SPOTLIGHT by Leo Burnett Sydney for Australian bureau of statistics

SPOTLIGHT

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Industry Public awareness
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Australia
Agency Leo Burnett Sydney
Art Director Sharon Edmondston, Kieran Ots
Copywriter Misha Mcdonald
Designer Eddy Milford, Janifer Wong, John-Henry Pajak, David Mugford
Producer Lester Martinez, Jennifer Borres
Released July 2011

Awards

ADC Awards 2012
Interactive Design Website, Campaign Site (micro-site) - Campaign Bronze

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: AUSTRALIAN BUREAU OF STATISTICS
Product/Service: CENSUS
Agency: LEO BURNETT SYDNEY
Chief Creative Officer: Andy Dilallo (Leo Burnett Sydney)
Creative Director: Kieran Ots (Leo Burnett Sydney)
Copywriter: Kieran Ots (Leo Burnett Sydney)
Copywriter: Misha McDonald (Leo Burnett Sydney)
Art Director: Kieran Ots (Leo Burnett Sydney)
Art Director: Sharon Edmondston (Leo Burnett Sydney)
Designer: David Mugford (Leo Burnett Sydney)
Designer: Eddy Milford (Leo Burnett Sydney)
Designer: John-Henry Pajak (Leo Burnett Sydney)
Designer: Janifer Wong (Leo Burnett Sydney)
Developer: Keong Seet (Leo Burnett Sydney)
Developer: William Parry (Leo Burnett Sydney)
Developer: Kevin Brown (Leo Burnett Sydney)
Developer: Jason Kitson (Leo Burnett Sydney)
Producer: Lester Martinez (Leo Burnett Sydney)
Producer: Jennifer Borres (Leo Burnett Sydney)
Group Account Director: Paul Everson (Leo Burnett Sydney)
Account Director: Libby Weston-Webb (Leo Burnett Sydney)
Account Manager: Neil Duncan (Leo Burnett Sydney)
Account Director: Claire Kesby-Smith (Leo Burnett Sydney)
Media placement: Viral / Internet Film/website - Internet - 20th July 2011
Describe the brief/objective of the direct campaign.
A Census is held once every 5 years in Australia. The primary objective of the Census is to get as many people as possible to participate – higher participation ultimately results in better quality data. Unfortunately research showed that for the general population, the Census is seen as little more than an obligation, and indicated a worrying trend in one group in particular – Gen Y Australians – actively choosing not to participate. We needed to show them that the Census is relevant to them, not a bureaucratic exercise.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of telling our audience to participate in the Census, we decided to concentrate on something we knew they cared about – themselves. So we created Spotlight – a personalised, animated film that shows how all that data relates to each of them as an individual. Spotlight uses existing Census data to create a story about each visitor to the site – who they are, where they live, where they’re from and what they do. And once they’re finished, the site creates a unique infographic for each user and prompts them to share their story with their friends, generating more momentum for the campaign.
Explain why the creative execution was relevant to the product or service.
For the Census, data is their product. So there’s no more relevant way for us to communicate with our audience. But by taking this data and making it engaging – through use of animation, humour and storytelling – we changed how people perceived the Census and helped them understand how those raw numbers ultimately guide decisions that affect their own lives and futures.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In just a few short weeks, and without paid media support, this government website about statistical data was visited by more than a quarter of a million people, each spending on average more than 4 and a half minutes with the content. More than 37,600 personalised infographics were generated and shared online with over 61,500 views and 4,500 'likes'.
And while official Census participation rates won’t be released until later this year, data from Spotlight indicates that more than half of our visitors were from Gen Y, showing that our previously disinterested target were now actively engaging with us.