Melbourne – May 7th, 2019 – Leading Melbourne creative advertising agency, Red Crayon, has recently launched a number spectacular advertising campaigns for the likes of TasRacing and Real Estate View along with redefining the identity of the Australian Scholarship Group.
For TasRacing, Red Crayon were charged with promoting the overarching carnival with a heavy focus on an uplift in ticket sales to the three major Summer Racing Carnival Cup Days; Devonport Cup, Hobart Cup & Launceston Cup. The campaign targeted millennials with a strong interest in their own personal brand, closely followed by young families who want to enjoy a family friendly day out. Red Crayon needed to disrupt the perception that the events were only for those with a keen interest in thoroughbred racing and as such the advertising message was “Indulge your senses“ – encapsulating all of the exciting elements of the Carnival.
The creative was developed with a similar notion in mind; showcasing iconic Tasmanian produce, native flora, and the rolling hills intertwined with the track and race goers in one key campaign visual.
As a result of the online and traditional advertising by Red Crayon saw all three cups experience the largest attendance numbers in history.
Realestateview.com.au had ambitious plans to create an advertising campaign that would put them back on the shopping list for people selling their home, buying or looking to rent.
To penetrate the market Red Crayon needed to differentiate Real Estate View in a market that is heavily dominated by the two major competitors. The focus was on their value proposition and communicating that in a clever and engaging way.
The key message “Complete your property view“ was developed and rolled out across a myriad of assets including TV, outdoor, press and digital ads. The creative centres on the notion that whether you are buying, selling or renting; to ensure a complete view of the property market you must consider the Realestatview.com.au offering. The messaging is twofold, with a cheeky nod to the overarching brand and also referencing the competitors in comparative fashion.
The campaign saw exceptional growth in the enquiry from agents in all activated states.
How can a 44 year old education ‘financial product’ brand navigate the unknown changes and disruption to become more relevant than ever? That was the challenge for Red Crayon.
With low awareness, concerns around brand reputation, and the impact on sales, a completely new leadership team with a new business direction necessitated that a new brand be built. It was imperative that ASG let the market know that things were different and that the way they planned to do business had significantly changed. The change required was from complex and confusing to supporting, enabling and trusted. Respect the DNA and heritage while transforming into an engaging, modern, thoughtful and trusted brand in the financial education space.
Make Sense – Engage – Organise – Inspire
Know who the new brand is being developed for as people connect with brands that share their beliefs, the deeper the belief the deeper the relationship potential. This is all about “why we do what we do” – it’s the core belief that guides us to how we can help. It’s the moral of the story, it’s not explicitly spelled out but it is implied in everything we do.
The new brand was not simply about the physical features but the feelings that consumers will develop towards the new brand. ASG – Ever Reaching. Ever Learning
For help with your creative adverting campaign or brand development contact leading Melbourne branding agency Red Crayon
About Red Crayon
Red Crayon is a creative advertising agency and what sets us apart is that we understand business and creativity. We use data, facts and insights to drive inspiration, innovation and activation to change the course of brands. We listen and design campaigns and content that audiences will not only embrace, but believe and share. We collaborate with our clients to produce clever, salient campaigns in an authentic, modern and intuitive way.
Media Contact
Company Name: Red Crayon
Contact Person: Media Relations
Email: Send Email
Phone: 03 9533 2211
Country: Australia
Website: https://redcrayon.com.au/