With the proliferation of doom and gloom articles in the media, it's no secret that Aussie retailers have been facing tough times of late. The strength of our dollar and growing competition from online markets are just some factors leading to a difficult retail period.
In an effort to turn things around for our client, The Well shopping centre in Camberwell, Twenty20 launched The Well Community Press - a quarterly newspaper introducing and highlighting all the retailers at the centre.
The Well Community Press is a lighthearted but informative seasonal publication, with regular features on food, fashion, books, gadgets, health and more. It utilises the knowledge and expertise of The Well retailers to inform consumers of local specials, and keep them abreast of the latest products and trends.
Since the paper's release in late September, the centre has seen positive growth in foot traffic figures - which had been declining compared to figures for the same period last year - as well as a large increase in webpage visits to The Well website. The paper was also used to help build an electronic database of consumers in direct vicinity of the centre, which has proved to be very successful.
Moreover, The Well management and retailers are all very happy with the outcome of the inaugural issue, with additional retailers who didn't purchase ad space in the first paper already signing up for involvement in the next one.
Trevor McCoy, Centre Manager at The Well, said The Well Community Press was a fantastic way to help drive sales and build awareness.
"The paper creates a sense of community and helps foster a connection between The Well retailers and consumers, as well as all residents living near the centre. It celebrates not only the centre but the entire Camberwell area."
The paper is distributed free, as an insert in the Progress Leader, to more than 70,000 residents in Camberwell, Kew, Hawthorn, Glen Iris, Ashburton, Canterbury, Balwyn and Surrey Hills. For advertising enquiries, contact advertise@thewellatcamberwell.com.au.
| The Well Team: |
| Trevor McCoy |
Centre Manager |
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| Twenty20 Team: |
| Laura Opray |
Project Leader/Editor |
| Andrew Panozzo |
Art Director |
| Phil Beale |
Studio Manager |
| Nicole Domanski |
Journalist |
| Stephen Fox |
Production Manager |
| Nick Vargheese |
Digital |
Twenty20 has followed up its successful brand launch for Momentum Energy with a new integrated retail campaign for its SmilePower product. Covering TV, radio, press and online, it promotes a competitive fixed clean energy rate for businesses until 2014 - avoiding any carbon tax surprises.
It's the first major retail campaign for Momentum and sees the return of Dave and Bill from Momentum's inaugural 'Row Row' brand campaign, launched earlier this year. The boys are back on land this time and they're up to their usual high jinks.
The new campaign is in line with the strategy Momentum and Twenty20 have developed to position the company as the leading clean energy supplier for Australian businesses. It addresses consumer uncertainty over the carbon tax issue and playfully highlights that Momentum provides an easier way to get clean energy.
Momentum's Marketing Manager, Natalie Davies, said Twenty20 delivered yet another great campaign acknowledging SmilePower's benefits.
"SmilePower not only offers competitive rates, but also protects customers from carbon price rate increases," she said. "This campaign confirms to prospective business customers that switching to Momentum brings big savings and secures a clean energy future."
For more information on Momentum and SmilePower visit the Momentum website.
| Momentum Team: |
| Nigel Clark |
Managing Director |
| Natalie Davies |
Marketing Manager |
| Laura Balbir-Brott |
Marketing Consultant |
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| Twenty20 Team: |
| Rod Curtis |
Strategy & Campaign Planning |
| Fysh Rutherford |
Creative Director |
| Andrew Panozzo |
Art Director |
| Matthew Ellis |
Copywriter |
| Lee Robinson |
Production Manager |
| Phil Beale |
Studio Manager |
| Nick Vargheese |
Digital Media Developer |
| Hub Productions |
Production House |
| Barry Malseed |
DOP/Director |
| Simon Hoy |
Producer |
| Bang!Bang! |
Sound |
| Bonnie Savage |
Photography |
Simonds Homes have teamed up with the biggest names in building for their Big Brand sale.
Launched this week, the Big Brand campaign is the latest promotion developed by Twenty20 for Simonds, incorporating TVC, billboards, radio, press, online, an accompanying catalogue and display centre signage.
In its third incarnation, the retail focused promotion features all-new advertising (watch the TVC here) and marketing collateral, and acknowledges the big brand suppliers that contribute to building a quality Simonds home.
It aims to generate sales leads and forms part of the innovative and market-leading strategy Twenty20 have developed for Simonds. Previous Big Brand campaigns have proved very successful, beating targets for home deposits.
