Richard Bradley

http://www.cellarbrations.com.au/content/iphone-app.aspx

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Cellarbrations - Mobile App

Cellarbrations

OBJECTIVE

1 JUL 2010

iPhone app to check out the latest specials & offers in store

OTHER

1 JUL 2010

Whether you’re out and about or planning your next get together with friends, you can use the Cellarbrations iPhone app to check out the latest specials and great offers in store. Find your nearest store - With Cellarbrations stores all across Australia, no matter where you are, our mobile store locator feature pin points your current location and finds your nearest Cellarbrations store including map and store contact details. Check your shopping list - As you browse our specials, you can create your own shopping list to make your Cellarbrations shopping experience simple and easy.

WEBSITE

1 JUL 2010

SCI FI Channel - Comic-con Quest

OBJECTIVE

5 MAR 2012

Drive awareness and increase Facebook fans

Build awareness of and drive tune in to the following Sci Fi Channel shows Ghost Hunters, Charmed, Sanctuary and Stargate Universe. Build the Sci Fi Channel Facebook fan base. Maximise publicity and encourage sharing.

The Work:

-Concept development

-Social media application design

-Copywriting

-Clue development

-Social media application build

-Google Maps integration

-Refer a Friend eDM

-Reporting

-Legals, Permits, Draw

-Project management

NOMINATED FOR BEST USE OF SOCAL MEDIA IN THE GLOBAL PROMAX AWARDS

Comic-Con International is the mecca for all Sci Fi fans, to leverage the popularity of the expo, we created an campaign to win tickets. We combined an on-air promotion, and built a sophisticated Facebook app which used an innovative integration of Google Maps. This was a great opportunity create an exciting, interactive competition with the objective of driving viewers to SCI FI and ‘Likes’ to our Facebook page. Comic-Con Quest encouraged viewers to collect answers to a range of clues by watching 5 programs over 3 weeks. Each answer secured one entry into the competition. Messaging was simple – watch the shows, solve the clues, board the plane. The campaign received widespread interest. The results were outstanding.

Watch Sci Fi Channel, solve the clues and get the chance to board a plane. Integrating clues and Google Maps into this application was a perfect fit for the Sci Fi Channel’s tech-savvy viewers.

Sci Fi view Salmat Digital as a business partner and the Social Media experts who deliver an end-to-end solution. Including:

-Concept development

-Creative design

-Social integration

-Cross channel promotion

-Build

-Execution

-Reporting and post analysis

-An extension of their team who offer general support and advice

-Innovative integration of Google Maps and Facebook.

RESULTS

1 MAY 2010

This campaign is created much buzz and engagement on the Sci Fi Facebook page. Repeat visitation as the clues engaged users to return a maximum of 5 times throughout the campaign and the number of Facebook fans increased significantly over the duration of the campaign.

This campaign appealed to your inner geek! It has been hugely successful at generating likes and comments on the Sci Fi Channel Facebook page and wall posts were driving word of mouth and tune in numbers.

BBC Knowledge - Louis Theroux - Campaign

OBJECTIVE

9 JAN 2011

Fully integrated Digital Campaign

FACEBOOK

1 SEP 2011

The objectives were to drive tune-in to Louis Theroux programming (existing Louis Theroux fanbase and introduction to a new audience through trail and awareness of BBC Knowledge as the regular destination for Louis Theroux programming as well as increase Social Media/CRM customer base to enable 1-2-1 connection with a fresh audience and build loyalty/advocacy. The Louis Theroux Campaign was a fully integrated Digital Campaign which showcased the best of what Social Media has to offer. To enter the competition viewers were encouraged to watch the shows, grab the clues on Twitter/ Facebook/ BBC Knowledge website and then ‘Like’ the BBC Knowledge Facebook page and enter.

VIEW FACEBOOK

FACEBOOK

1 SEP 2011

The campaign maintained longevity over a 5 week period, with weekly segmented campaigns and a chance to win a $5,000 travel prize at the end. A major strength of this campaign was the online advertising plan which incorporated Google Display Network and Facebook ads. This accompanied by a strategic Community Management Content Plan completed this holistic digital campaign.

