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Mission Australia performs a number of vital roles in Australia, including employment assistance, housing assistance and more than 300 other services.
This ground breaking viral production was the first to use personalised video, where the actual video content is customised, not just the surrounding peripheral elements. Please make sure your sound is on! To convey the breadth of the campaign so you can fully understand the importance of the viral idea, to the right we have created short movies for you to see all the elements involved in this succussful execution, including cinema, 360 TV and especially the interactive element; the content is good, but it is the innovative use of technology that really stands out, which resulted in a forwarded rate of over 30%, and an open rate above 90%! |
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Background and reasons for the campaign
Please click here for a brief on the overall brand direction. |
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Overall Objectives
Please click here for a brief on the campaigns objectives |
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Cinema and TV advertisements
Please click here to view the cinema advertisement. |
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New ad format - 360 TV!
Please click here to see to see the 360 TV in-centre advertising, and how this channel is effectively leveraged. |
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The Leap to the Song
Please click here to see how and why the song was created, and view the song |
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The final online element. This impressive feature pushes the limit of what the web can do. Rather than the usual Christmas Ecard, this feature allows people to create personalised video, where peoples names are actually unveiled by one of the girls and a personal messages appear in the moving video, and it does so completely seamlessly. The click through rate on this has been 98%. Again, please make sue your sound is on! Type in your Firstname and Surname here and see what happens (we have a special message for AWARD judges!)
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