Local Case
Studies


Flight Centre
Darrell Lea
TAFE Queensland
Passage Foods

Flight Centre Cruise Campaign 2023

The Brief

Launch the Flight Centre Cruise campaign, whilst integrating seven Cruise partners (P&O, Royal Caribbean International, Carnival, Holland America Line, Princess, Virgin Voyages & Celebrity Cruises)

The Objective

Build awareness of Cruise and drive consideration and purchase
intent for cruise travel amongst family and couple market segments

The Strategy

The campaign was divided into two pillars: Awareness (funded by Flight Centre) & Partnered Inspiration (funded by Cruise line partners). This was further supported by owned channels across point of sale, website, email & social.

Implementation

A mass market approach utilising outdoor and print maximised reach amongst our target segments. Transit Portrait Sides targeted key receptive moments, whilst print delivered contextually aligned messaging to those with a proven intent to travel. Partner funded activity delivered high impact inspiration to Cruise Intenders within contextual environments across Press, Programmatic Display & Social. Cinema capitalised on the last week of the holidays, capturing families while they fit in their last activity before heading back to school.

Results

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Darrell Lea

The Brief

Launch Blocks & Bites NPD, drive consideration for Darrell Lea as a credible alternative to other heritage brands and encourage trail.

The Opportunity

As a heritage Australian brand, Darrell Lea traditionally over-index with older consumers who remain the heartland of the brand. This pattern is in contrast with the category, which generally attract younger consumers particularly pre family and family demographics. There was therefore an opportunity to expand Darrell Lea’s appeal to engage with younger audiences, whilst maintaining a connection to our core consumer.

The Strategy

Push the boundaries of what younger audiences expect of Darrell Lea

Implementation

Amongst an omni-channel approach, TikTok was a key channel for the Blocks & Bites NPD launch, as well as subsequent Darrell Lea campaigns. Partnering with sub-culture creators and utilising spark ads for prospecting and retargeting we spoke to our target audience in their own language thus driving strong vocal engagement with the Darrell Lea brand. Other channels included Out of Home, Meta, YouTube, Pedestrian TV, Snapchat, Spotify and SEM.

Results

The Blocks NPD performed in the top 5 SKUs in Woolworths and Coles and the active campaign period delivered a ROAS of 2.6x. Learning and optimising from every campaign, TikTok has continued to be utilised and has been implemented for 5 campaigns so far delivering an engagement rate of up to 5% against an industry benchmark of 2.11%.

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TAFE-Queensland-Logo

TAFE Queensland

Rapid Media and TAFE Queensland have been working in partnership for several years across paid social, digital and search advertising. Over the years, strategies have been developed, altered, and refined to continue to drive reach and efficiency with an omni-channel approach. In August – September 2020 Rapid Media was tasked with delivering a high share of voice for a brand campaign, with the objective of driving awareness and recall. ​

Augmented Advertising

Augmented advertising is becoming more readily available for advertisers to use, and the technology and tools used to create it are now made available through both Facebook and Snapchat. We chose to utilise Snapchat as the platform of choice and worked closely with the team at TAFE Queensland to develop a Snapchat lens that empowered the possibilities of augmented reality, excited and engaged a young audience while still generating brand recall.

The Snapchat lens has the ability to turn the average selfie into a whole new world of possibilities, overlaying effects and animation to the user’s face and surroundings. We built the execution around the concept of the user becoming a fortune teller, looking back through the phone screen at its user and ready to predict its future… career!

The final part of the strategy was to reinforce the brand and drive direct response. We did this by retargeting anyone in the Snapchat feed who had engaged with the lens using a variety of vertical, 10 second industry videos. The outcome was a 12.2% swipe up (click through) rate, far exceeding benchmark.

Key Outcomes

  • Exceeded all Snapchat benchmarks
  • Created low cost, high volume reach
  • Engaged with 73% of core target audience
  • Re-engaged with audiences to drive direct response

Testimonial

“Rapid Media continues to show so much flexibility, innovation and a deep understanding for who we are and what our brand is. I could not be prouder of the work they continuously deliver and the role I get to play amongst it all.”

 

Kate Creevey, Senior Digital Campaign Officer

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Passage Foods Logo

Passage Foods

Rapid Media and Passage Foods formed a partnership in 2021 after a competitive pitch in late 2020, with services including creative development and media planning and buying. The initial scope was to develop and implement the launch of a new TV campaign for the Passage Foods – Passage To India product range. The campaign was deployed in key metropolitan and regional Australian markets in May and aimed to increase consumer awareness and drive sales for the Passage To India range in supermarkets.​

Key Outcomes

Value share for Passage to India for the campaign period was the highest in history. Sales increased nationally as a direct result of the television campaign. Feature product sales from the warehouse tripled during the campaign period. Key competitive share during the same period reduced significantly.

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