VIDEO

1 SEP 2011

The Concept:
• It was genuine, relevant, interactive, sticky and accessible.

• Multichannel: Linked multiple channels to deliver a single communication goal and seamless consumer experience. The channel selection drove interaction and fostered a brand community through Facebook, Twitter, Web and online advertising.

• Engagement: The Content Plan was relevant and engaging to the audience to help build an online Community.

• Brand representation: The concept represented the BBC Knowledge brand through representing factual entertainment and inspire viewers to see life through captivating new perspectives. The variety and diversity of the content would relate to the normal BBC Knowledge viewer.

Australia’s Next Top Model - Social Voting App

OBJECTIVE

9 DEC 2011

First Digital Social Voting in Australia

FACEBOOK

1 OCT 2011

First ever digital social voting in Australia for reality TV show including Facebook, mobile site, website and sms.

Voting across four digital platforms: SMS, Web, Mobile Web and Facebook (as well as integrating Foxtel iTV votes). The vote platform was seamless and enhanced overall vote experience - viewers signed into Facebook or Twitter and Salmat tracked voting via account IDs across three platforms (Facebook, web and mobile web), with SMS votes managed separately.

Social media has been changing the way TV viewers interact with their favourite shows, and fans of Fox8’s hit show Australia’s Next Top Model were able to vote for their favourite contestant via social media sites Facebook and Twitter in an Australian first. The winner of Australia’s Next Top Model was announced at the Live Final at the Sydney Opera House on 25th October 2011.

FACEBOOK

1 OCT 2011

Salmat Digital has worked with Australia’s Next Top Model to enhance the voting process by giving users the option of voting through Facebook and Twitter while still offering the more traditional voting methods Mobile, Web and SMS.

FACEBOOK

1 OCT 2011

Australia’s Next Top Model is the only Australian reality show to offer social media sites as a voting platform. The ANTM FB page was engaging and organically grew passionate Brand Ambassadors. The Online Community engagement was phenomenal, with huge interactions and an industry leader in online Community Management. Social Media played a huge role in promoting the ANTM Finale Event. Fans were promoting the ticket giveaway through the ANTM FB page. Social Media helped give voters a voice. Messages of support were flooding the ANTM FB page. Voters had a sense of involvement and acknowledgement through congratulating their winner on the ANTM FB page.

ESPN Xtreme Being

OBJECTIVE

28 DEC 2011

Drive awareness and increase Facebook fans

FACEBOOK

1 APR 2009

The objective: generate awareness of X Games 17 and increase average viewers for live telecasts and re-airs by +20% YOY among M18-34. Secondary objective grow facebook following by 5000 fans. From anecdotal evidence we knew the X Games had huge potential amongst this demographic but had never launched any off-air activity before. This was a test case to gauge how responsive the audience was to our messages. The challenge was to achieve reach and conversions with a very limited budget and time frame. The campaign had a tight turnaround time of 3 with just one marketing executive to manage the end-to-end campaign process. The core target audience was Male 18-34 and fans of extreme sports in Australia. Using Facebook’s narrow targeting capabilities we were able to fine-tune our targeting to reach special interest groups with high propensity to be fans of extreme sports e.g. fans of brands associated with extreme sports such as Red Bull and TV programs which reach a similar audience

FACEBOOK

1 APR 2009

We also employed Facebook & Twitter to seed the campaign which allowed us to increase our reach cost effectively. This proved very effective with a few high profile Australian competitors re-tweeting our messages. Facebook - mainly for the sharing capabilities cost-effectiveness with opportunity to ‘earn’ media through shares & likes. Geo-targeted posts on affiliate and ESPN pages (Foxtel, Austar, X Games, ESPN US ) plus facebook ads helped drive traffic. To maximize our reach we leveraged our digital assets with flash web banners on ESPN-owned Cricinfo.com, Scrum.com, Soccernet.com, F1.com and ESPN.com with click-throughs to facebook and contra on 3rd party sites NBA Down Under and NFL Down Under. The TVC on ESPN channels drove awareness amongst our ESPN audience, with a strong call-to-action to competition on facebook - encouraging word-of-mouth within their online community. Users were asked to post images or videos via facebook showing how they inject “Extreme” into everyday life in a fun way. This was designed to engage them with the XGames brand with the ultimate goal not to just drive entries but to encourage sharing of videos and votes among their online communities thereby driving awareness of XGames in an innovative, fun way. The prize was to win a $10,000 summer or winter extreme holiday to Queenstown, NZ.

