Why is this work relevant for Brand Experience & Activation?

Building the Lucky Country is a flagship series for Deloitte Australia – integrating cutting edge economic analysis with thought leadership – to position the firm as a driving force in creating a thriving Australia. For 2019, we were to strengthen our brand around 'The Future of Work', drive associated business conversations in order to generate leads. With distinctive, powerful content across 200+ marketing assets, we tailored an engaging journey for our key audience segments. With a core message of ‘The future of work is human’ and creative based on being ‘Uniquely Human,’ our diverse activations provided a stand-out holistic experience.

Background

The sixth edition in our flagship Building the Lucky Country (BTLC) series explored the Future of Work through the lens of work, the worker, and the workplace. The purpose of the campaign was to help government and business audiences understand the enormous opportunity arising as future work needs emerge. The campaign strategy was to use our market-leading in-house research capability and expertise and both Australian and global Deloitte owned, earned and paid channels to strengthen our brand as a future-thinking professional services firm, to showcase our expertise on the Future of Work and to drive meaningful conversations between Deloitte and our target audiences.

Describe the creative idea (20% of vote)

To bring to life our campaign message – ‘The future of work is human’ – we designed a playful ‘Uniquely human’ creative concept based on the five human senses of smell, touch, taste, sound and sight. This concept was extended across all online and offline assets to create consistency, cut-through and a memorable brand experience. We adopted an illustration-based hero visual and style to provide flexibility in telling future-focussed stories based on scenarios which haven’t yet been realised. Simple and effective, this distinctive look and feel helped amplify our messaging in a corporate environment, especially amongst a wealth of future-focussed content in the market which typically uses technology or photographic-style visuals. Online, we used interactive, animated assets and attention-grabbing illustrations and offline, we developed an interactive event installation based on the five senses, fun ‘scratch and sniff’ messaging cards and unusual food and drink tasting experiences for event participants.

Describe the strategy (20% of vote)

Our brief was to reach and engage a diverse target audience ranging from cross-sector business leaders from organisations of all sizes, Government policy makers through to Deloitte colleagues and Australian community members. The ask was big but our solution simple - to create umbrella messaging and visuals that would resonate with the masses and ensure campaign consistency, complemented with tailored messaging, content and activations to engage specific audience segments through appropriate channels. Behaviour-based lead scoring enabled us to track audience engagement with the campaign and to create individual campaign journeys.

Describe the execution (30% of vote)

Following a televised launch at the Australian Press Club and a wave of national media coverage, we divided campaign implementation across two key phases. Phase one centred around the hero report and thematic content that distilled key insights targeted at broad audience segments. We shared animated videos, a blog series, podcast series, event content and activations, media articles, paid and organic social media content and kick started a behaviour-based email nurture flow. All activity drove our audience to an interactive campaign hub which encouraged completion of a diagnostic tool to determine preparedness for the future of work, enabling us to capture and respond to lead information. Internally, we equipped regional teams with campaign toolkits to extend and tailor the campaign consistently, and built internal playbooks to facilitate client conversations. Phase 2 went deeper, targeting sector, geography and organisational-level audiences with an additional 45 tailored content pieces and activations.

List the results (30% of vote)

In the 6 months post-launch, this campaign exceeded our objectives as well as all Deloitte Australia, Deloitte Global and known industry benchmarks. On top of generating 44,000+ webpage views, 8000+ report downloads (over 7x the Deloitte average and 8.5x more than the previous BTLC campaign), 42,000+ video views (47x more than the previous edition), over 4000 podcast listens (8x Deloitte average), 2700+ social engagements (4x more than previous BTLC), 85 media hits and engaging 250 clients at events, the campaign helped generated many leads and not to mention brand awareness for Deloitte. The key facts and insights from the report are still being quoted by our clients, government and media alike and the campaign won the Best Global Deloitte Brand Campaign award in 2020 out of 150 countries.