Brief:
To change Cornetto from a ‘me-too’ brand compared to Drumstick and make Cornetto’s new Choc Obsession range the most popular cones of summer.

Strategy:
Rather than forcing ourselves on people through traditional media, we used seven influential young bloggers to connect young people with the hottest trends, and Cornetto, at cornettosummer.com.

Result:
Increased market share of 7.8% with less than half the spend of the previous year. And double the forecasted sales in New Zealand.

Brief:
Launch the new & healthier range of Fountain Sauces, specifically Fountain tomato sauce now with more tomatoes and less sugar & salt.

Strategy:
Create a fun and memorable campaign promoting Fountain’s new and healthier tomato sauce, ‘More of the Good! Less of the Bad!’.

Result:
Watch the full video on http://youtu.be/EbUng9g5Amg

Brief:
How do you get people to turn up to 2010 World Cup qualifying matches when most fans thought the Socceroos were as good as qualified?

Strategy:
Make the public think we stood a good chance of losing. We seeded viral videos online, which showed the opposition taking things extremely seriously – through bizarre soccer training.

Result:
Over 1.2 million YouTube hits. 170,000 tickets for the 3 match series despite Australia qualifying after the first game.

Brief:
Launch the 2010 Perth Festival and increase on-line ticket sales.

Strategy:
Create a campaign that celebrates the individuality of the artists, performers and also the audience, who can create their personal Festival avatar using unique digital ‘Totems’ created for each event on the calendar.

Result:
The campaign launched on the 4th November, has generated strong consumer interest and interaction, plus the desired uplift in on-line ticket sales.