RESULTS

1 APR 2009

Overall X Games 17 saw record ratings for M18+, M18-34, and M25-54. Re-airs were up for most demographics and averaged an X Games record 10,200 viewers per minute (+28%) over 5 telecasts this year. The campaign attracted 36 video submissions with over 17000 tab views, 2700 votes, 1500+ video views and 5115 new ‘likes’ to our facebook page during the 3 week campaign period.

TVC

1 APR 2009

ARU Qantas Wallabies

OBJECTIVE

9 JAN 2012

Support the Wallabies multi-channel campaign

WEBSITE

1 SEP 2011

The key feature of this project was the ability for the ARU ‘Messages of Support’ application to collect information from multiple channels, including Facebook, Twitter, SMS, Blackberry Messenger and a Microsite hosted on www.rugby.com.au , and aggregate these messages into both a live text feed and a messages collage, capturing the profile pictures of those users supporting via faebook with their message of support overlayed.

VIEW WEBSITE

FACEBOOK

1 SEP 2011

By allowing these multiple sources of data collection, the ARU was able to capitalise on the hype and excitement of the Rugby World Cup, collecting valuable data from its strongest supporters while building momentum on social networking sites.

FACEBOOK

1 SEP 2011

The main feature of this application was its ability to aggregate and display real-time messages of support through multiple channels. At any given time, the application was collecting data from the Twitter hashtag #oneteam2011, an SMS number, Facebook and Blackberry. By the World Cup semi-finals, the app had collected over 10,000 messages of support.

VIDEO

1 SEP 2011

NETWORK TEN & SHINE | Junior MasterChef Missing Macarons

Masterchef is a phenomenon and the Junior version of the show was no different. Network TEN gave us a brief to create a digital campaign to deepen engagement with the Junior Masterchef brand throughout the series.

Using the popularity of a key item often used as a challenge in the show, we created a campaign called Missing Macarons where users could search the web for and create their own custom digital 3D Macaron and place it on the Macaron Tower for a chance to win $5,000 cash. The campaign integrated into TEN’s membership database to enable data acquisition as well as social media platforms to maximise reach.

The objective was to create something sticky and interactive for adults and kids. We needed to maximise traffic to the website, increase unique browser numbers and increase time spent on site. With a unique combination of web, social and interactive with created an experience that did just that.

With an average time on the site of 7mins 40 seconds, hundreds of thousands of entries and digital macarons made, shared and submitted to the Macaron tower, this campaign more than fulfilled the brief and exceeded all expectations.

STRATEGY • CONCEPT • CREATIVE DIRECTION • DESIGN DRECTION & UX

Web • Social • Broadcast

2 years ago

Theme: Cavalcade

Salmat Digital Overview and Reel_1

Redbull Mobile - Expansive Email

Redbull Mobile

OBJECTIVE

1 MAY 2013

Expansive Email

EDM

1 MAY 2012

Marketplace challenge

At its core, Red Bull is a drink that stimulates body and mind. Moreover though the brand has become synonymous with a lifestyle that is cool, underground and extreme. This is referred to as “The World of Red Bull”.

It’s about risk taking, going as fast and high as possible; right on the edge without tipping over. It’s about knowing what is happening, what is in, what is now, and not taking yourself so seriously you can’t let yourself go and party, or be completely ridiculous and have a laugh at your own expense.

There are no serious competitors to Red Bull in the energy drink category. It maintains a 70% or better market share in every country in which it is sold.

However, in terms of competing for the attention and free time of the youth orientated target audience the World of Red Bull appeals to, there is certainly competition.

