Page 45 - AdNews magazine Mar-Apr-May 2023

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coordinating TV news roadblocks, high impact, credible press front-covers and outdoor featuring the visual prototype. Once we had attention our goal was to drive viewership of the documentary,
particularly among advocate audi- ences, driving traffic to the One House Hub working with key part- ners Nine and Google.
“Working with YouTube’s crea- tive and data experts we built a
format strategy to complement targeting and increase documen- tary views. We constructed high engagement influencer segments, targeted connected TV’s for atten- tive storytelling and optimised 30”
views as we manually shifted from underperforming audiences.”
The documentary aired across the Nine network and NineNow, with editorial on the Today Show, Nine News and A Current Affair.
Hero
PHD
HERO, for Menulog, State of Origin SNACKDOWN! - “Menulog signed up to be 1 of 8 official State of Origin broadcast sponsors. Rather than do one big traditional sponsorship ad, we collaborated with League
legends, famed trash-talkers, and Channel 9 to create a media-first integrated campaign that responded...LIVE... to what was happening in the games - Menulog #OriginSnackDown. Menulog as the cultural fabric.”
PHD Australia, for Volkswagen, The Golf Ad Break Championship - “In 2021, when passenger vehicle purchase intent and sales were at a new low, VW sought to launch the new Golf GTI. The challenge was to jump-start sales and up-lift
key brand metrics. We launched
the Golf Ad Break Championship,
an interactive race that invited TV viewers to race a Golf GTI live on their smartphone against other viewers watching the same ad break for the chance to win a Golf GTI.”