Australian Government Promo, Case study THE LINE CASE STUDY by J. Walter Thompson Sydney

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market Australia
Agency J. Walter Thompson Sydney
Director Chris Haugue, Arthur Filroy
Executive Creative Director Angus Hennah
Art Director Michael Malherbe
Copywriter Laurie Geddes
Producer Steph Sands, Liz Fell, Lisa Hauge
Released September 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: FASCHIA
Date of First Appearance: Sep 30 2010
Entry URL:
Executive Creative Director: Angus Hennah (JWT)
National Creative Director Digital and Direct: Ashadi Hopper (JWT)
Copywriter: Laurie Geddes (JWT)
Art Director: Michael Malherbe (JWT)
TV Producer: Amanda Slatyer (JWT)
Planner: Andrew McCowan (JWT)
Digital Director: Daniel King (JWT)
Print Producer: Paul Blackwood (JWT)
Digital Art Director: Paulina Hobbs (JWT)
Flash Developer: Clinton Francis (JWT)
Producer: Liz Fell (JWT)
Producer: Steph Sands (JWT)
Community Manager: Julie Delaforce (JWT)
Director: Chris Haugue (Halo Pictures)
Animation Director: Simon O'Leary (Halo Pictures)
Director: Arthur Filroy (Halo Pictures)
Producer: Lisa Hauge (Halo Pictures)
Illustrator / Art Director: Dave Shooter (Halo Pictures)
Sound: Steve Hessell (Plush)
Digital Development: (Next Digital)
Media placement: Print Ads - National Magazines (Cleo, Dolly Cosmo) - 4/7
Media placement: Webisodes - The Line Website - 30/9
Media placement: Drawing App - The Line Website - 30/9
Media placement: Facebook Page - Social Media And Parenting Sites - 4/7
Media placement: Banner Ads - Social Media And Parenting Sites - 4/7

Insights, Strategy & the Idea
Teenagers getting into relationships are often confused about what is and isn’t appropriate. When it comes to disrespectful behaviour, especially in the uncharted territory of sxting, txting and cyber bullying, many simply don’t know where to draw the line.

Although the Australian Government was keen to promote more respectful relationships, they recognized that teenagers don’t respond to being preached to.

Hence the idea of “The Line” – an online campaign that invites teens to discuss the issues amongst themselves in a non-judgmental environment.

Creative Execution
Banner ads drove teens to a Facebook page and web-site, where they could join in the conversation, respond to polls and blogs, explore different outcomes in a series of interactive videos and express their feelings with a customized drawing tool.

Visually, the idea was brought to life with continuous line animation and illustration, giving it a consistent look and feel across the campaign.

Results and Effectiveness
Facebook likes grew by 2,000 a day in the first two weeks and are now over 50,000. Visits to the page remain high, with over 4 million impressions so far, and a surprisingly deep and passionate level of engagement.