Campaign for an Australian icon fires up the market.
To reignite consumer interest in this iconic Australian brand by bringing new meaning to the reasons why, after 40 years, it’s still No. 1 Under the Australian Sun. A tight budget had to stretch across the ATL and BTL integrated campaign.
The claim ‘No.1 Under the Australian Sun’ has to have good reasons behind it. A key insight led us to that reason. Consumers want an exterior paint that doesn’t peel or crack, Wattyl Solagard took the lead and presented its credentials as the flexible paint that stands up to the harsh Australian conditions, differentiating itself on this core benefit.
Efficiencies and smart thinking were required to provide a quality campaign; we repurposed an existing TVC and included a simple animation to demonstrate the flexibility benefits.
TVC, radio and digital
Branded video content
Social media campaign
B2B Trade support
An integral part of bringing the campaign to life and reinforcing the No.1 status was the branded content for social channels. Branded Content included competitions around summer’s No.1 Song, Movie and Project.
Video content was created to promote a beach tent GWP; the ‘Beach Tent Challenge’ was created to test how quick Aussies could fold away their beach tents, or not, as was often the case.