Some brands mimic Red Bull in every way, think Monster Energy, Rockstar Energy, or V Energy. Others target the Red Bull demographic and put on similar events – Coke, Smirnoff, Nike, Rip Curl, Channel V etc.

The newsletter emails will highlight upcoming World of Red Bull events, recap some past events, profile sponsored personalities that make up the World of Red Bull, and generally cover any extreme or cool happenings within the World of Red Bull.

The challenge was to take a fairly conventional medium like email and have it accurately convey and embody the World of Red Bull. To do this accurately we needed to break all convention when it came to email design and development.

To read the expansive email you have to scroll across, down and back across, hence the “this way” and “over here” instructions. It’s specifically been built too big for the average email browser, so that the users engage with the email in a very unconventional way.

TARGET AUDIENCE

1 MAY 2012

The core audience for the creative is hip 17-25 year olds, with a taste for adventure. The marriage of Vodka and Red Bull spreads the audience wider to accommodate the more discerning clubbers.

While covering a diverse range of subcultures, the audience is united in the fact they are all the “in” crowd.

The Red Bull target consumer is everybody who wants to perform physically as

well as mentally. This implies that Red Bull has an attitudinal target group and

not a socio-demographic one.

Red Bull users are people who:

• have strong drive

• want to be mentally alert and physically fit

• are dynamic and performance-oriented

• work hard and play hard.

So the attitudinal target group includes:

• The teenager our on a Friday night with friends

• The college student studying for the exam

• The truck driver driving cross country

• The manager working late at the office

• The athlete during competition

MARKETING STRATEGY

1 MAY 2012

The Red Bull brand is all about pushing boundaries. The product itself was such a first that it created its own category.

Red Bull projects a lifestyle for leaders; those taking that risk, searching for that little bit more, squeezing every inch of fun and excitement out of life.

Our look and feel reflected this. It was designed to be instantly different to all other email communication the customer receives.

Upfront, edgy, cool, fun, exciting, friendly, assured, personal.

Marketing tactics

Potential and current Red Bull consumers received a monthly email that included:

• Red Bull special announcements

• Invites to national events and geo-targeted events

• Invites to Red Bull Consumer competitions.

• Receive upsell for the Red Bull Mobile service

• Third party product offers

Creative strategy

The Red Bull brand is all about pushing boundaries. The product itself was such a first that it created its own category.

Red Bull projects a lifestyle for leaders; those taking that risk, searching for that little bit more, squeezing every inch of fun and excitement out of life.

Our look and feel reflected this. It was designed to be instantly different to all other email communication the customer receives. It had to stop them in their tracks and then encourage them to explore, mimicking the brand experience with Red Bull.

RESULTS

1 MAY 2012

Media Channels used: E-mail

Read: 12+ seconds

Skimmed: 4-11 seconds

Glanced/Deleted: 3 seconds or less

These statistics mean the majority of the people that opened our Red Bull newsletter spent 12 or more seconds with it. This in an age of email is ideal when we are trying to disrupt and communicate to a busy audience with a healthy cynicism for marketing messaging.

38.18% total open rate, which is excellent!

6.73% off the people who opened the email clicked-through to an article, which is above industry averages.

ESPN NBA Dream team

OBJECTIVE

12 DEC 2011

Interactive Facebook Application

FACEBOOK

1 SEP 2011

With the objectives to drive tune-in to the NBA Finals on ESPN and increase the ESPN Australia/New Zealand Social Media following, the NBA Finals Campaign utilised the share-ability and stickiness of Facebook to create this innovative and exciting Digital Campaign.

To enter the competition users were invited to ‘Like’ the page, create their very own NBA ‘dream team’, play the NBA flash game and invite friends to their five player ‘dream team’ to play for bonus entries to win. Players had the chance to instantly win Rebel Sports vouchers by scoring a 3 pointer in the flash game, and the major winner received 5 custom made NBA jerseys for their own dream team.

The campaign ran through the NBA Finals, and cross promotion was key – the Facebook campaign directed fans to watch the NBA Finals and the on-air spots throughout the games directed viewers to visit Facebook to win!

