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Visitors can interact with real time data, interpret trends, brainstorm solutions and collaborate with CommBank project teams.
In a category that at best consumers have a ‘grudge purchase’ mentally towards this is certainly forward thinking.
Thinking about if there is one very speci c thing about
the communication landscape in your market, what would it be?
Australia is a barren burnt red rock floating in the middle of nowhere home to a group of creatures that live under the banner ‘if it can see you it can kill you’. However, this isolation can offer great benefits to the Comms community.
Here at PHD Australia, we work
with some of the globes biggest companies and this market is often envied by the UK and US for the freedom to innovate. Meaning this great Southern Land is seen as a test
bed for ideas before they are rolled out across the globe.
An example of that would be the great work done by PHD on the launch of the HP Spectre x360 to
a millennial audience obsessed
with Apple products. In a break from the traditionally accepted HP launch strategy, PHD conceived and executed HP FUTURE FILMMAKERS. We needed to influence the influencers. Our strategy was that if we could showcase some amazing creators using Spectre x360 in both their work and their downtime,
then that would convince other non-HP users that it was a device worth checking out. Partnering with Genero, a film directors’ database, the brief went out to 30,000 Australian directors. The 5 finalists received a Spectre x360, 3 weeks and a miniscule $3k AUD to make
us a short film. The campaign was supported by a multi-platform media campaign. The result? Double the forecasted sales.
THE EDIT ISSUE 054 | Q14 201176