The Challenge
Capturing the Aussie spirit
Australia Day, it’s a day of national pride, over-indulgence, and chilling out on the beach. To get their customers into the spirit, Aussie wanted to send them a little something to celebrate the day.
Lowe’s job was to find and brand a cool or useful premium that could be mailed out to around 70,000 households that are customers of Aussie, most of whom had used Aussie’s mortgage broking services.
Our solution
Happy Aussie Day
We quickly realised that it’s difficult to mail out something that appeals to Australians of all ages and backgrounds. And the only winner in that situation would be Australia Post.
So we looked for different ways to capture the spirit of the national day.
The result was a website—happyaussieday.com.au—based on a typically idyllic Australian beach scene. Neatly arranged on the beach were the accoutrements of a family picnic, including a portable grill, a sea kayak and a waterproof digital camera.
We sent Aussie’s customers an unusual invitation. This cost-effective mailer looked like a stub of raffle tickets, complete with unique numbers. When customers visit the site, they allocate their four tickets to the prizes they’d like to win.
Aussie’s customers are more financially savvy than most, and they’re more inclined to play with numbers. So we added an extra feature to the website: updates on the number of tickets allocated to each prize. Customers can return to the site and ‘do the odds’ in an instant, and if they want, they can switch their tickets to new prizes that offer better odds of winning.
Results
A win-win situation
The competition started on 11 January 2010, and raffle tickets were mailed out to 70,000 addresses. Just nine days later—10,900 people had entered, beating the 15% response rate target of 10,500 entries.
Many people have returned to the site more than once, to update their ticket allocations, and these numbers will rise. As we approached Australia Day itself, email reminders were sent to customers who are on Aussie’s database.