Lorna Jane, an activewear company, wanted to inspire more physical activity. They created an Active Nation Day campaign including a fitness app to track activity. The app had over 80,000 downloads and people tracked over 520,000 km. They also created a "Year of You" campaign using social media data to create motivational videos for over 80,000 users in 158 countries. Pusher created campaigns for several other clients, focusing on social media and digital strategies to promote brands and drive engagement.

1. CREDENTIALS 2013

4. Lorna Jane
Move Nourish Believe
THE BRIEF
While 12 million Australians want to live more active
lives, research suggested 53% do no form of exercise
whatsoever. Activewear company Lorna Jane wanted
to inspire women to become more active.
THE IDEA
Under the Lorna Jane banner of MOVE NOURISH
BELIEVE, Pusher created a campaign to create an
Active Nation Day, to be held on September 30.
To rally women to the cause we created a video for
YouTube and Facebook that motivated users to join
the movement and download a free smartphone
fitness app. Fed by real-time GPS, the app allowed
users to track how active they were each day and
share it to Facebook and a campaign microsite.
The microsite collected all users activity and visually
displayed how active the entire Nation was each day.
2012 WORK 4 pusher.com.au/creds2013

5. 80,000+ app
downloads
#1 Health
& Fitness
in App Store
130,000+ unique
SITE visitS
520,000 kms have
been tracked
30 Million
calories burned
2012 WORK 5 pusher.com.au/creds2013

6. Brisbane Heat
THE Big Bash
THE BRIEF
Brisbane Heat is one of eight teams in the Big Bash
League; the Twenty20 Cricket format designed to
appeal to a younger audience at a local level. The
challenge was to create awareness of the new team,
the new format and league.
THE IDEA
Pusher engaged street artists to create a three-story
high mural that wrapped around a warehouse next
to the team home ground. This formed the basis
of an animated TV commercial. YouTube videos of
The Heat performing unbelievable feats were then
created and seeded to mainstream news including
The Age, Courier Mail and ESPN. These were
accompanied by a huge social media push.
2012 WORK 6 pusher.com.au/creds2013

7. # 1 ENGAGED TEAM
52,500+ FB FANS
# 1 SPONSORSHIP
EXPOSURE IN BBL
RECORD ATTENDANCE
29,281
AT first home game
2012 WORK 7 pusher.com.au/creds2013

8. AMF
MOMENTS
THE BRIEF
AMF Bowling required a campaign that would
resonate with families, young adults, teens and kids,
and that would drive customers to consider bowling as
an addition to school holiday or weekend activities.
THE IDEA
AMF’s ten-pin bowling centres were primarily
positioned around shopping malls with movie
cinemas. Facebook community polls also suggested
that bowling was something most people associated
with the movies. We took this knowledge and
combined it with the consumer insight that ‘bowling
lets you be your silly-self’. The “Moments’ campaign
celebrated the magic movie-like moments that
everyone has while bowling.
2012 WORK 8 pusher.com.au/creds2013

9. INTEGRATED TV,
OUTDOOR, DIGITAL
RECORD NUMBER OF
LANES RESERVED
FAVOURITE MOMENTS:
“PISTOL FINGERS” &
“DOWN-LOW TOO-SLOW”
2012 WORK 9 pusher.com.au/creds2013

10. Lorna Jane
YEAR OF YOU
80,000 UNIQUE USERS
THE BRIEF
REACHING 158 COUNTRIES
Lorna Jane is a retail success story for social media
with BRW heralding the community as one of the
largest and most engaged in the country. The brief
15 MILLION SHARED
SOCIAL INSPIRATIONS
was to provide their community with an inspiring
application for the new year.
THE IDEA
Pusher created a personalised video journey where
users’ Facebook data, posts, pictures and comments
create the backdrop for a motivational run through
the city. This was followed by the ‘You Look Hot’
tagging app, and interactive truck billboards that
toured East Coast fitness festivals.
2012 WORK 10 pusher.com.au/creds2013

11. 2012 WORK 11 pusher.com.au/creds2013

12. NATURE’S OWN
PROGRESSIVE Development
THE BRIEF
Nature’s Own are one of the largest vitamin brands
in Australia. They required a channel ecosystem with
social at its core. The new channels were to position
Nature’s Own as experts, be easy to navigate and lead
consumers from digital to shelf.
THE IDEA
To reposition the brand we used Facebook,
YouTube, professional Naturopath networks and
integrated TV and PR. We also repurposed medical
health library content into easy-to-read articles to
support onsite information on the brands range of
180 different products.
RESPONSIVE DESIGN
ONSITE EDUCATION
ON 180 PRODUCTS
INTERACTIVE
“I FEEL, I HAVE” TOOL
2012 WORK 12 pusher.com.au/creds2013

