pusher credentials 2013

CREDENTIALS 2013

LoRNA JANEMovE NouRISh BELIEvE

ThE IDEA

ThE BRIEFWhile 12 million Australians want to live more active lives, research suggested 53% do no form of exercise whatsoever. Activewear company Lorna Jane wanted to inspire women to become more active.

Under the Lorna Jane banner of MOVE NOURISH BELIEVE, Pusher created a campaign to create an Active Nation Day, to be held on September 30.

To rally women to the cause we created a video for YouTube and Facebook that motivated users to join the movement and download a free smartphone fitness app. Fed by real-time GPS, the app allowed users to track how active they were each day and share it to Facebook and a campaign microsite.The microsite collected all users activity and visually displayed how active the entire Nation was each day.

2012 WORK 4 pusheR.cOm.au/cReds2013

80,000+ App DowNLoADS#1 hEALTh& FITNESSIN App SToRE130,000+ uNIquE SITE vISITS 520,000 kMS hAvE BEEN TRACkED30 MILLIoN CALoRIES BuRNED


BRISBANE hEATThE BIg BASh

ThE IDEA

ThE BRIEFBrisbane Heat is one of eight teams in the Big Bash League; the Twenty20 Cricket format designed to appeal to a younger audience at a local level. The challenge was to create awareness of the new team, the new format and league.

Pusher engaged street artists to create a three-story high mural that wrapped around a warehouse next to the team home ground. This formed the basis of an animated TV commercial. YouTube videos of The Heat performing unbelievable feats were then created and seeded to mainstream news including The Age, Courier Mail and ESPN. These were accompanied by a huge social media push.


# 1 ENgAgED TEAM

# 1 SpoNSoRShIp EXpoSuRE IN BBL

52,500+ FB FANS

29,281RECoRD ATTENDANCE

AT FIRST hoME gAME



AMF MoMENTS

ThE IDEA

ThE BRIEFAMF Bowling required a campaign that would resonate with families, young adults, teens and kids, and that would drive customers to consider bowling as an addition to school holiday or weekend activities.

AMF’s ten-pin bowling centres were primarily positioned around shopping malls with movie cinemas. Facebook community polls also suggested that bowling was something most people associated with the movies. We took this knowledge and combined it with the consumer insight that ‘bowling lets you be your silly-self’. The “Moments’ campaign celebrated the magic movie-like moments that everyone has while bowling.


INTEgRATED Tv,ouTDooR, DIgITAL

RECoRD NuMBER oFLANES RESERvED

FAvouRITE MoMENTS:“pISToL FINgERS” &

“DowN-Low Too-SLow”

80,000 uNIquE uSERSREAChINg 158 CouNTRIES

15 MILLIoN ShAREDSoCIAL INSpIRATIoNS

LoRNA JANEYEAR oF You

ThE IDEA

ThE BRIEFLorna Jane is a retail success story for social media with BRW heralding the community as one of the largest and most engaged in the country. The brief was to provide their community with an inspiring application for the new year.

Pusher created a personalised video journey where users’ Facebook data, posts, pictures and comments create the backdrop for a motivational run through the city. This was followed by the ‘You Look Hot’ tagging app, and interactive truck billboards that toured East Coast fitness festivals.


NATuRE’S owNpRogRESSIvE DEvELopMENT

ThE IDEA

ThE BRIEFNature’s Own are one of the largest vitamin brands in Australia. They required a channel ecosystem with social at its core. The new channels were to position Nature’s Own as experts, be easy to navigate and lead consumers from digital to shelf.

To reposition the brand we used Facebook, YouTube, professional Naturopath networks and integrated TV and PR. We also repurposed medical health library content into easy-to-read articles to support onsite information on the brands range of 180 different products.

RESpoNSIvE DESIgN oNSITE EDuCATIoN oN 180 pRoDuCTSINTERACTIvE“I FEEL, I hAvE” TooL


gooDLIFEFITS wITh You

ThE IDEA

ThE BRIEFIn 2012 Goodlife Health Clubs felt the need for a new brand to reflect the in-club experience and differentiate them from the sudden crop of 24-hour gyms. Pusher was tasked with translating the new “Fits With You” brand into an online environment.

As well as making buying memberships easier, Pusher recommended making the site more useful for existing members: providing a online destination that could be personalised to their fitness needs. Members are able to save their favourite clubs and timetables and access them with a single click. The class locator allows timetables to be searched across all clubs, classes and days to build a fitness plan and save it to their calendar. The mobile application also allows users to log their exercises and achieve goals.


