Mike Doyle\'s Work
- 1. Pear to Compare Client APAL. The third largest horticultural industry in Australia, funded by levies collected directly from growers and driven by committee. Challenge With lots of other fruit filling the hearts and shopping baskets of Australians, the Pear growers and industry wanted to establish themselves as a low GI stack and make it to #3 vs. the competition. Solution To get back onto the radar with consumers, we created a snacking occasion and meal occasion platform that consolidated the low GI positioning and drove consumption through in-store sampling, point of sale along with a gift with purchase. A national radio campaign along with other supporting communication and PR rounded out the campaign that saw Pears make it to #3 in the fruit market by $ sold. Agency Red Ark Marketing.
- 2. Going Great Grapes Client ATGA. Australian Table Grapes Association, funded by levies collected directly from growers and driven by committee. Challenge With climate changes, price fluctuations and imported products starting to challenge the domestic table grapes market, it was time to re-acquaint Australians with home grown grapes. Solution Reintroducing grapes to consumers with national, radio, TV, PR, sampling while incentivising purchase with a grapes branded snack pack, we developed a compelling story around the seven key reasons to eat grapes. Complemented by a range of point of sale, trade communication along with e-news updates, we also created special plastic bags that allowed consumers to keep their grapes longer and fresher while we communicated to them via a printed message. Agency Red Ark Marketing.
- 3. Targus Targets Client Targus. Global leader in mobile computing cases, accessories and solutions in over 145 countries. Challenge A boring old sack for your uber-funky computer just won’t cut it anymore! What can reach a younger, hipper and fun-loving audience while they are shopping in a cluttered and crazy electronics outlet? Solution The Strap Line was created to suit existing Targus products, allowing the consumer to customize their bag straps to suit their mood, political view, personal movie taste or simply to show off. A life size Fiat 500 stand featuring a shelving unit (to bring bag out from under the computer counter) was created for national distribution, connecting back with the funky lifestyle of the new range of custom bag straps. A smaller ‘free thongs’ campaign sat along the major campaign to allow for a frequent win – all via SMS and web. Agency Red Ark Marketing.
- 4. Parchem Creative Client Parchem. Manufacturer and supplier of products, tools and technologies to the civil, industrial and commercial industries. Challenge Evolve the Parchem brand and create a bold and strong statement while ensuring that the trusted and recognizable elements remain. Solution Using a brand step process along with extensive testing and research, the Parchem logo was strengthened through the use of bold and dramatic lines. The solution was then tested across vehicle livery, business cards, websites and building signage to ensure that each execution delivered on the brand promise. Agency Red Ark Marketing.
- 5. Living the Concrete Dream Client Concrete Technologies. One of Australia’s largest manufacturers, marketers and distributors of decorative concrete solutions Challenge Textured concrete driveways don’t sell themselves, but if your in the market to give your home a cost effective face-lift then there simply isn’t a more effective solution, but who knows that (and who cares?) Solution Using development mapping and demographic plotting, we utilized the sales data and cross-referenced the two to create a target ‘zone.’ A full campaign utilizing 30 second TVCs across both Channel 7 and Channel 10 were developed along with a 30 second and 15 second radio re-work. A suite of collateral was also designed to complement the campaign and be used by the sale force. Agency Red Ark Marketing.
- 6. Polished Image Client Hanson. One of the largest producers of heavy building materials, clay bricks aggregates, concrete and concrete products in the world. Challenge An inspiring concrete products require inspired individuals to use them. With a range of disjointed and poorly defined concrete products, this Hanson product range needed a brand new polish! Solution Starting with a collection of existing and supplied photography along with the Hanson global brand bible, we put our selves into the shoes of the individuals most likely to purchase each product now united under the Imagecrete brand. We developed a branding ethic to supplement the global guidelines, introduced high end collateral and revolutionized the product website to achieve an inspirational and aspirational , while retaining accessibility and relate-ability through language and communication. Agency Red Ark Marketing.
