OUR WORK

Bastion Effect took the traditional concept of Drive Day to the next level and invited 10 top-tier Melbourne influencers on an unexpected drive to a series of locations that surprised and delighted, to test out the all-new Kia Seltos during AO 2020.

THE

BRIEF

Kia’s sexy new Seltos wants to be the ride for the young and fun – single income no kids (SINKS) in particular. With a cool ad featuring that hot track from Billie Eilish the position it was seeking in market was one of surprise, delight and innate relevance. Bastion Effect were tasked with bringing this to life during Kia’s Australian Open sponsorship.

THE

APPROACH

We curated a surprise and delight drive day where 10 specially-selected influencers (and a guest) were given the chance to jump behind the wheel of the all-new tech-smart, stylish Kia Seltos and indulge in a premium, money-can’t-buy experience. ​We focused on 20-30-year-old influencers with whom we could create brand equity and activate as advocates across social media.

With breakfast at Room1954 at Pullman Hotel, influencers began their day in style before being given the keys to the all-new Kia Seltos and hitting the road towards the Mornington Peninsula. After an indulgent lunch at one of Victoria’s most sought-after wineries, Jackalope, influencers created content at Arthurs Seat Lookout before driving to the final destination where a custom-built harbourside pop-up tennis court had been erected at Riva St Kilda for an afternoon of tennis tricks from international tennis trickster Stefan Bojik, accompanied by snacks and refreshments​.

THE

RESULT

With so many share-able, Instagrammable moments along the way, the 10 snap happy influencers created content that heroed the car and the drive, generating strong social buzz that reached more than 3.5 million people.

THE

BRIEF

Briefed to launch Australian citrus into multiple Asian nations we structured the campaign to align with the customer journey by building broad awareness with mass media prior to product arriving, driving education as it landed and then encouraging purchase through sampling opportunities.

THE

APPROACH

In China, the campaign kicked off with the screening of a major TVC at the AFL’s game in Shanghai to drive mass awareness among an audience we knew had an existing relationship or interest in the country.

Insights show that video performs very strongly in China so we also deployed it via influencers and partners to ensure non AFL lovers saw it.

Filmed on a Mildura citrus farm, the video brought to life what research shows that Chinese customers value most about citrus – its ‘vitality’ – with an ending that featured kids eating oranges after finishing up a game of footy.

The same research found that Japanese customers value ‘sharing’ of fruit, therefore for the Japanese market the video was deployed with a different ending – one that showed our family sharing the fruit at the family table.

To drive education we created a cartoon character Ozzie the Orange as the central figure to share brand messaging, depoloying Ozzie through WeChat and leveraging our retail partners to integrate CTA.

THE

RESULT

The video reached more than 4.6 million in China, 16,000 in Japan, 137,000 in Vietnam and was shared by 70 influencers in The Philippines. We also generated 7 million impressions via KOLs, secured a branded page on e-commerce platform Hema and undertook 254 sampling sessions, leading to fantastic citrus sales.

THE

BRIEF

One of the most dramatic changes that COVID-19 has wrought on the world is a mass move to remote working. And now the challenge for offices is how to do business in a socially distanced world. A world where the water cooler is no longer a sanctioned gossip zone, where work drinks aren’t on and where we must stay 1.5 metres from each other but still collaborate.

For the thousands of workplaces looking for guidance, our client Unispace – workplace design and strategy leaders – have the smarts and expertise to guide businesses through this new world.

With the media tuned into the future of workplaces we moved fast to execute a strategic thought leadership campaign where Unispace could share their thinking and position themselves as critical commentators and experts to fellow businesses needing guidance.

THE

APPROACH

Our campaign focused on targeting media across tier one outlets to reach a broad business audience.

Armed with strong interview talent, targeted and timely media materials and rich visual assets, we outreached to more that 100 journalists encompassing a cross-section of media verticals, from business, to property, workplace, legal, HR, health, technology, broadcast, and more. 

After witnessing a seismic shift in both the media landscape and the way that journalists operate due to COVID-19, we also conducted a weekly media audit that proved instrumental in identifying proactive and reactive media opportunities for Unispace.

In doing so, we capitalised on current conversations surrounding remote leadership, the digitisation of the workforce, mental health and WFH, cultural and behavioural shifts in the workplace, the death of hot-desking, property in a post-Covid world, the daily commute, and ageism in the workplace, to name but a few. 

THE

RESULT

The result was a cross-section of coverage that raised Unispace’s corporate profile and increased brand awareness for global design and workplace strategy firm with a varied suite of clients including ANZ Bank, Optus, Coca Cola, EY and Deloitte – all on Unispace’s 10th anniversary. 

