 10,000 people creating their own personalised infographic - all without the support of paid media.

Explain why the method of promotion was most relevant to the product or service

Once you’ve finished, the site builds you a sharable infographic, customised by some of your basic information.