Project Overview
The Fair Work Ombudsman is an independent statutory office which has a legislative responsibility to promote harmonious, productive and cooperative workplaces, and educate people working in Australia about their workplace rights and obligations.
Falinc was engaged to produce the campaign for the Annual Wage Review 2014. The purpose of the campaign was to raise awareness amongst workplace participants about the annual wage review, drive traffic to the new website, persuade signup to social media, whilst signalling change for both the FWO as an agency and its operations.
Project Commissioner
Project Creator
Team
Jeanette Fallon
Project Brief
To develop an engaging and effective integrated communications campaign to inspire, inform, and persuade a diverse target market to signup to social media, drive traffic to the website, and signal change for both the FWO as an agency and its operations.
The campaign addresses two very distinct target audiences – external stakeholder and internal staff. For this reason, it was important to have a design that would translate well across both social media and digital platforms for external audiences as well as internally via the intranet. These audiences varied not only in age, but in their interests and also in the industries they work in.
The campaign branding was implemented across Electronic Direct Mail (EDM), Google Advertising, images for Facebook, Twitter and Linked In, posters, and banners for the FWO intranet.
Project Innovation/Need
As part of the campaign Falinc created a set of friendly characters, each relating to one of the four launch stages. The creative concepts articulate and illustrate key messages and are presented in a simple and clear manner.
Eye-catching, thought provoking and memorable, the brightly coloured and quirky characters, alongside clever copy, is a new and contemporary look for the FWO which signals change for both the FWO as an agency and its operations.
Design Challenge
From the Fair Work Ombudsman:
“The challenge was to create a dynamic campaign to engage and inspire a diverse market, delivering content that was quite ‘dry’. Falinc did this extremely well, by injecting colour and vibrancy to the creative concept, and got creative with the copy.
"The result is a dynamic integrated campaign – engaging, friendly, and accessible to the diverse target market, and it was something we could have a bit of fun with as well.”
User Experience
From the Fair Work Ombudsman:
“The Annual Wage Review 2014 campaign was very successful, easily identifiable, and we received excellent target audience feedback.
"Social media was critical to the success of this campaign, particularly with the volume of messages that needed to be delivered in a short amount of time.
"The use of one strong visual language for both internal and external communications was a successful tool for creating an immediately recognisable campaign brand.
"Due to the success of the campaign we have recommended that it be further developed for 2015.
"Falinc did an amazing job managing our expectations and produced high quality work within intense time constraints.”
Statistics from the 40 day campaign period include:
• 5,400 new signups on Facebook
• 197 new connections on Twitter
• a significant increase in hits to the website
• the campaign delivered at more than double the average click-through-rate on Facebook
• the content was seen almost 1.2 million times on Facebook by 130,077 people across the country
• the Google Ad campaign reached a total of 237,629 and 19,823 clicks.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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