DECREASED BouNCE RATE 25%INCREASED vISIT DuRATIoN 35% ovERALL pAgE vIEwS DouBLED


pANADoLMAN FLu

ThE IDEA

ThE BRIEFPanadol is Australia’s leading pain reliever and one of the most trusted brands in the world. In the lead up to winter we were briefed on the development of a campaign for Panadol Cold and Flu. The campaign needed to specifically target the mums and wives of Australia who care for their families when the man-of-the-house gets sick.

The new integrated campaign was called ‘WAMF!’, short for ‘Women Against Man Flu’. Launching with a rally-like infographic video on YouTube and Facebook, the campaign created debate around ‘Man-Flu’ and questioned if indeed ‘Man Flu’ existed.

The Stand In Man competitions followed, which gave women the chance to win a hunky handyman to help with heavy lifting jobs in their house or office. Facebook ads and sponsored stories supported the idea.


2012 WORK

DEBATE IgNITED SoCIAL MEDIA ANgRY MEN wRoTE LETTERS

woMEN LAughED10,000 pEopLE ENTERED CoMp

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AwARDS ANDRECENT RECogNITIoN

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Finalist

FinalistFinalist

Finalist

Finalist

Highly recommendedFinalist

B&T AwARDS - quEENSLAND AgENCY oF ThE YEAR

IAB - BEST uSE oF SoCIAL MEDIA

AIMIA - BEST TouRISM & TRAvEL

IAB - BEST DIRECT RESpoNSE AND LEAD gENERATIoN

EFFECTIvENESS - BEST uNDER 500k BuDgET

AIMIA - BEST uSE oF vIDEo

AIMIA - BEST uSE oF SoCIAL MEDIA, woRD-oF-MouTh oR vIRAL

AIMIA - BEST EFFECTIvENESS

hoTShoT - DIgITAL & INTERACTIvE

IAB - BEST uSE oF SoCIAL MEDIA

2012

2011

2009

2010

aWaRds and Recent RecOgnitiOn

puShER CLIENTS

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agencY cultuRe

CoMpANY CuLTuRE

Pusher’s two founders, Kim Hopwood and Mike Crebar, share HR responsibilities with three other agency directors. This has helped ensure culture parity as the agency has grown.

Holding onto great staff is imperative. Pusher achieves this through a range of initiatives including ‘Pancake Wednesdays‘ (where we enjoy a gourmet breakfast while soaking up a digital-inspired Keynote), ‘Colour Days’ (where all staff accessorise their fashion in the same colour), and ‘Mixed Team Days’ (including activities like cooking lessons and Aussie BBQs).

We thank our roster of social community managers with boozy luncheons once a month and hold ‘Klout Offs’ that reward staff with shopping vouchers for increasing their online influence.

wE LovE ouR pEopLE

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18 pusheR.cOm.au/digitalagencY cultuRe 21 pusheR.cOm.au/cReds2013

Our vision is to help brands truly connect with their customers through social media, creative campaigns, and engaging digital platforms.

We love technology but we also understand that in front of every PC, mobile or device are real people. So to truly connect, Pusher places people front-and-centre and follows social design principles based on human behaviour and consumer psychology in our digital age.

STRATEgICvISIoN

MAkE IT FIRSTMAkE IT FuNMAkE IT CouNT

Be innovative in your work and thinking.

ouR vALuES ARE SIMpLE

Enjoy what you do and working with each other.

Do work you are proud of and that will get great results.

MTV Chrismas event

Xmas card for 2011

Xmas card for 2012

puShER XMAS vIRAL 1,863,000 uNIquE vIEwS

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We differentiate ourselves by providing an environment where staff work on innovative internal projects to create work that’s ahead of the curve.

These projects include the Pusher Xmas Cards. The 2011 card went viral and in 2012 we created the Xmas Meme generator.

We have also created the PusherBOT: a wirelessly controlled agency rover that could be driven around the office with a webcam. And the new TwitterSIGN - send us a tweet and we will broadcast it.

how wE AREDIFFERENT

Personalised cards

18 pusheR.cOm.au/digital

puShER Sydney . Brisbane

[email protected] . pusher.com.au . pusher.com.au/digital

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pusher credentials 2013

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