Check out Unispace in:

• The Australian Financial Review
• Daily Mail
• On BBC
• Sydney Morning Herald

Through this campaign we reached more than 86 million eyeballs and achieved more than 50 pieces of coverage including television and radio.

THE

BRIEF

Part of the large-scale global logistics company Toll Group, Toll Ambulance Rescue provides helicopter rescue services in partnership with NSW Ambulance. To demonstrate their importance and expertise as NSW Ambulance’s partner, we strategically repositioned their social communications to drive awareness, community support and further positive sentiment.

THE

APPROACH

After conducting a comprehensive audit of Toll Ambulance Rescue’s (TAR) competitors, we determined the brand needed a new edge and a new social approach that would connect with the hearts and minds of the target audience – the NSW community.

The key differentiator was simple – make the content about ‘the people’. Instead of talking about TAR’s biggest achievements and updating the audience with the number of missions, we placed ‘people’ at the centre of our social storytelling.

We shared human stories of team members, we crafted user generated content (thank you messages and photos of the helicopters that were captured by the community and fans) and most importantly, we engaged with the audience instead of having a one-way conversation with them. 

On the creative side, we were able to channel the authenticity and humanisation of the brand through real-life photography.

To build on the content strategy and community management, we encouraged the audience to get in touch with us more and to tag us, allowing the brand to build a personable relationship with every member. Because in today’s world, dialogue is often the missing link between brands and people. People want to have their opinions and their voices heard. And in this case, their experiences shared. And social media is the perfect earned and shared media channel to provide that platform.

Concurrently, we also manage ACE Training Centre, which is the training facility and service that TAR provides. Our role in social is to promote the excellence and quality of the program, supported and underpinned by the success stories that are globally-recognised. With a strategic combination of SEM and paid social, we have seen a healthy and continuous pipeline of leads through to conversions (qualified leads who make online enquiries about the courses, followed by offline conversion).

THE

RESULT

Conversion for the ACE Training Centre is one of our key metrics and we’re proud to say that is higher than ever (if you want to know exact, drop us a line), while our social media reach is a mega 6.5 million and engagement 167,000 and counting. Over 12 months impressions are sitting at 12.8 million.

Bastion Effect took the traditional concept of Drive Day to the next level and invited 10 top-tier Melbourne influencers on an unexpected drive to a series of locations that surprised and delighted, to test out the all-new Kia Seltos during AO 2020.

THE

BRIEF

Kia’s sexy new Seltos wants to be the ride for the young and fun – single income no kids (SINKS) in particular. With a cool ad featuring that hot track from Billie Eilish the position it was seeking in market was one of surprise, delight and innate relevance. Bastion Effect were tasked with bringing this to life during Kia’s Australian Open sponsorship.

THE

APPROACH

We curated a surprise and delight drive day where 10 specially-selected influencers (and a guest) were given the chance to jump behind the wheel of the all-new tech-smart, stylish Kia Seltos and indulge in a premium, money-can’t-buy experience. ​We focused on 20-30-year-old influencers with whom we could create brand equity and activate as advocates across social media.

With breakfast at Room1954 at Pullman Hotel, influencers began their day in style before being given the keys to the all-new Kia Seltos and hitting the road towards the Mornington Peninsula. After an indulgent lunch at one of Victoria’s most sought-after wineries, Jackalope, influencers created content at Arthurs Seat Lookout before driving to the final destination where a custom-built harbourside pop-up tennis court had been erected at Riva St Kilda for an afternoon of tennis tricks from international tennis trickster Stefan Bojik, accompanied by snacks and refreshments​.

THE

RESULT

With so many share-able, Instagrammable moments along the way, the 10 snap happy influencers created content that heroed the car and the drive, generating strong social buzz that reached more than 3.5 million people.

THE

BRIEF

Briefed to launch Australian citrus into multiple Asian nations we structured the campaign to align with the customer journey by building broad awareness with mass media prior to product arriving, driving education as it landed and then encouraging purchase through sampling opportunities.

THE

APPROACH

In China, the campaign kicked off with the screening of a major TVC at the AFL’s game in Shanghai to drive mass awareness among an audience we knew had an existing relationship or interest in the country.

Insights show that video performs very strongly in China so we also deployed it via influencers and partners to ensure non AFL lovers saw it.

Filmed on a Mildura citrus farm, the video brought to life what research shows that Chinese customers value most about citrus – its ‘vitality’ – with an ending that featured kids eating oranges after finishing up a game of footy.

