Late 2009 marked the 30th anniversary of Australia's leading one-to-one communication company Salmat Limited. Salmat employs 8,500 people and last year turned over $850M. Having worked closely with the senior leadership team at Salmat for the past three years Salmat turned to Twenty20 in partnership with Edelman Public Relations to create a momento of this very special occasion. The team decided to create a limited in number and individually numbered book - "Zero to a billion".
The team at Twenty20 and Edelman Public Relations commissioned Mark Jones (former AFR Technology Journalist) to write what would become a significant publication. Once involved in the project it became clear this would be an important publication, involving a series of in-depth interviews with multiple stakeholders including current staff across all levels, families, former employees, clients (current and former) just to name a few. In addition to the stories was an accompanying photographic library of more than 5000 images which formed the basis of the books visual foundations.
The book was successfully used as an opportunity to raise funds for charity via the Salmat Activate program, Salmat's charitable giving scheme where each dollar donated was matched dollar-for-dollar by the organisation.
The book celebrates a tremendous milestone for an icon of Australian business, Twenty20 congratulate Peter Mattick and Phil Salter on their outstanding achievement.
The Twenty20 design and production team are to be congratulated on an outstanding result.
To hear more about the Salmat story, or to see the book please contact your Client Business Manager or Cole Spender on (03) 9654 7788.
| Client Team: |
| Ian Jones |
General Manager Sales |
| Jennifer Miller |
Executive Assistant |
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| Edelman Public Relations Team: |
| Nic Jarvis |
Associate Director - Sydney |
| Katherine Murphy |
Senior Account Manager |
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| Twenty20 Team: |
| Fysh Rutherford |
Creative Director |
| Cole Spender |
Client Business Manager |
| Gun Woo Suk |
Senior Designer |
| Glenda Kwan |
Production Manager |
| Phil Beale |
Studio Manager |
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| Printed by: |
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| Good Impressions - Sydney |
Following the successful re-branding and positioning of Salmat Limited Twenty20 have developed a comprehensive launch campaign to educate business decision makers of the power that lies within Salmat and it's four divisions.
Working with OMD Melbourne the campaign has so far been rolled-out in key magazine and press titles including the Australian Financial Review, BOSS Magazine, Financial Review Magazine and Qantas the Australian Way including several key industry press titles.
The campaign centres around the powerful thought of 'one to one communication on a mass scale' and showcases Salmat's ability to communicate on behalf of their clients with each and every Australian on a one to one level every minute of every day. Illustrated through a series of thought provoking imagery shot by Chris Budgeon in various locations around Australia, the campaign highlights each of the major demographic groups and the way in which Salmat reaches them one to one. More...
Lasoo.com.au is one of three new products to originate from Salmat DigitalForce in the latter half of 2007, and the first new product to market under the new look Salmat Limited brand.
Lasoo.com.au is an aggregated retail advertising website, gathering traditional retail advertisements such as catalogues, press, TV and radio and converting them into retail offers completely browsable and searchable by product, price, retailer, suburb, brand or category. Put simply, Lasoo.com.au is a search engine for retail offers.
The communication strategy, brand identity and creative campaign was created, developed, and executed by Twenty20. The creative idea focussed around introducing a new phrase to the shopping process – pre-shop – and alluding to the power it gave to consumers through a series of intriguing ads that directed people to the website.
OMD developed the media plan, strategy, and executed one of the more impressive premium outdoor buys of 2007.
Within weeks of its November launch, Lasoo.com.au has been a huge success with Hitwise data placing it as a market leader. The number of Unique Visitors continues to grow with daily peaks of just under 20,000 late in November and over 44,000 in December, as people were ‘pre-shopping’ for Christmas. To date, Lasoo.com.au has served more than 700,000 daily unique visitors, 64 million product offer impressions and 7 million page views on behalf of participating retailers.
“New shopping search engine, Lasoo featured as the fastest moving search term to the Shopping & Classifieds industry for the 4 weeks ending 1 December 2007, indicating a successful launch campaign.”
Sandra Hanchard, Hitwise, 11 December 2007
Along with the consumer success of the website, the response from retailers to the product has been over-whelming with over major 50 retailers participating.
The campaign rolled out Australia-wide with a mix of direct mail, premium outdoor, transit media, radio and digital.
