Special AUNZ use strategy to capture
wonderful, powerful, raw human moments.
These moments take the form of rich,
colourful, reflective stories. Little stories,
with big feelings. Each expertly crafted to
surprise, delight, compel, and sell.
What follows is a selection of *5 famously
ambitious campaigns and my attempt to
deconstruct the strategic thinking that might
have helped to get them there.
*Another week, another accounting error. Look out
for the echidna to get my 5c, on what makes each of
the 6 campaign so bloody fantastic! For kiwi work,
please round up to 10c and substitute 'bloody
fantastic' with 'ka pai', 'choice' or 'mean az'
PARTNERS LIFE - LAST PERFORMANCE
UNLOCK: Kiwi’s love stories about death, so long
as it’s not someone close
Few of us love talking about death, but a quick
look at pop culture and a reframe says something
very different. Insight, media and creative give life
to what's often considered a rigamortic category.
STRATEGY ON A PAGE
Business Problem
When it comes to life insurance, New Zealand is one of the most underinsured populations in the world
Consumer Problem
A “she’ll be right” attitude is self defence against not wanting to have to talk about death
Insight
Kiwi’s love stories about death, so long as it’s not someone close
Single Minded Proposition
Show how the people who die in the stories kiwi’s love are in the best position to communicate the importance of having life
insurance before it’s too late
Consumer Goal
So that kiwi’s can feel a bit more comfortable having important conversations about life and death
Business Goal
Helping Partners Life to raise awareness, consideration and purchase of their life insurance products by 30, 15, and 5% by
Q4, ‘23
VIRGIN AUS - MIDDLE SEAT LOTTERY
UNLOCK: Unassigned flyers rely on random
chance for seating, and the middle seat feels like
losing
In a category considered so price driven, it's
brilliant to see work digging deep into brand DNA
to bring to life meaningful ways to impact
customers and audiences alike
STRATEGY ON A PAGE
Business Problem
While VA have long enjoyed a reputation as “the fun airline”, frugal travelers in a post covid world have threatened to
reignite the price war amongst competitors so VA need to remind flyers they’re included in “the fun”
Consumer Problem
In a long list of things flyers hate about air travel, getting stuck in the middle seat is right up there
Insight
Unassigned flyers rely on random chance for seating, and the middle seat feels like losing
Single Minded Proposition
Show unassigned flyers how random chance can make the middle seat feel like winning
Consumer Goal
So flyers can have a bit more fun with one of the things they hate most about air travel
Business Goal
Reminding even the most frugal travels that VA is committed to including everyone in “the fun” airline, helping brand
consideration, preference and sales to soar by 25, 15 and 5% by Q4, 2023
KATHMANDU - SUMMER NEVER SLEEPS
UNLOCK: Show how taking a good trip outdoors
is like having a good trip outdoors
Where to begin. Play, spirit, soul, semiotics. I love
the beautiful insanity of this work. I watched it
over and again and got something new out of it
each time. Never underestimate fantasy or fun.
STRATEGY ON A PAGE
Business Problem
Sales continue to declined by 20% YOY, as consumer preference data indicates Kathmandu is seen as ‘lacking style’
compared to other outdoor and adventure apparel brands
Consumer Problem
To youthful free spirits, long summer days trapped in an office 9-5 feels crazy
Insight
Taking a trip outdoors is only limited by your own crazy imagination
Single Minded Proposition
Show how taking a good trip outdoors is like having a good trip outdoors
Consumer Goal
Turning ‘stuck inside crazy’ into a crazy good endless summer adventure
Business Goal
Building brand recognition and preference amongst young adults by 20%, while increasing store traffic throughout summer
by 10% in 2023
UBER EATS, NO REPEATS
UNLOCK: Aussie tennis fans love a sport where
anything can happen, but hate getting served
repetitive ads.
Humans have goals, businesses have and goals.
For brand work to work on humans it pays for
businesses to remember this and for the work to
reflect it. Win Win, Net-Net.
STRATEGY ON A PAGE
Business Problem
Market maturity and category saturation has led to a 10% conversion decline for sales activation efforts YOY
Consumer Problem
Aussie tennis fans love a sport where anything can happen, but hate getting served repetitive ads
Insight
Variety make tennis and food more fun
Single Minded Proposition
Show how Uber Eats delivers enough variety to keep tennis fans on the edge of their seat
Consumer Goal
Helping Aussie tennis fans, hungry to watch more tennis, enjoy watching more tennis
Business Goal
Serving up a fresh Uber Eat's message to hungry fans wanting to watch more tennis, cook less food and appreciate brands
that help them do both. Smashing preference, downloads and sales goals, by 50, 25 and 10% respectively by campaign end
date '20
EVERY KIWI VOTE COUNTS - MEDDLE
IN THE NZ ELECTION
UNLOCK: Show Kiwi expats that while voting
overseas may feel wrong, it has just as much
political influence
Beautiful use of the 4C's in action to create a
timely piece of entertaining provocation. Great
example of how fame trumps paid.
STRATEGY ON A PAGE
Business Problem
Non compulsory voting means voter turnout is a challenge for New Zealand's democracy. Despite conveniences such as
online voting, Kiwi expats continue to make up a disproportionately large number of 'no shows' at the ballot
Consumer Problem
Kiwi expats love their home country, but don't realise their vote still counts
Insight
Voting rights don't go away when you leave New Zealand
Single Minded Proposition
Show Kiwi expats that while voting overseas may feel wrong, it has just as much political influence
Consumer Goal
Helping Kiwi expats contribute and stay connected with the country they love
Business Goal
Driving Kiwi expats to the virtual ballot box, increasing awareness and overseas votes by 25, and 10% YOY, while also adding
to the important conversation of an individual's right to contribute towards New Zealand's system of government.
MNDNZ - DAVID’S UNUSABLES
UNLOCK: Stuff means stuff all without your
health
Beautiful and heartbreaking, this work deeply
affected me. Life is so precious, and David is a
hero for using his time to help others realise this.
STRATEGY ON A PAGE
Business Problem
Rare diseases get less attention, and because they get less attention, prevention and support organisations receive less
resources
Consumer Problem
Everyday Kiwis are so busy buying stuff for their lives, they forget what makes life worth living
Insight
Stuff means stuff all without your health
Single Minded Proposition
Show everyday Kiwis looking to buy stuff, that stuff comes and goes, but health is priceless
Consumer Goal
Helping to remind everyday Kiwis, immersed in everyday stuff, that the most precious gift of all is a healthy life
Business Goal
Stirring a national conversation around health, spotlighting MND, and resulting in increased awareness 10% and support
enquires for MNDNZ by 25% by Q4 ‘22.
MORE ABOUT SPECIAL
GROUP AUNZ
Special Australasia are a leading independent creative
company based in Sydney, Melbourne, and Auckland.
In a skeptical world, they push proudly for brand
purpose. They are humans: being, doing and living
brave, open and kind values. Whatever side of the
Tasman you're on, that sounds all good to me. Rebecca
Stambanis is CSO & Partner, Special AU while Rory
Gallery is CSO, Special NZ.
See more, live and in colour at
specialgroup.com.au
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