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To create a great media splash for the premium underwear brand jac5, we created the Undie Amnesty Event.
On a busy Thursday lunchtime on Pitt Street, the public was invited to ditch their current underwear and upgrade to a fresh pair of jac5s. By the end of the stint, the glass bin was almost full of amnestied underwear – a lot of which were designer-brand undies that obviously let our men down.
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Oddfellows has created a campaign to promote the annual Lexus L’Exhibition sales event. L’Exhibition will run throughout November.
The creative for the 15 second TVC, retail ads, and EDM and POS material is driven by strong images and sophisticated, direct copy which reinforces the luxury status of the Lexus brand.
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Toyota is offering their lowest ever comparison rate financing until the end of the year; with 0% on the Camry & Aurion range and 1.9% on over 30 other models.
To break through the immense vehicle finance-rate clutter currently in the market place, and to support Toyota’s new sponsorship with Cricket Australia, we used respected cricket legend Glenn McGrath.
With TV, Print, Online, Dealership POS amongst the mix, it’s unlikely anyone wouldn’t have heard about Toyota’s lowest ever finance.
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Oddfellows has produced a series of 30 second TVCs for WesTrac, one of the largest dealers of Caterpillar heavy equipment in the world, for the dual purpose of promoting awareness of the importance of WesTrac’s contributions to various Australian industries, particularly the mining industry, and to reach and make a call to action to people aspiring to have a rewarding career . . . one day!
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Corporate Express has recently embarked on a major company-wide initiative to improve its penetration into medium-sized businesses. Corporate Express’ main point of difference is that it is single source supplier, with a wide range of product offerings from Office products to furniture and IT Solutions, which allows them to tailor individual solutions to meet any customer’s needs.
A multilevel campaign was developed to help support the sales force to create awareness of Corporate Express’ comprehensive range of offerings and extensive capabilities. It also sought to generate interest and help start a genuine conversation with their prospective audience. The work included a mix of personal and informative elements that offered genuine proof of how Corporate Express stood at the head of the pack and why medium-sized business should choose Corporate Express as their trusted supplier.
Corporate Express has recently embarked on a major company-wide initiative to improve its penetration into medium-sized businesses. Corporate Express’ main point of difference is that it is single source supplier, with a wide range of product offerings from Office products to furniture and IT Solutions, which allows them to tailor individual solutions to meet any customer’s needs.
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Corporate Express’ annual Product Expo showcases the latest and greatest products on offer from CE for the upcoming year, including new product lines and innovations. This year, Corporate Express chose sustainability as their Expo theme.
Our job was to bring that theme to life in an interesting and engaging way across all the relevant campaign elements, which included both the pre-Expo communications and the Expo signage itself. An important consideration was to ensure that the communications were free of green washing and customer guilt, which can often be associated with a green message.
The campaign idea demonstrates that sustainability can be easily achieved in all corners of the office, and even the smallest change can still make a difference.
All pieces created a strong visual impact whilst communicating the Expo theme
 Corporate Express’ annual Product Expo showcases the latest and greatest products on offer from CE for the upcoming year, including new product lines and innovations. This year, Corporate Express chose sustainability as their Expo theme. |
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Lexus March/April 2012 Retail Campaign
Lexus celebrates a strong start to 2012 with an incredible 2.9% finance rate across the 2011 IS Line. Oddfellows were briefed to create an exciting, dynamic campaign with powerful imagery to excite the car consumer and differentiate Lexus amongst the competitive luxury car market. The result is striking. A strongly highlighted 2.9% features alongside the sporty IS 250 and sleek IS 250C Convertible.
Oddfellows created a range of marketing materials for including a National Press and radio campaign, Point of sale (windscreen banners, window media and license plates) and templates for Dealers to personalise for their local communications. The energy within the creative echoes the strength of the offer and the call to action.
Lexus celebrates a strong start to 2012 with an incredible 2.9% finance rate across the 2011 IS Line. Oddfellows were briefed to create an exciting, dynamic campaign with powerful imagery to excite the car consumer and differentiate Lexus amongst the competitive luxury car market. The result is striking. A strongly highlighted 2.9% features alongside the sporty IS 250 and sleek IS 250C Convertible.
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Toyota’s ‘Lifetime of Advantages’ keep going...
Two more TVCs have been created, further underpinning the ongoing benefits of owning and driving a Toyota. Lower Running Costs & Renowned Re-Sale Value are just another part of a lifetime of Toyota advantages.
The TVCs showcase undoubted product and brand truths about Toyota. Few car companies can boast the fuel saving technology, world leading Hybrid Technology and capped price servicing that contribute to a Toyota’s low running costs. Even fewer can claim that 87% of their cars sold in the past 20 years are still on the road today. Enduring vehicle quality that leads to great re-sale value.
The material represents the third phase in Toyota’s new retail approach that highlights the superior value Toyota delivers every day you drive, from the moment you purchase to the moment you trade-in. It is a promise of real value that frees you up to live the life you want to live.
