Creative Execution

Rather than just asking for money we used our digital capabilities to create a product that cost nothing to produce and was limitless in supply, something all Australians could own in support of the RFDS - The Sky. Patches of sky were put on sale at Buythesky.com.au and were mapped on exact flight paths. More importantly people received flight alerts as RFDS planes flew through their patch of sky – this meant the RFDS could share their vital missions with sky owners and their friends via social media, constantly informing thousands of Australians about the work of the RFDS.

So far the campaign is tracking well with: • Click to conversion rate improved 521%. • Cost per donation improved by 539%. • 60% of people opted in for further communication. • 89,000 site visits. • 22085 patches sold.

The RFDS relies on donations for half its income. Most of which comes from elderly people located in rural areas. The business needed to build a new database of donors from the 85% of Australians who live in coastal cities. We needed an innovative marketing idea that would connect city people with this outback service. Our city dwelling target audience knew the brand but they live with the world’s finest medical care minutes away, so the RFDS’s cause was largely irrelevant. We needed something unique that would connect the two - and what’s more unique than selling patches of the vast Australian sky in support of the RFDS.