The same research found that Japanese customers value ‘sharing’ of fruit, therefore for the Japanese market the video was deployed with a different ending – one that showed our family sharing the fruit at the family table.

To drive education we created a cartoon character Ozzie the Orange as the central figure to share brand messaging, depoloying Ozzie through WeChat and leveraging our retail partners to integrate CTA.

THE

RESULT

The video reached more than 4.6 million in China, 16,000 in Japan, 137,000 in Vietnam and was shared by 70 influencers in The Philippines. We also generated 7 million impressions via KOLs, secured a branded page on e-commerce platform Hema and undertook 254 sampling sessions, leading to fantastic citrus sales.

THE

BRIEF

One of the most dramatic changes that COVID-19 has wrought on the world is a mass move to remote working. And now the challenge for offices is how to do business in a socially distanced world. A world where the water cooler is no longer a sanctioned gossip zone, where work drinks aren’t on and where we must stay 1.5 metres from each other but still collaborate.

For the thousands of workplaces looking for guidance, our client Unispace – workplace design and strategy leaders – have the smarts and expertise to guide businesses through this new world.

With the media tuned into the future of workplaces we moved fast to execute a strategic thought leadership campaign where Unispace could share their thinking and position themselves as critical commentators and experts to fellow businesses needing guidance.

THE

APPROACH

Our campaign focused on targeting media across tier one outlets to reach a broad business audience.

Armed with strong interview talent, targeted and timely media materials and rich visual assets, we outreached to more that 100 journalists encompassing a cross-section of media verticals, from business, to property, workplace, legal, HR, health, technology, broadcast, and more. 

After witnessing a seismic shift in both the media landscape and the way that journalists operate due to COVID-19, we also conducted a weekly media audit that proved instrumental in identifying proactive and reactive media opportunities for Unispace.

In doing so, we capitalised on current conversations surrounding remote leadership, the digitisation of the workforce, mental health and WFH, cultural and behavioural shifts in the workplace, the death of hot-desking, property in a post-Covid world, the daily commute, and ageism in the workplace, to name but a few. 

THE

RESULT

The result was a cross-section of coverage that raised Unispace’s corporate profile and increased brand awareness for global design and workplace strategy firm with a varied suite of clients including ANZ Bank, Optus, Coca Cola, EY and Deloitte – all on Unispace’s 10th anniversary. 

Check out Unispace in:

• The Australian Financial Review
• Daily Mail
• On BBC
• Sydney Morning Herald

Through this campaign we reached more than 86 million eyeballs and achieved more than 50 pieces of coverage including television and radio.

THE

BRIEF

Part of the large-scale global logistics company Toll Group, Toll Ambulance Rescue provides helicopter rescue services in partnership with NSW Ambulance. To demonstrate their importance and expertise as NSW Ambulance’s partner, we strategically repositioned their social communications to drive awareness, community support and further positive sentiment.

THE

APPROACH

After conducting a comprehensive audit of Toll Ambulance Rescue’s (TAR) competitors, we determined the brand needed a new edge and a new social approach that would connect with the hearts and minds of the target audience – the NSW community.

The key differentiator was simple – make the content about ‘the people’. Instead of talking about TAR’s biggest achievements and updating the audience with the number of missions, we placed ‘people’ at the centre of our social storytelling.

We shared human stories of team members, we crafted user generated content (thank you messages and photos of the helicopters that were captured by the community and fans) and most importantly, we engaged with the audience instead of having a one-way conversation with them. 

On the creative side, we were able to channel the authenticity and humanisation of the brand through real-life photography.

To build on the content strategy and community management, we encouraged the audience to get in touch with us more and to tag us, allowing the brand to build a personable relationship with every member. Because in today’s world, dialogue is often the missing link between brands and people. People want to have their opinions and their voices heard. And in this case, their experiences shared. And social media is the perfect earned and shared media channel to provide that platform.

Concurrently, we also manage ACE Training Centre, which is the training facility and service that TAR provides. Our role in social is to promote the excellence and quality of the program, supported and underpinned by the success stories that are globally-recognised. With a strategic combination of SEM and paid social, we have seen a healthy and continuous pipeline of leads through to conversions (qualified leads who make online enquiries about the courses, followed by offline conversion).

THE

RESULT

Conversion for the ACE Training Centre is one of our key metrics and we’re proud to say that is higher than ever (if you want to know exact, drop us a line), while our social media reach is a mega 6.5 million and engagement 167,000 and counting. Over 12 months impressions are sitting at 12.8 million.