13. 2012 WORK 13 pusher.com.au/creds2013

14. GOODLIFE
Fits with you
THE BRIEF
In 2012 Goodlife Health Clubs felt the need for a
new brand to reflect the in-club experience and
differentiate them from the sudden crop of 24-hour
gyms. Pusher was tasked with translating the new
“Fits With You” brand into an online environment.
THE IDEA
As well as making buying memberships easier,
Pusher recommended making the site more useful
for existing members: providing a online destination
that could be personalised to their fitness needs.
Members are able to save their favourite clubs and
timetables and access them with a single click. The
class locator allows timetables to be searched across
all clubs, classes and days to build a fitness plan and
save it to their calendar. The mobile application also
allows users to log their exercises and achieve goals.
2012 WORK 14 pusher.com.au/creds2013

15. Decreased bounce rate 25%
Increased visit duration 35%
OVERALL page views doubled
2012 WORK 15 pusher.com.au/creds2013

16. PANADOL
MAN FLU
THE BRIEF
Panadol is Australia’s leading pain reliever and one
of the most trusted brands in the world. In the lead
up to winter we were briefed on the development of
a campaign for Panadol Cold and Flu. The campaign
needed to specifically target the mums and wives of
Australia who care for their families when the man-
of-the-house gets sick.
THE IDEA
The new integrated campaign was called ‘WAMF!’,
short for ‘Women Against Man Flu’. Launching
with a rally-like infographic video on YouTube and
Facebook, the campaign created debate around
‘Man-Flu’ and questioned if indeed ‘Man Flu’
existed.
The Stand In Man competitions followed, which
gave women the chance to win a hunky handyman
to help with heavy lifting jobs in their house
or office. Facebook ads and sponsored stories
supported the idea.
2012 WORK 16 pusher.com.au/creds2013

17. debate ignited social media
angry men wrOTE letters
Women laughed
10,000 people entered comp
2012 WORK 17 pusher.com.au/creds2013

18. AWARDS and
recent recognition
2012 B&T awards - QUEENSLAND AGENCY OF THE YEAR
AIMIA - BEST TOURISM & TRAVEL Finalist
AIMIA - BEST USE OF VIDEO Finalist
2011 IAB - best use of social media Finalist
IAB - BEST direct response and lead generation Finalist
AIMIA - BEST USE OF social media, word-of-mouth or viral Highly recommended
hotshot - digital & interactive Finalist
2010 AIMIA - Best effectiveness
effectiveness - best under 500k budget Finalist
2009 IAB - best use of social media
awards and recent recognition 18 pusher.com.au/creds2013

19. PUSHER CLIENTS
pusher clients 19 pusher.com.au/creds2013

20. COMPANY CULTURE
WE love our people
Pusher’s two founders, Kim Hopwood and Mike Crebar, share
HR responsibilities with three other agency directors. This has
helped ensure culture parity as the agency has grown.
Holding onto great staff is imperative. Pusher achieves this
through a range of initiatives including ‘Pancake Wednesdays‘
(where we enjoy a gourmet breakfast while soaking up a digital-
inspired Keynote), ‘Colour Days’ (where all staff accessorise their
fashion in the same colour), and ‘Mixed Team Days’ (including
activities like cooking lessons and Aussie BBQs).
We thank our roster of social community managers with boozy
luncheons once a month and hold ‘Klout Offs’ that reward staff
with shopping vouchers for increasing their online influence.
AGENCY CULTURE 20 pusher.com.au/creds2013

21. AGENCY CULTURE 21
18 pusher.com.au/creds2013
pusher.com.au/DIGITAL

22. Strategic
Vision
Our vision is to help brands truly connect with their
customers through social media, creative campaigns, and
engaging digital platforms.
We love technology but we also understand that in front
of every PC, mobile or device are real people. So to truly
connect, Pusher places people front-and-centre and follows
social design principles based on human behaviour and
consumer psychology in our digital age.
MTV Chrismas event Xmas card for 2012
Our values are simple
MAKE IT FIRST
Be innovative in your work and thinking.
MAKE IT FUN
Enjoy what you do and working with each other.
MAKE IT COUNT
Do work you are proud of and that will get great results.
PUSHER xMAS Viral
1,863,000 UNIQUE VIEWS Xmas card for 2011
AGENCY CULTURE 22 pusher.com.au/creds2013

23. HOW WE ARE
DIFFERENT
We differentiate ourselves by providing an environment where staff
work on innovative internal projects to create work that’s ahead of
the curve.
These projects include the Pusher Xmas Cards. The 2011 card went
viral and in 2012 we created the Xmas Meme generator.
We have also created the PusherBOT: a wirelessly controlled
agency rover that could be driven around the office with a webcam.
And the new TwitterSIGN - send us a tweet and we will broadcast it.
Personalised cards
18 pusher.com.au/DIGITAL

24. PUSHER
Sydney . Brisbane
info@pusher.com.au . pusher.com.au . pusher.com.au/digital