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SUB CATEGORY :
BEST INTEGRATED DIRECT CAMPAIGN
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COMPANY ENTERING :
CHE PROXIMITY, MELBOURNE
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TITLE :
INCONVENIENCE STORES
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BRAND :
SWANN INSURANCE
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ADVERTISER :
SWANN INSURANCE
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AGENCY :
CHE PROXIMITY, MELBOURNE
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MANAGING DIRECTOR :
MICHAEL TITSHALL
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CHIEF EXECUTIVE OFFICER :
CHRIS HOWATSON
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CHIEF CREATIVE OFFICER :
ANT WHITE
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CREATIVE DIRECTOR :
JOE HILL/GARRET FITZGERALD
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COPYWRITER :
CAMERON BELL
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ART DIRECTOR :
SAM DICKSON
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ACCOUNT DIRECTOR :
BRYCE COOMBE
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ACCOUNT MANAGER :
SOPHIE TURNER
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STRATEGIC PLANNING DIRECTOR :
NATHAN ROGERS
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DESIGNER :
MATT ALLPASS
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FILM PRODUCTION COMPANY :
CHEP FILMS, MELBOURNE
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DIRECTOR :
MATT WESTON
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HEAD OF CHEP FILMS :
JULIE DUFF
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POST-PRODUCTION COMPANY :
CHEP FILMS, MELBOURNE
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EDITING/VFX :
DAMIAN CAPICCHIANO
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POST PRODUCER :
JEN LIVINGSTON
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SOUND PRODUCTION COMPANY :
CHEP FILMS, MELBOURNE
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SOUND STUDIO PRODUCER :
MATT THOMPSON
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PRINT PRODUCTION COMPANY :
CHE PROXIMITY, MELBOURNE
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DIRECTOR OF PHOTOGRAPHY :
LIAM GILMOUR
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PRINT PRODUCER :
TOM WELLER
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THE BRIEF :
SWANN’S CURRENT BRAND CAMPAIGN WAS TIRED AND HAD BEEN RUNNING FOR THE LAST 3 YEARS. SWANN NEEDED SOMETHING NEW TO RE CAPTURE HEARTS AND MINDS OF RIDERS AROUND AUSTRALIA.
WE NEEDED TO REIGNITE MOTORCYCLIST LOVE OF RIDING.
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THE STRATEGY :
AUSTRALIA IS HOME TO SOME OF THE GREATEST MOTORCYCLE RIDES IN THE WORLD. DESPITE THIS, RIDERS WERE ONLY GETTING ON THEIR BIKES JUST TWICE A MONTH. WITH AN UNMATCHED PASSION FOR RIDING, SWANN INSURANCE BELIEVE BIKES SHOULD BE ENJOYED AS MUCH AS POSSIBLE. BEYOND THE BEST SPECIALIST COVER, SWANN WANTED TO GIVE RIDERS EVEN MORE PERMISSION TO OPEN THE THROTTLE.
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THE EXECUTION/THE EXECUTION & CRAFT :
TURNING A QUICK TRIP INTO AN EPIC ADVENTURE, INCONVENIENCE STORES OPENED AT THE END OF SOME OF AUSTRALIA’S BEST RIDES. THEY WERE STOCKED SWANN’S OWN BRAND OF INCONVENIENT PRODUCTS,
ALL OF WHICH OFFERED AN INSURANCE DISCOUNT. A TV SPOT ANNOUNCED THE OPENING OF THE STORES TO THE NATION, AND DIGITAL MAPS AND OUTDOOR SHOWED RIDERS THE FURTHEST ROUTES. WITH SOCIAL, AND PR MAGNIFYING THE MESSAGE, RIDERS SOON HIT THE ROAD. GETTING THE MILK, NOW MEANT GETTING ON YOUR BIKE FOR HOURS (AND IN SOME CASES DAYS).
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THE RESULT :
FROM ENTIRE CLUBS, TO CELEBRITIES, ENTHUSIASTS AND CASUAL RIDERS, ALL TYPES ON ALL KINDS OF BIKES BEGAN GOING GREAT DISTANCES TO GRAB THE MILK (SOME EVEN INTERSTATE). AND SWANN INSURANCE PROVED IT UNDERSTOOD RIDERS BETTER THAN ANYONE ELSE. -LEADS UP BY 22%. -ONLINE ENGAGEMENT INCREASED BY 284%
AND -REVENUE UP 52.6% FROM THE PREVIOUS YEAR.
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