Illuminating The 2018 Vivid Campaign
Campaign Overview
Highlight the view of Vivid from atop the Harbour Bridge whilst also bringing to life the Vivid experience on the Climb with an interactive dancefloor at the apex.
Target Segments
- Sydney-siders PPL 18-35
- Women 35+
- Corporates
Campaign Strategy
Building on the success of last year’s Vivid campaign and also Expanding Reach of two new segments ie. Females Aged 35+ and The Corporates.
Channel Selection & Media Deployment
- Time Out, Concrete Playground and Eat Drink Play were used to reach the core audience of 18-35 year old’s in Sydney deploying a combination of Native Content, Display, Social and Competitions.
- Mamamia was added to engage with the Females Aged 35+ through Native Content and Display and Social Media
- Finally, the Corporate messaging was disseminated via the oOH! Locate in office towers in the CBD with close proximity to BridgeClimb
The Outcome
- The Vivid 2018 campaign was a great success with a sales uplift of 10% YOY.
- The Native Content pieces performed really well for this campaign creating a lasting branding message that was engaging, highly relevant and actionable for readers.
- In addition, the competitions attracted high interest with publishers reporting that entries were exceptionally high for their respective platform, achieving in excess of 4,400 entries in total.
