The Australian Government Department of Immigration needed a fresh, new creative look to encourage international skilled workers to apply for a skilled migration visa. Working with the department, Red Bean came up with the #livethelifeAus creative campaign, designed the campaign graphics and imagery that were promoted in online advertising, on the department’s website and in printed material to be distributed by departmental staff when attending commercial and State Government skilled migration expos in Australia and overseas.
The campaign worked to engage and inspire the target audience with online and social media advertising from the audience’s perspective.
To further support the creative idea, Red Bean also created and developed an animated video series to bring to life the #livethelifeAus message. Using humour, animation and catchy music the videos helped cut through the noise, and rise above a sea of sameness with competitive migration services. Delivering the content in different video formats, each tagged with the same #livethelifeAus also helped the department manage and measure the conversation.
In the first week, the campaign achieved:
– More than 600,000 views
– over 300 shares
– 9 % organic reach, “More than twice the reach of other promoted posts”
– Merit Award, IABC Gold Quill 2014 Winners: Advertising Campaigns
– Finalist , 2014 GTR Social Media Innovation for Government and Public Sector Awards
- Department of Immigration
- February 2014