Adelaide City Council Case study ALREADY HOME by Clemenger BBDO Adelaide

ALREADY HOME

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Industry Government & Other Authorities
Media Case study
Market Australia
Agency Clemenger BBDO Adelaide
Creative Director Greg Knagge, Geoff Robertson
Art Director Dave Lawson
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: THE ADELAIDE CITY COUNCIL
Product/Service: RESIDENTIAL GROWTH
Agency: CLEMENGER BBDO ADELAIDE
Date of First Appearance: Dec 20 2010
Creative Director: Greg Knagge (Clemenger BBDO Adelaide)
Creative Director: Geoff Robertson (Clemenger BBDO Adelaide)
Copy Writer: Amy Weston (Clemenger BBDO Adelaide)
Art Director: Dave Lawson (Clemenger BBDO Adelaide)
Digital/Designer: Ollie Prenton (Clemenger BBDO Adelaide)
Agency Producer: Christian Russell (Clemenger BBDO Adelaide)
Agency Producer: Holly Horne (Clemenger BBDO Adelaide)
Agency Producer: Yvonne Karabatsos (Clemenger BBDO Adelaide)
Account Manager: Courtney Stables (Clemenger BBDO Adelaide)
Agency Producer: Kirsty Allison (Clemenger BBDO Adelaide)
Media placement: Press - Sunday Mail, Rip It Up, Ad Mag, SA Life - 22/12/2011
Media placement: Outdoor - Bus Shelter - 19/12/2010
Media placement: Website - Online - 16/12/2010
Media placement: Social Media - Facebook, Twitter - 16/12/2010

Describe the campaign/entry
The Adelaide City Council was looking to drive residential growth within the CBD. However the Council had a stigma of being old fashioned and out of touch, so they needed to reach their audience in a new unexpected way. AlreadyHome.com.au was created: a place where existing residents could share their stories.

Describe how the campaign/entry was launched across each channel in the order of implementation
In collaboration with local artists, we created film documentaries, photo journals and written stories which told the residents' stories. A campaign driven by truths rather than sales techniques meant the audience connected with the city in a genuine way. An advertising campaign, with no Adelaide City Council branding, told people where to find it. So people could visit, learn more about living in the city and share their own stories.

Give some idea of how successful this campaign/entry was with both client and consumer
AlreadyHome.com.au has been a turning point for Adelaide City Council and its residential campaign. The audience is now generating their own content, discussing the city positively in a new light. The Council is now able to speak to their market, without the predisposed stigma. And Adelaide is proud and enthused about what this city has to offer.