Two more TVCs have been created, further underpinning the ongoing benefits of owning and driving a Toyota. Lower Running Costs & Renowned Re-Sale Value are just another part of a lifetime of Toyota advantages.
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The launch of Hino’s all new 300 Series light duty truck in October was the first in a decade. As part of a global launch, Hino Australia wanted to utilise global assets where possible, whilst ensuring the campaign had local relevance and appeal.
At the same time, Hino also wanted to launch the new overall brand positioning ‘A better class of truck’ which was developed to elevate the brand above the competition.
The launch campaign, featuring the 4 class leading features of Safety, Performance, Efficiency and Comfort has been rolled out nationally via Press, Magazine, Outdoor supersites, Online banners, Radio and TV, as well as Dealer templates and Point of Sale material.
 The launch of Hino’s all new 300 Series light duty truck in October was the first in a decade. As part of a global launch, Hino Australia wanted to utilise global assets where possible, whilst ensuring the campaign had local relevance and appeal. |
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Toyota Means Business
Toyota Means Business is back and bigger than ever! A huge 3 month nationwide campaign is live across TV, web, press, radio, point-of-sale and more...
Toyota Means Business is Australia’s most comprehensive finance offer: 3.9% easy, flexible finance on over 45 models.
The campaign delivers a very clear message: the car you’ve always wanted is now more affordable.
 Toyota Means Business is back and bigger than ever! A huge 3 month nationwide campaign is live across TV, web, press, radio, point-of-sale and more... |
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 Toyota’s annual sale event, Toyotathon, returns this August bigger than ever with a nationwide campaign covering TV, press, online, radio and point-of-sale. The two-month campaign will push Toyotathon’s offer of Gold Fleet discounts on over 30 Toyota models.
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For their Premier annual sales event, Lexus required a premium retail campaign that was guaranteed to provide cut through in a cluttered and competitive retail environment while also supporting their dynamic Brand Direction.
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 The Australian Egg Corporation’s student education program, All About Eggs, has been brought to life online with the creation of a new “Kids” section on the Eggs website (www.eggs.org.au). The new section includes a range of educational tools including digital workbooks and presentations as well as a selection of entertaining flash games.
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 On the face of it, the brief seemed simple – launch Rukus by Toyota into the Australian market. However, Rukus is unlike any other Toyota. A truly niche vehicle with opinion-splitting looks,Rukus was not a vehicle that would appeal to Toyota’s typical mainstream audience. So we needed to develop a campaign that broke from the traditional mold and enticed a whole new type of Toyota buyer.
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Our Oddthinking process highlighted a key strategic opportunity – that there is a large group of consumers who don’t reject eggs on health grounds, but simply think they’re too complicated. So we needed to create a campaign that not only sold eggs as a healthy and delicious meal option, but one that is simple and cost effective for the whole family.
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 Toyota’s ‘Lifetime of Advantages’ retail campaign gets an update this May with a raft of fresh new creative to support Toyota’s promise of value throughout the entire ownership experience. Two new TVCs have been created showcasing Toyota’s Australia-wide dealership coverage (Toyota Dealer Network Advantage) and model range to suit any stage of life (Toyota Range Advantage). Press, online and POS has also been updated to breathe fresh life into the ‘Lifetime of Advantages’ theme.
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 Our first TVC for Rukus by Toyota is set to launch this March, building on the print, online, outdoor and POS materials created during the vehicle launch in 2010. A mix of real life footage and CGI, the spot continues Rukus’ ‘Don’t Blend In’ positioning, highlighting the vehicle’s ability to let you stand out from the crowd.
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Anything is possible at the Corporate Express 2011 Product Expo
Over March, April and May, Corporate Express will host their 2011 Product Exhibition. To bring the event to life, we developed a full complement of collateral including event signage, invites and competition materials. Tying it all together is our ‘Anything Is Possible’ theme, featuring striking visuals showing what simple office products can help you achieve with a little imagination.
Travelling across Australia, the event gives customers the chance to see, touch and try the latest and most innovative products for the workplace. The event also doubles as a launch for Corporate Express’ annual Business Solutions catalogue, the centrepiece of their marketing activities.
 Over March, April and May, Corporate Express will host their 2011 Product Exhibition. To bring the event to life, we developed a full complement of collateral including event signage, invites and competition materials. Tying it all together is our ‘Anything Is Possible’ theme, featuring striking visuals showing what simple office products can help you achieve with a little imagination.
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 The Australian Egg Corporation’s new brand campaign kicks off early this year with a multi-platform campaign covering targeted print and online activity. It comes off the back of an extensive consumer segmentation study, conducted as part of the Oddthinking process, which identified key insights into our target market.
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 Many businesses want to ‘go green’ but don’t know where to start. As 2008 Sustainable Company of the Year and partner to a large proportion of Australian businesses, Corporate Express had the perfect opportunity to leverage themselves as the facilitators of this change.
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