Results and Effectiveness

Consumer promotion turned into an ad campaign. 81,000 stories received 10,00,000 watched the TV film, 120,000 kids read printed stories, and 560,000 heard stories on radio 9% jump in sales over previous year Clinic Plus is differentiated on ‘makes hair longer’ benefit - Ormax research showed that 55% audience got the message of ‘makes hair long’ instead of just a consumer promotion Milward Brown tracking of ‘Helps you grow your hair longer’ went up by 15% Modernization scores – a key parameter for age old Clinic Plus– went up by 24%

Creative Execution

Like any travel destination we need to establish our purpose. Research confirmed that for one in five males it had been 10 years since they had been away with their mates. The day before announcement, this research alongside the story of XI was leaked to the media. To ensure that our blokes knew it was for people like them we recruited 7 brand ambassadors to help us fly the XI flag. They were heroed at launch events and in our content. We gave them a taste of the real XI life via a 2 min ‘XI Tour’ segment that ran within the travel program Getaway supported with TVC’s which told blokes how to get there. This was amplified via magazines and digital All activity lead to our website or facebook page where consumers could submit ideas to make XI the ultimate destination for mates’ trips away.

Insights, Strategy and the Idea

XXXX GOLD is synonymous with QLD and stands for the Good Life, simple pleasures enjoyed by true Aussie mates. To increase relevance outside of QLD and recruit new drinkers, we needed to: • Establish a platform that represented the Good Life • Announce it to the world, create buzz and achieve top- of- mind awareness in emerging markets of VIC & NSW Our target audience are down-to-earth Aussie family blokes. Our key insight: with family and work commitments they don't really get time for mate’s trips away. For them the good life represents sea, sun, fishing and a few beers with mates. Our idea: Where better to do this than our very own island? So, we got one and named it after ourselves. Hence XXXX Island (XI) was born. Our vision was to create the ultimate destination for mates’ trips away, but first we needed to establish it as a real place.