(Graham Brown mobileYouth) Taboo Group Case Studies
ABOUT TABOO... The Taboo Group,
Est. 2000 Independent marketing & communications agency specialising in youth culture & non- traditional media Our motivation & success comes from consumer insight, strategic intuition, client collaboration & teamwork Our goal is to generate value creating solutions for consumers through engagement & interaction & for clients through results on marketing objectives Ultimately, Taboo bridges the gap between brands & youth
THE TABOO TEAM ANDREW MACKINNON
RICHARD HACK REECE HOBBINS MANAGING DIRECTOR STRATEGY DIRECTOR CREATIVE DIRECTOR MIA SARIS RACHEL SERVICE ANDREW RANGER ACCOUNT DIRECTOR PUBLIC RELATIONS DIRECTOR GUERRILLA INNOVATIONS EMILY MASLEN MADDY NAYLOR MARRE MUIJS EVENTS MANAGER ACCOUNT MANAGER ACCOUNT MANAGER HEATH LOCK TOBY MACLACHLAN MAX COLES ACCOUNT MANAGER COPYWRITER/CREATIVE DESIGNER JEREMY RYAN BRAND AMBASSADOR
CADBURY DAIRY MILK A GLASS
& A HALF FULL PRODUCTIONS Cadbury’s Global Innovations Team approached The Taboo Group to assist with an exciting research & development project for the hallmark brand Cadbury Dairy Milk. The challenge: ‘What do Cadbury Dairy Milk chocolate blocks look like in 2015?’ & ‘How to we revitalize Cadbury Diary Milk positioning for youth?’ Alongside with agencies across the globe, Taboo set about mapping the future of one of the world’s most beloved products. The resulting strategy & BIG idea was selected as Cadbury’s chosen direction over those presented by any other agency.
TELSTRA: SENSIS OBJECTIVES Increasing youth
culture awareness about core products & value propositions Driving trial & adoption through peer & social networks Establishing relationships with youth early adopters of technology & culture
TELSTRA SENSIS POP UP EVENTS
Extreme experiences - the best events thrown exclusively for Sensis’ youth ambassadors, followers & to promote WhereIs & CitySearch. Leveraging positive event & experiential lifestyle associations (music, fashion, art). Always unique pop-up venues, a new discovery, a rare experience. URBAN LEGENDS Sensis ambassadors, youth opinion leaders, nightclub & bar promoters, citizen journalists use Sensis services & influence their wider networks of friends & followers to join the WhereIs network & CitySearch Facebook groups. TICKET BOOTHS Tickets to upcoming music & festival events (50-100) distributed via pop up booths with an alert sent out to inform people of its whereabouts. Booths will hand out tickets for free – first in best dressed – then disappear again when run out, ‘til next time. Only available via WhereIs maps.
FOSTERS: NELSON Taboo were asked
by CUB to create & launch a new beer based on the philosophies of a non-traditional approach. We welcomed feedback both good & bad, because that’s what it was all about; a beer that had a look, taste & feel influenced by those who drink it. In total nearly 8000 individuals experienced batch #15, with well over half stating they would happily buy the product. Joining forces with artists of all genres, the beer has been a quiet sponsor of fashion, music, & art events. With several collaborative projects planned (& a couple already in motion) the beer has a clearly single- minded focus: to partner with, and build a platform for local creative talent. This brown bottled, white capped, unnamed, unbranded, swing-tagged beverage quickly became the talking point of gallery openings, fashion events, in-store celebrations & house parties across Melbourne.
SOCIAL MEDIA: NELSON Taboo propagated
the viral seeding of Nelson Beer through social media communications. Global citizen journalists were targeted with a specifically tailored campaign comprising personalized material illustrating the brand idea. The combination of online and face-to-face activations has seen the brew gain international acclaim with chatter about the beer spreading across social bookmarks, Facebook, blogs such as Lovely Package and Twitter. This approach to publicity served not only to mark the initial launch of Nelson, but also educated the public on the unique nature of the project thus encouraging consumer driven Brand Hijacking. Total Audience Exposure: 4.6 million worldwide