Digital Campaign Case Studies for Tourism Australia, Telstra and Qantas – ad:tech Sydney 2007

Here are some campaign stats that I got at ad:tech yesterday.

Tourism Australia – “Where the bloody hell are you?”
http://www.wherethebloodyhellareyou.com/

Promoted through banner campaigns, some search marketing, but also a whole lot of word of mouth/viral/media coverage based on the controversy of the UK banning the TV commercials from airing. They didn’t say if this was deliberate or not, but it definitely worked for them?

They got 12 million visits to the campaign site and a load of blog posts when the story broke.

I personally think the site is a little bland, basically just allows you to view the TVC’s and download some stuff. They didn’t say how many people actually bothered to download the screensavers etc.

The lady from M&C Saatchi who gave the presentation was going on about BlogPulse as a way of charting blog posts on a topic. Not sure why anyone would use this over Technorati.

Qantas – Top 10/Mercedes Promotion

(URL no longer live)

Purpose of the campaign was to:

• Generate awareness of all the features of Qantas.com
  Convert Frequent Flyers to online statements instead of paper based
  Generate more opt-ins for their Red E-Mail Newsletter.
  Create value for the marketing partner, Mercedes.

Promoted via:

• 1.2 million emails (wow, would you like that database to market to?)
  In lounge posters
  On boarding passes
  On Qantas.com
  On paper statements
  Inflight magazine

Results:

• 660,000 entries to the competition
  75,000 moved to online statements
  24% increase in opt-ins to their Red E-mail special offers email newsletter.
  Over 70,000 people viewed the Mercedes vehicle product information.

Telsta Street Idol

(URL no longer live but checkout http://www.wotnext.com.au)

This was part of Telstra’s sponsorship of Australia Idol. Street Idol allowed consumers to great a lip-synch music video on their mobile and send it in to the Street Idol site. Many entrants would later submit better quality video recorded using digital video cameras, but the entry via mobile made it really easy.

I think this is a fantastic idea, but only because we pitched it to a prospect client 2 weeks before this campaign went live. Unfortunately we didn’t get to do our version. Seems we were right though based on these results:

• 3,083 registered profiles on the site
  1,575 entries
  774,522 visits to the site
  642,269 videos viewed
  The average pages viewed per visit was between 17 and 54.

You might say that the entries were a bit low, but this is more than enough to create a compelling consumer generated brand experience for the hundreds of thousands of people who came just to view the videos. This was Telstra’s main aim. They wanted to position the brand with the youth demographic in a very genuine way. That’s why the Street Idol branding is not even based on the Telstra brand. Their brand was not doing well with that target audience and it took something big and bold to solve that.

wotnext.com.au is an extension of the Street Idol concept that Telstra has just launched, and I think this will be really interesting to watch. Consumers submit videos and if you want to download content to your phone you pay $1 but 50% of this goes to the person who created the video.