- 7. Come One, Come All Client Penrith Panthers leagues club. Located 55kms west of Sydney, is one of Australia’s largest club in both physical size and active membership. Challenge With a $25M club refurbishment underway, a rush of new events and activity was booked into the venues to maintain visitation. Existing communication was could not keep up – a change was needed. Solution Using the essence of each venue as our jumping off point, developed a visual ID for each venue. Placed each execution into a series of templates and set into a system allowing for the club to modify their own communication (as new acts and activities were booked) to create and maintain a refined and consistent look and feel. Agency Red Ark Marketing.
- 8. Pre-pay and Play Client epay. A 100% owned subsidiary of Euronet Worldwide, is Australia and New Zealand’s largest supplier of prepaid products. Challenge Promote and incentivise consumers to purchase prepaid products in over 25,000 retail locations across Australia and New Zealand, while supporting carrier activity – all on very a limited budget. Solution Developed an online entry system to provide a fast program artwork ‘re-skin’ along with a unique code entry mechanic printed on terminal receipts. Created supporting point of sale for each program. Partnered with strategic brands to provide access to compelling prize- pools in exchange for exposure to target audience. Agency Red Ark Marketing.
- 9. A Website for Sore Eyes Client Cemintel. A division of CSR’, is an industry leader in development and production of residential and commercial building products. Challenge The Cemintel website served as an important resource for the building industry, but was a major challenge to maintain and navigate. A site that could keep up with the times (and competitors) was required. Solution Go back to square one and look at the type of visitors coming to the site and the sort of information they were after. Designed profiles for each customer type and then created pathways to and through the site to complement. SEO strategies were implemented to drive visitation and referral traffic was ramped up. Using the CSR brand guidelines, adapted elements from other pieces of communication to create a constant look/feel while evolving to suit a more web-savvy user. Did we mention that, for the first time, they could track it all! Agency Red Ark Marketing.
- 10. Seal for Success Client Cemintel. A division of CSR’, is an industry leader in development and production of residential and commercial building products. Challenge Cemintel developed a cutting edge fibre cement product featuring a patented technology preventing water from penetrating the sheet. Who cares and how do you achieve cut-through in a cluttered space? Solution Researched established builders, specifiers and contractors as ‘red- blooded Aussie blokes’ who loved their utes! In partnership with Holden, developed a national in-store and online purchase, respond to win promotion with a major prize: CSR Red Holden SV6 Ute. Agency Red Ark Marketing.
- 11. Dare To Bare Client Cemintel. A division of CSR’, is an industry leader in development and production of residential and commercial building products. Challenge Cemintel developed an architectural façade system that looks just like concrete! Achieve the look of a modernist monolith, but who would be interested and how do you reach these uber- hic types? Solution After researching the market, it was clear that the mid to heavy weight architects would be the most appropriate target. After developing a brand and rolling this across a collection of funky collateral, we worked with the CSR teams to reach architects where they live (at work.) An interactive website, video case studies, media placement using tip-in product collateral and super cool product samples rounded out the approach. Agency Red Ark Marketing.
- 12. King of Supersize Client Coca-Cola Amatil Asia Pacific working in conjunction with QSR Burger King and Hungry Jacks. Challenge Incentivise all Burger King / Hungry Jacks restaurant staff across the APAC region to drive drink upsize while accommodating regional variables along with a huge propensity for fraud and over redemption. Solution Give me greenbacks! US dollars researched as best and most universally prize across APAC. Uniquely coded ‘everyone wins’ scratch-cards printed featuring cutting edge fraud protection. Program redemption ($250,000) insured and rolled out via local representatives in each country with managers rewarding staff in- store for each upsize. Agency Red Ark Marketing.
- 13. Training Tunes Client Coca-Cola Amatil Australia working in conjunction with QSR Hungry Jacks. Challenge Hungry Jacks staff and managers are not participating in a new online training system (code name JEDI) or completing modules within the allotted time with a compounding factor of high staff attrition Solution Developed a points based system of rewards for on on-time and early completion of training modules, integrating this into the digital system, along side a length of service reward program. A fully branded rewards redemption site created, in partnership with Universal Music Australia, to avail all participants with amazing rewards for performance and tenure. Agency Red Ark Marketing.