Simonds Marketing Manager, Daniel Senia, said the Big Brand campaign took a strategic approach different to that of competitors.
"We have established key partnerships with 35 industry leaders, which ensures Simonds meets any market challenges and that we maintain our edge over other builders," he said.
"The opportunity to have these great brands in every category also guarantees that Simonds Homes have the best fittings, fixtures, appliances and construction methods, at the best prices for our customers."
For more information on the Big Brand Sale, visit the Simonds website.
| Simonds Team: |
| Mark Vujovich |
Group GM Sales & Marketing |
| Daniel Senia |
Marketing Manager |
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| Twenty20 Team: |
| Fysh Rutherford |
Creative Director |
| Andrew Panozzo |
Art Director |
| Matthew Ellis |
Copywriter |
| Phil Beale |
Studio Manager |
| Nick Vargheese |
Digital Media Developer |
| Dale Rodgers & Laura Opray |
Client Business Managers |
| Barry Malseed |
TVC Director |
| Hub Productions |
Production House |
The inaugural issue of Evergreen News, Bendigo's latest community newspaper, was launched last weekend. The quarterly publication is produced by Twenty20 on behalf of Simonds Developments, the company behind Bendigo's biggest housing project, Evergreen Waters.
Featuring news, information and progress updates on the Evergreen Waters site, the paper is also a celebration of the entire Bendigo region. With dedicated sections on the area's produce, flora, upcoming events, and interviews with local experts and council members, it highlights all that Evergreen Waters and Bendigo have to offer.
Angus Williams, Twenty20's Project Leader on the publication, said the paper seeks to foster a sense of community and establish Evergreen Waters as the region's leading, innovative development. The launch has already resulted in a spike in traffic to the Evergreen Waters website.
"Evergreen Waters takes a fresh approach to development so we needed a marketing strategy to match," said Angus. "We've created an interesting, highly readable and informative product. It builds awareness and instills a sense of place while construction is in its initial stages, and helps develop a 'neighbourhood feel' for residents as the site grows."
The first issue of Evergreen News also includes features on sustainability, the fibre network and cycling in Bendigo, including recommended trails. There are expert tips on landscaping using natives, recipes and a profile on a local couple who have bought land at the development.
Evergreen News is delivered free to the mailboxes of 35,000 Bendigo residents. If you'd like to advertise in the next issue or for editorial enquiries, email advertise@evergreenwaters.com.au
| Simonds Developments Team: |
| James Hanley |
General Manager |
| Matthew Dean |
Development Manager |
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| Twenty20 Team: |
| Angus Williams |
Project Leader/Editor |
| Gun Woo Suk |
Art Director |
| Nicole Domanski |
Journalist |
| Stephen Fox |
Production Manager |
| Phil Beale |
Studio Manager |
| Joanne Collins |
Graphic Designer/Finished Artist |
Choosing your new home has never been easier, or more convenient, thanks to Simonds Homes' new interactive website.
The updated site is the culmination of several months of hard work by Twenty20's Digital Media Developers, Nick Vargheese and Honshi Ong. Launched at the beginning of May, the site has already doubled last month's online enquiries.
It features video walk-throughs, Google maps integration and improved social media usability, with an enhanced focus on customer satisfaction.
Nick said the new site was not only easier to navigate and use, but was now more accessible to search engines, and optimised for mobiles, iPads and all modern browsers.
"We've really tried to integrate all the technology available to us to make it as convenient as possible for Simonds buyers and prospective buyers," he said.
"All new customers are given an iPad with every new home sold. The iPad and the MySimonds online tool we designed will allow them to track the building process, ensuring their new home is constantly at their fingertips."
MySimonds provides building updates and alerts, detailed reports, and an interactive timeline for each stage available, allowing buyers to share the experience with family and friends.
Mark Simonds, of Simonds Homes, said the team were very happy with the result and excited to be offering this extra level of customer service.
"The site has so many new features," Mr Simonds said. "We now have extensive photo galleries with larger images, a new house and land section with more than 3,000 packages to choose from, you can 'favourite' the homes you like and share them with friends on Facebook, but most importantly, it's incredibly easy to use and navigate."
