ONE DAY IN PARADISE

Short List
TitleONE DAY IN PARADISE
ClientTOURISM AND EVENTS QUEENSLAND
Product/ServiceTOURISM TROPICAL NORTH QUEENSLAND
CategoryA02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
EntrantSAPIENTNITRO Miami, USA
Entrant Company SAPIENTNITRO Miami, USA
Contributing Company SAPIENTNITRO Miami, USA
Production Company THE POST LOUNGE Brisbane, AUSTRALIA

The Campaign

Most branded content campaigns in Australia manage to get a few thousand views online. It’s not usually the type of content that people share on Facebook, or engage with at any real level. The 1 Day in Paradise campaign YouTube channel had been viewed more than 1 Million times in the initial campaign period, with the audience sharing prolifically on social media, and traditional media running stories about the campaign, all which led the audience to engage further with the content.

Results

Background Australians think that all tropical destinations are the same, a perception fuelled by years of clichéd, traditional advertising. As a result, Tropical North Queensland was losing visitors to overseas competitors. Australian holidaymakers needed to be reinvigorated and inspired to visit the destination. Idea ‘1 Day in Paradise’ redefined the meaning of the word ‘paradise’ through authentic storytelling and content. Instead of making just another 30 second TV commercial, 20 filmmakers were challenged to capture their idea of a day in paradise using just a GoPro camera. They created 20 incredibly authentic, personal, inspiring and highly sharable short films that completely encapsulated the diversity of Tropical North Queensland. This ‘high-end user generated content’ was housed on a custom YouTube channel. The official partnership between a tourism destination and GoPro – the world’s most popular action camera and content creator – exposed the content to GoPro’s millions of global social media followers.

The audience was driven to the content on YouTube via a variety of media, featuring a clear call to action. A 60 second cinema ad and TVC appeared on screens nationally. Shorter versions appeared as YouTube pre roll ads, which had average view durations of the whole duration of the video, indicating that the audience preferred to view each ad instead of skipping. The campaign was also supported by PR, and an experiential ‘pop-up’ cinema that played the 20 films in public spaces.

The stories spread quickly on blogs and social media, and were picked up by radio and television news programs, newspapers and magazines. The campaign gave our audience a completely new lens through which to see the destination and inspired them to vacation in Australia’s true tropical paradise. • 9 Million media impressions • 1 Million YouTube views • GoPro Video of the Day reaching 5.5 Million

Credits

Name Company Position
Ben Dowie Independant Director/Filmmaker
Gully Page Independant Director/Filmmaker
Liam Connor Independant Director/Filmmaker
Justin Mcmillan Independant Director/Filmmaker
Drew English Independant Director/Filmmaker
Song Zu Music
Mark Mccarthy Sapientnitro Digital Project Manager
Mel Ashman Sapientnitro Producer
Amanda Windus Sapientnitro Strategy Planner
Bec Kennedy Sapientnitro Account Manager
Christine Gannon Sapientnitro Group Account Director
Sarah Chernishov Sapientnitro Art Director
Jon Pickersgill Sapientnitro Copywriter
Ralph Barnett Sapientnitro Creative Director
Gaston Legorburu Sapientnitro Worldwide Chief Creative Officer