- 14. Partnerships for the Century Client 20th Century Fox Home Entertainment. The home entertainment arm of 20th Century Fox studios, MGM/UA/Columbia TriStar, CBS and BBC. Challenge Once you hear about an amazing movie, you might rush out and see it, but once the theatrical hype has died down – do you remember that the DVD experience is close at hand? How do we remind you? Solution 20th Century Fox Home Entertainment, in all of its incarnations covers a huge range of entertainment experiences. From horror flicks to educational programming for kids, from Australian epics to high- school musicals, it is all available. Each release offered a new opportunity to find strategic partners, create amazing promotions and drive sales. Did you rent or buy one of these films? Our work is done! Agency Red Ark Marketing.
- 15. Healthy Membership Drive Client The Doctors’ Health Fund. A not-for-profit private health insurer serving the medical community. Challenge The medical community is a pretty busy bunch and when they aren’t on the golf course or in an operating room, they probably aren’t thinking of their health coverage, so how can we catch them? Solution After revitalizing the brand and moving the communication to a more professional look and feel, we designed a comprehensive communications plan which included direct mail, outbound sales calls, site visits, sponsored events and strategic online promotions via partner sites. A database management and CRM program was introduced to add a layer of understanding to the entire program. Agency Red Ark Marketing.
- 16. Pipe Dreams Client Ocean & Earth. Creator and distributor of surf products and accessories along with a range of clothing and lifestyle products. Challenge How do you sell a brand that is totally tied into the religion of surf to both the initiated surf seekers and those who dare not dip a toe into the wet stuff? How do you then bridge the 14 to 65 year old age gap? Solution To find the solution, we had to travel back into the history of surfing and beach culture and find the single minded proposition that connects the past to the present and the present to the future. Then we moved from the shore to the burbs – what is it that brings everyone together? Rides and rhythms. Our proposal was to connect the brand with the vehicles that define our lifestyles and the music that offers up a sound-track to our existence. Two programs proposed for consideration (Retro Rampage / Eco Rampage.) Agency Red Ark Marketing.
- 17. Air Ink Client Tiger Airways. Asia-Pacific's true low fare airline offering passengers the lowest airfares on safe and convenient point-to-point air travel. Challenge The demographic most likely to take advantage of rock bottom prices isn’t young and funky, so how to you connect with this crowd and get them in the air with Tiger? Solution Go viral and make a statement. Under consideration is a viral program based around the first ever tattoo parlor in the sky. Starting with a stunt, filmed in an amateur style and posted online, this program will create a huge ground-swell of interest with the young, edgy counter culture types (and want-to-be counter culture consumers) driving direct ticket sales as a result. An added benefit is that the impact of delays and canceled flights will have minimal impact on those connected with the program (it has the potential to help it!) (proposal under consideration at this time.) Agency Red Ark Marketing.
- 18. Graffiti Gold Client Sharpie. The leading brand of disposable marking pens and tools manufactured by Sanford. Challenge How do you speak to a youth in their own language and connect with the counter culture creativity that is the deep dark secret of permanent markers around the world. Solution Hit the streets and go viral with ‘BOMBSITES.’ A mobile billboard with sidesteps is created featuring white canvas sides. Marked as an “Official Graffiti Area,” people are encouraged to use their Sharpie to make their mark. The process is repeated around the country, with the canvases being filmed during each stop (day and night.) At the end of the journey, the canvas is photographed in a studio and partners are able to access the canvas for use on their products. (proposal under consideration at this time.) Agency Red Ark Marketing.
- 19. Armed & Dangerous Client Sharpie. The leading brand of disposable marking pens and tools manufactured by Sanford. Challenge What do all of the modern tattoo masters have in common? Firstly, they are the new rock-stars of youth culture AND secondly, they use sharpie products to bring their design to life on a client’s skin. SO… Solution Sharpie, working in conjunction with major national and international tattoo and design magazines issues a challenge. Design and draw your own tattoo (on your own arm) and submit your creation. Uniquely coded advertising in magazines provides the ‘key’ to access the online submission system while also providing an instant win component to the activity. Submissions are evaluated by the top tattoo artists and winners are tattooed and a special edition t-shirt made from their drawing. Each participating magazine then is provided with the editorial and pictorial content to run online and in their next issue along with the opportunity to re-sell the featured shirt in support of a charity partner. (proposal under consideration at this time.) Agency Red Ark Marketing.