Click here to check out the new site.
| Simonds Team: |
| Daniel Senia |
Marketing Manager |
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| Twenty20 Team: |
| Fysh Rutherford |
Creative Director |
| Andrew Panozzo |
Art Director |
| Matthew Ellis |
Copywriter |
| Dale Rodgers & Laura Opray |
Client Business Managers |
| Nick Vargheese & Honshi Ong |
Digital Media Developers |
Twenty20 are very pleased to announce that we were nominated for the 2011 Siren Awards Final Call, as finalists in all three categories. Congratulations in particular to our Creative team, Matthew Ellis and Andrew Panozzo, who worked on the campaign and supervised production.
The national Siren Awards are held annually by Commercial Radio Australia and recognise excellence and creativity in commercial radio advertising. According to the Siren website, the awards aim to 'promote and reward the radio commercials that stand out from the crowd each year'.
With over 800 entries, it's a big honour to have been nominated for our work for People Telecom. Our campaign promoted People Telecom's small business telecommunication offering and featured four radio executions. We received nominations in the categories of Campaign, Single and three for Craft.
The winners were announced on May 6 in Sydney at a breakfast held at the Star Room, Imax Theatre. Matt and Fysh attended the event to represent Twenty20 and by all accounts it was a great day.
"Unfortunately we didn't win but it was a real compliment to have our work recognised by our peers," said Matt. "We congratulate all the winners and look forward to competing against them again next year!"
Twenty20 have previously been nominated for the awards in 2009 for our work with Thirsty Camel.
The campaign was engineered by Paul le Couteur at Flagstaff Studios.
Listen to the ads here
Thirsty Camel have discontinued their 'HUMP' TVC and relaunched an edited version online, after the Advertising Standards Board declared the ad breached their Code.
Our Creative Director, Fysh, created the modified ad in order to further the debate about censorship and freedom of expression. The edit has sparked media attention in Australia's major newspapers and on ABC Radio National, generating a lot of conversation for the Camel brand.
The original cheeky campaign featured removable 'HUMP' stickers posted over city street signs, directing people to 'express HUMP' and 'casual HUMP', with the challenge to 'Think Camel'.
The ASB ruled that the ad, which was designed as a light hearted way to encourage people to visit Thirsty Camel Bottleshops, portrayed violence and endorsed vandalism.
However, Fysh questioned the banning and the reasons behind it.
"It seems to me that rather than reinforcing social values, the ASB are dabbling in social engineering. They're not reflecting community attitudes, they're trying to shape them with their moral judgements," he said.
"The ASB would like us to stop thinking, to stop doing certain things, in case we might influence society. Do we really believe that people watching this ad will be compelled to commit acts of violence and vandalism? Of course not. The ad's not exploiting society in any way."
Thirsty Camel's Marketing Communications Manager, Leah Menzies, agreed, saying the ad simply reflected popular culture while staying true to Camel's spirit of irreverence.
"The 'vandalism' our ad was banned for is inspired by street art, which is prolific in Melbourne and around the world, and is actually a recognised and popular art form within our target market," she said.
"The core brand value of Thirsty Camel is irreverence. It might be seen as a little controversial sometimes but it's always well-meaning. The HUMP stickers we used were immediately removed after filming finished. We didn't set out to offend and we certainly didn't aim to endorse violence."
The original TVC was very well received by Thirsty Camel customers and many expressed their annoyance at the banning.
Visit Thirsty Camel's Facebook page to view the original and edited version, and decide for yourself if the ad portrays violence.
Melbourne will soon be home to a new architectural landmark - the Phoenix Apartment building at 82 Flinders Street. Located at the top end of town, Phoenix will house 28 luxury, full-floor apartments.
The project team of Knight Frank, Fender Katsalidis, R-Co Design and Twenty20 created a distinct campaign for Phoenix, which has proved extremely successful so far. More than two thirds of all apartments have sold in just a month since the launch.
Our publicity management secured a write-up of the development in The Age, which was the most viewed article in the Age Business section for two and a half days.
We also developed an integrated advertising campaign to promote the launch of Phoenix, one that breaks the mould of traditional real estate advertising and takes advantage of the building's unique offerings.
Angus Williams, who oversaw advertising creative on the project, said the 'I am' concept highlighted the full-floor ownership as well as the lifestyle possibilities Phoenix offers.
"The Phoenix apartments provide something different - a whole floor to yourself where the lift is your door - so the advertising had to reflect that," he said.
"We created a campaign that really focused on Phoenix's market, unlike other real estate ads that emphasise a building's 'glass and steel'."
