As with everything we do, from initial strategy to campaigns in market, the proof is in the pudding.
Alliance Francaise is a not-for-profit language & cultural centre that has been in Brisbane for 110 years. Accredited by the French government and supported through the appointment of a salaried Director, each chapter is self-funded via proceeds from lessons and fund-raising events. Due to a proliferation of French language schools, they were in dire need of increased revenue.
Edison devised a brand strategy and creative campaign to get more derrières on chairs and get le brand back on le track. With the advantage of authenticity and cultural currency, it was time for Alliance to reclaim the high ground. Our brand strategy led to campaign concept ‘France is closer than you think’, positioning them as Brisbane’s own little piece of France. In the post-campaign round of courses, adult enrolments were up 15%.
CherryBlooms is a cosmetic brand founded by an ex media planner who managed to have her fibre-and-gel mascara product included in the VIP bags at the Oscars, giving the brand a valuable boost. Ten years on, her business was acquired by equity partners, who turned to Edison to launch a new phase of growth.
The process began with a new brand strategy and a new social media campaign that achieved their largest reach ever on Facebook in the US market, with a $1000/month budget and no spend on new content. Based on testing of their high-performance natural formulation products, Edison repositioned the brand as ‘Performance Cosmetics’ and redesigned the packaging, prompting their largest US distributor, Dillards, to welcome the new brand design with increased floor space and exposure.
Sniip is a fintech startup that needed to promote their rapid bill payment app in the Brisbane market and achieve download milestones and move beyond their keystone payees, Brisbane City Council and Queensland Utilities.
Sniip’s high-profile investors included brand ambassador, Rugby League legend Darren Lockyer — so we had the opportunity to use a household name. Edison produced a cost-effective and humorous TV, online and outdoor campaign featuring Darren going back in time to pay his bills, from the 70s to the present day. Focused on Brisbane metro only, cost-conscious TV buying raised awareness, while digital delivered 1.4 million impressions across display and YouTube, with 770,645 Facebook impressions. Now, after three quarters of growth, Sniip has struck a deal with Australia Post Billpay.
Oventus Medical are an ASX-listed startup aiming to expand in one of the world’s fastest-growing health industries — treatment of Obstructive Sleep Apnoea. Oventus had an ingenious new device and treatment platform, a small number of leads and few conversions. The problem? They were disappearing in a sea of competitive sameness and needed a ‘quick fix’ with long-term potential.
The problem for many CPAP (Continuous Positive Airway Pressure) patients is they struggle with complicated masks and air pumps. Dr Chris Hart, a Brisbane Dentist, invented an alternative device to treat himself — the O2Vent customised mouthguard and airway. Oventus approached Edison to help them ‘fill the funnel’ of potential patients. We started by redefining their brand. In a market where everyone was focused on the condition and the treatment, we started a conversation about the benefit to the patient. Life beyond snoring, tiredness and associated health problems could be explored with new vitality, as could their new website and marcomms material.
An app that allows organisations to connect with customers through direct messaging and geo-located alerts is great for business. Especially when it can save you tens-of-thousands of dollars a year in SMS charges. But would it be attractive to consumers? With the name ‘myPype’, the entire operation was focused on businesses and their ‘pipeline’ of new customers.
Edison worked on a brand strategy, a redesigned consumer app, a new identity and name — Pyper — and a new, consumer-focused campaign launching in Ipswich as a test market. Several large businesses in the area subscribed immediately and the business development team are now focusing on corporates.
Sunsuper, one of the largest multi-industry superannuation funds in Australia, has been inviting Australians to apply for grants that will support their initiatives for social good since 2011, through their Dreams for a Better World program. With pressure on their budgets from both internal stakeholders and members, the Dreams team were challenged with expanding awareness with even less money.
Travelling light with a videographer who also records sound, a writer who interviews and captures stills, and a Sunsuper client armed with a giant novelty cheque, Edison was able to extend the volume of content at Sunsuper’s disposal, allowing them to disseminate more shareable story snippets. Invariably heartwarming and inspiring, these tales of doing good for others are shared through Sunsuper’s social media and online channels, along with low-budget television and CSA spots.
There was real possibility in 2016 that the recommendations of the Productivity Commission to remove Parallel Import Restrictions (PIRs) would be enacted. These rules that uphold territorial copyright and prevent the importation of commercial quantities of books printed elsewhere, are the bedrock of Australian literary culture and a $2 billion publishing industry — the 17th largest in the world. The Australian Publishers Association, through publishing agent The House of Rusher, meant to put a stop to this.
Edison developed a creative platform and identity for a campaign, in a matter of days, that the entire industry could — and did — rally around. In the lead-up to the Australian Book Industry Awards, multiple A-list Australian authors got behind the campaign, to reinforce the fact that books create ideas, jobs and futures — Books Create Australia. In the wake of the campaign, the government abandoned support for removing PIRs, with Minister for the Arts, Sen. the Hon. Mitch Fifield, issuing a statement: “Australian literature is vital to our cultural and intellectual life and the Coalition values the unique role that literature and books play in communicating Australian stories.”