VIEW FACEBOOK

FACEBOOK

1 SEP 2011

The Concept:

Was relevant, interactive, sticky and accessible to the demographic.

Innovative:

The concept was innovative and leveraged ESPN fans’ love of the NBA finals by giving them a chance to create their own Dreamteam and score a 3 pointer with a fun and shareable flash game. It was clever in its approach to share-ability, by allowing the user to create their own NBA dream team and invite friends to join their team to increase their perception of winning.

Engagement:

The Content Plan was relevant and engaging to the audience to help build an online Community.

Brand representation:

The concept represented the ESPN brand by focusing on the NBA Finals which was key programming for ESPN for the duration of the campaign, and representing it in an innovative and share-able manner.

RESULTS

1 SEP 2011

The Finals reached 312,460 individuals (+6% from 2010), the highest network reach for the finals ever. Ratings show that the live telecast of Game 6 of the 2011 NBA Finals attracted the largest average audience EVER RECORDED on ESPN in Australia surpassing the 2009 and 2011 SuperBowl to claim top spot with an average audience of 68,970. Facebook fan base grew by 50.2% (6723 new likes) with 13,440 tab views (NBA app) and 140% increase (m-o-m) in interactions during the campaign period making the ESPN fan page the most ‘liked’ Sports channel fan page in Australia, surpassing the following of main competitors including ONE HD and Fox Sports.

OTHER

1 SEP 2011

The Wiggles Alphabet Adventure

OBJECTIVE

1 JAN 2012

Kids App for iPad

IPAD APP

1 JAN 2012

The Wiggles’ Alphabet Adventure is designed to help kids aged between two to six years improve their communication skills in an entertaining and fun way by taking them on an educational journey through the letters of the alphabet. After 20 years in the industry, The Wiggles continue to entertain children with their unique and engaging performances and are embracing technology as an innovative way for their young fans to further interact with them.

The Wiggles Alphabet Adventure is our newest app release for the iPad. Specifically designed for iPad to allow for richer content and with touch-screen functionality, The Wiggles Alphabet Adventure is a great way to keep the kids entertained during the school holidays and on long trips in the car.

IPAD APP

1 JAN 2012

Part of that is a 40-strong team of developers that includes architects, database administrators and engineers fronted by five specialist mobile App developers that recently created The Wiggles Alphabet Adventure App for iPad. Salmat Digital employed an agile approach to the App’s development, working closely with The Wiggles and Apple in the concept and creative design stages. The concept and creative elements were developed in their entirety by Salmat Digital in three weeks, with the development stage taking four weeks followed by one week of testing and performance tuning.

RESULTS

1 JAN 2012

“We have tried to make this application engaging and interactive so that children learn the basics of the alphabet through fun exploration. Salmat has been our preferred partner on this project due to their depth of services which were not just limited to all aspects of design, development and hosting requirements, but extended to other areas including marketing and promotion.” said Pablo A. Muñoz, The Wiggles Project Manager, Growth & Innovation.

Target Layby site

OBJECTIVE

12 DEC 2011

Layby Functionality Website

WEBSITE

1 SEP 2010

Allowed customers to layby toys via a website for Christmas pick up.

- Customers could browse all Toys that were accessible for layby, they would then select the toys they wished to layby and would be presented with a barcode for in store payment and then pick up at Christmas.

- This would ensure they avoided the hustle and bustle of the crowds in store and would ensure they got the toys they wanted at Christmas at a lower price.

- Customers were able to view images, videos and information in relation to the toys on the site.

- No online payment required, purley layby only.

- Site was simple and easy to use.

- Customers could save a list and complete the list at a later date, toys would be allocated to ensure they didn’t miss out during that time. Customers would also receive reminder email notifications to finish their list.

- Products were added into categories

- Search functionality along with ability to sort toys by price and alphabetical order - Accounts were password and recapthca protected.