Knight Frank Real Estate project marketing director, Tom Ormerod, said our approach established an identity for Phoenix and targeted the right market, resulting in a very successful and positive outcome.
"The campaign Twenty20 delivered encapsulates all the reasons to take advantage of this amazing opportunity," Tom said.
"Designed by the award-winning Fender Katsalidis Architects (Eureka Tower, MONA, Ian Potter Museum of Art), no expense has been spared in the creation of the Phoenix apartments."
"This includes the very best in design and fixtures, and private balconies on every floor with expansive 180 degree views."
"The building itself will be wrapped by a light bar which curves like a ribbon around the building and cascades around exterior walls and balconies. Made from steel cladding and set above LED lighting, the light bar will transform the structure and the city skyline at night."
For more information on Phoenix visit the website.
Australian Red Cross have embarked on an exciting strategy of creating new retail outlets for different market segments. Twenty20 have been working with Red Cross to develop this strategy and create the brand identity.
One of the first retail outlets to open under the new approach is the Red Threads Paddington store on Oxford Street in Sydney. Recently launched, it injects a bit of glamour to Red Cross's stable of shops.
Twenty20 dynamo designer, Joanne Collins, created the Red Threads brand mark and Celebrity Threads artwork, as well as the invite for the launch.
Celebrity Threads is the store's capsule range of new-season pieces donated by celebrities and fashion labels including Scanlan & Theodore and Cate Blanchett.
Jo said her design was inspired by vintage fabrics and typefaces, brought into the digital world.
"I feel to a certain extent that's what Red Cross stores are about - clothing from a different era in fashion, something that the consumer can purchase which is unique," she said.
The gorgeous Megan Gale, Red Cross ambassador, hosted the launch. Twenty20's equally gorgeous client business manager, Penny Showers, was in Sydney for the opening and said it was a huge success.
"The layout of the store looked fantastic, there was an impressive range of good quality product and the event received a lot of positive media attention," Penny said.
"We've been working with Red Cross on developing the new strategy for quite some time, so it was great to see it all come together."
The general counter signage to be used across all Red Cross and Red Threads stores was also designed by Jo.
Proceeds from store sales go towards supporting Red Cross's humanitarian efforts, so check out the website for more info and nab yourself a designer bargain or two!
| Red Cross Team: |
| Olivia Cozzolino |
General Manager Merchandise |
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| Twenty20 Team: |
| Penny Showers |
Client Business Manager |
| Joanne Collins |
Graphic Designer |
Thirsty Camel bottleshops recently launched a new campaign created by Twenty20, mischievously encouraging the public to take part in a little casual 'HUMPing'.
The cheeky campaign featured 'HUMP' stickers sneakily posted over city street signs, directing people to 'express HUMP' and 'casual HUMP', with the challenge to 'Think Camel'. It comprised FTA and Digital Television, with integration across online, outdoor and social media, and ran throughout Victoria and Tasmania.
Our Creative Director at Twenty20, Fysh Rutherford, said the aim was to develop a strong but playful concept that could be communicated over multiple platforms.
"We wanted an idea that could really extend Thirsty Camel's investment and be used across lots of different media - social, digital, in competitions and events," he said. "The 'Think Camel' campaign was cheeky and irreverent and we really had some fun in executing it."
Thirsty Camel Marketing Communications Manager, Leah Menzies said the concept was a great match for the brand.
"The campaign Twenty20 came up with really fit in with our brand values," she said. "It's been a few years since our successful launch so the 'Think Camel' campaign provided us with a great opportunity to refresh our brand and reconnect with our customers."
The cheeky TVC and print ads attracted a lot of attention, particularly from the Advertising Standards Bureau! Thirsty Camel got a great response from the campaign and it was very successful in meeting its short-term aims.
Watch the TV ad
| Thirsty Camel Team: |
| Leah Menzies |
Marketing Communications Manager |
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| Twenty20 Team: |
| Fysh Rutherford |
Creative Director |
| Andrew Panozzo |
Senior Art Director |
| Matthew Ellis |
Senior Copywriter |
| Penny Showers |
Client Business Manager |
| Nick Vargheese |
Digital Media Developer |
| Florea Nuthall & Mark Tzintzis (OMD) |
Media Planner/Buyer |
| Matt Weston |
TVC Director |
| The Pound |
Production House |