The Campaign

The broadcast media landscape in Australia is becoming more complicated as audiences now have the ability to consume content across a range of different mediums and devices. This coupled with the fact that content is becoming faster and easier for every man and his dog to produce, it’s now much harder for brands to capture and hold an audiences attention. For this reason its even more important that brands not only produce content that feels genuine and appeals the audience’s taste, but is also available in areas that the audience is already hanging out. While this all feels like a bit of no brainer, it becomes even more pertinent when trying to launch a new financial services product a younger audience who don’t even realise they need it. In this instance the branded content needs to be entertaining enough to capture the audiences attention and keep it while educating them about something they frankly don’t really care about.

Results

Veda has been on the forefront of the information services industry for many decades, but faced a big challenge in launching VedaScore to consumers. People didn't know who they were and didn't know how much their credit rating can impact their lives and purchasing power. Targeting our campaign at younger potential first time home buyers, who may not have been the through the process of applying for credit, we developed a campaign combining digital, social, TV, radio and branded content that used the character of Mark the Dog to introduce a Vedascore and explain the importance of managing their credit history. All elements of the campaign were designed to drive our audience online where we knew they were already consuming content, the films were designed to be entertaining enough to get them to engage with it and share with their peers before purchase a Vedascore

Radio, PR, banner ads and some extraordinary TV spots led to three short webisodes. The branded content told of Mark the dog’s harrowing tale of loss, misfortune and eventual comeback and in the process told us the importance of a Veda score. All elements of the campaign were designed to create intrigue and drive our audience to the Veda website where they could view the webisodes and ultimately purchase the product.

The webfilms were viewed more than 60,000 times within the first, with a 250% increase in traffic to the Veda website. Sales of Vedascores rose by 61% and brand awareness increased by 21% (double our target) The campaign gained more than 360 clippings in earned media. Profits from the launch of the Vedascore product to the most successful IPO in 2013( first day share price gain of 40%).