Category: Best Online Advertising in a Promotional Campaign
Advertiser: PACIFIC BRANDS UNDERWEAR GROUP
Product/Service: BONDS
Agency: CLEMENGER BBDO MELBOURNE
Creative Chairman: James McGrath (Clemenger BBDO)
Executive Creative Director: Ant Keogh
Account Management Team: Mark Gretton/Doni Savvides/Mel Lay/Lachy Larmour
Agency Producer, Print: Monique Martino
Agency Producer, TV: Sevda Cemo
Art Director: Ben Couzens/Tom Martin
Copywriter: Jim Ingram/Julian Schreiber
Creative Director: Jim Ingram/Ben Couzens
DOP/Cinematographer: Christopher Tovo/Shelley Farthing Dawe/Andrew Dunlop
Editor: Sam Coates/Andrew Dunlop
Flame Artist: Sam Coates
Music Production Company: Level Two Music
Christopher Tovo: Ci Melbourne
Post Production Company: Hub Plus
Production Company: Ci Melbourne
Retoucher: Visual Thing
Strategic Planner: Mike Derepas
Media placement: TV - Nationwide - 28th Feb 2012
Media placement: Outdoor - Nationwide - 28th Feb 2012
Media placement: Online - Nationwide - 28th Feb 2012
Media placement: Press - National - 28th Feb 2012
Media placement: PR - Nationwide - 28th Feb 2012
Describe the objective of the promotion.
Bonds is the largest clothing manufacturer in Australia and has been around for over 96 years. It’s a brand worn by Aussies of all ages, from newborn babies right through to grandparents. In fact, it’s such a common part of their daily lives, that people take it for granted. We needed to do something that made people love the brand and not just wear it.
Describe how the promotion developed from concept to implementation.
The Birthday Project set out to find 1 person born on every single day since Bonds began back in 1915. That’s 35,301 people. The promotion started with a Casting Call on Facebook to find ‘real’ people for posters, eDMS and online banners directing people to the website. From there, people found their birthday in the timeline and uploaded a photo of themselves on their date. Each person that ‘claimed’ their date received a one-of-a-kind Bonds tee, personalised with their birthday. Images from the project were then used to create a 30 second TVC and other ongoing communications down the track.
Explain why the method of promotion was most relevant to the product or service.
We needed to get people of all ages to re-engage with a brand that almost has too much history. To do this we allowed them to own a day in this history. Their birthday. In return, they received a personalised Bonds Tee, which they wore with pride. That’s 35,301 walking billboards effectively saying ‘Bonds is back’.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We imagined it would take 3 months to complete the project. In the first 24 hours, 20,000+ Aussies claimed their day in Bonds’ history. In fact, with a new upload every 3.8 seconds we needed to shut the site down for a short period and add 10 times the amount of moderators to catch up on the backlog of entries.
To Date:
80,000+ uploads.
Over half a million page views
Average time spent engaging with site: 9.42 minutes
400% increase in traffic to Bonds online retail store
Auscan data shows Bonds re-emerged as Australia’s Favourite Clothing Brand (above ADIDAS and NIKE)