RESULTS:

- Early Bird Layby converted better that normal laybys (ie. more customers actually paid off Early Bird laybys)

- Target layby site partially attributed to the 67% increase in traffic to target.com.au and 53% increase to the on-line dynamic catalogue

- Target Layby site contributed to SOV (share of voice) people using search engines to search Toy Sale/Toy related items increased by 29% compared to last year

- Registration to the Target email database directly attributable to the Layby site was approx. 50% higher than in 2010

VIEW WEBSITE

EDM

1 SEP 2010

MTV Virtual Baby

OBJECTIVE

2 JAN 2011

Drive awareness and increase Facebook fans.

FACEBOOK

1 FEB 2011

MTV’s 16 and Pregnant and Teen Mom’s Virtual Baby is a sticky and interactive social media campaign that aligns with two of MTV’s high rating programs; 16 and Pregnant and Teen Mom. The objective was to produce a social campaign that was shareable, innovative and simple. MTV wanted to increase the Facebook fans on both the MTV Australian and NZ pages and drive awareness of the new seasons of 16 and Pregnant & Teen Mom 2.

The Work:

- Concept & Creative development

- Illustration -Copywriting
- Creative Design
- Flash Development
- Hosting
- Social Media Application Design & Build
- Membership Functionality
- Reporting
- EDM Design & Build

The target audience and MTV core demographic (Female audience 16 – 29 years) are multitasking and tech savvy. They are millenials born into a digital world of mobile, online and multi platforms who value connection with their peers which has spearheaded usage of social media.

VIEW FACEBOOK

FACEBOOK

1 FEB 2011

Concept:

Visit MTV on Facebook for your chance to create your very own virtual baby!

The Facebook app took the reality of motherhood to the virtual world by presenting some of the responsibilities of motherhood in an accessible social media environment.Virtual Baby is a sticky and interactive social media campaign that aligns with two of MTV’s high rating programs; 16 and Pregnant and Teen Mom. The objective was to produce a social campaign that was shareable, innovative and simple. MTV wanted to increase the Facebook fans on both the MTV Australian and NZ pages and drive awareness of the new seasons of 16 and Pregnant & Teen Mom 2.

Mechanic:

- Application available on the MTV Australia, MTV New Zealans & MTV 16 & Pregnant Facebook TAB for the brand new season of 16 & Pregnant.

- A viewer must LIKE the Facebook page to get access to the application.

- Participant designs their baby e.g. selection of dummies, bonnet, nappies.

- The viewer will be required to care for their baby similar to a Tamagotchi: feed it, put it to sleep, play with it. Participants will be instructed to do so through status updates and eDM communication: e.g. Your baby is more messed up than a fallen pop star. Change its nappy! Tune into MTV’s 16 & Pregnant, Sundays at 5pm only on MTV.

- Every activity will be posted to the news feed: e.g. I played games with my baby! I kicked its butt in backgammon.

- The more interactions the participant has with their virtual baby the further their baby grows.

AWARDS

1 FEB 2011

MTV won Silver at the 2011 Promax Awards for “Best Use of Social Media”

VIDEO

1 FEB 2011

CHANNEL [V] | B430 Global Animal | SOCIAL MEDIA CAMPAIGN

Facebook is at the centre of Channel [V] B430’s latest campaign, Global Animal, which offers entrants the chance to ‘work’ as one of eight official Blog Jockeys for the program – in some pretty awesome locations around the globe. The winners will hit places such as the beaches of France and nightclubs of Miami, shooting pics and giving a sneak peek on life behind the scenes of the hit show.

The campaign’s strength lies in its ability to take advantage of the power of social media by asking participants to create their own facebook campaign profile then post pre-written status updates that promote the Global Animal competition. The main aim of the entrant is to grab attention via the Facebook news feed, get as many friends as possible to vote, and move up through the levels. Winners are selected from all participants on the required level for each stage of the competition.

Global Animal’s strength is that it plays up to the social animal in all of us. By the subtle use of gaming dynamics such as achievement and status we created an experience that must be shared to be achieved, the perfect way to allow the most social of our audience to rise to the top and be identified as our Blog Jockeys and ensuring a healthy following come showtime.

STRATEGY • CONCEPT • CREATIVE DIRECTION

Web • Social • Broadcast

2 years ago