1. JUST HOW GREAT IS MY CAMPAIGN? LEARN HOW GREAT CREATIVE REFLECTS GREAT STRATEGY AND DELIVERS GREAT RESULTS Panel: Karen Ebben, Leona Lindner Carolyn Goodman Marcelo Carnevale Matt Leonard

3. Campaign 3524 Nothing To Hide—Air New Zealand In a changing market, Air New Zealand set five objectives: 1) Demonstrate that Air New Zealand’s fares are fully inclusive of all added extras – unlike the competition. 2) Do it in a way that would resonate in the social media environment, attracting people to conversations about Air New Zealand locally and globally. 3) Do it in a way that reflects Air New Zealand’s high standing in the eyes of New Zealanders and leadership credentials, rather than a harsh, direct attack on the competition. 4) Light small fires, and add petrol to them if they are catching on – ie put content into market and measure its success not just by impressions or views, but by conversations about content. 5) Air New Zealand is driven by impeccable customer service, and since there needs to be a fundamental emotional connection between our people and our customers for Air New Zealand to be a success, it was a strategic imperative to use real Air New Zealand people to front campaigns.

4. Selected Metrics OBJECTIVE 1: To hold Air New Zealand’s market share in NZ steady in the face of aggressive new low cost competition 1. Air New Zealand maintained market share in the markets that Jetstar operates. 2. The 2 day Great Take-Off Sale gave a 33% revenue boost. 3. The campaign hit a ‘stunning level of awareness’ of 78% (TNS quote) - double the awareness of any comparable Air New Zealand campaign in the last two years. 6. 51% heard about the campaign through word of mouth. (All results from TNS tracking research). OBJECTIVE 2: To lift Air New Zealand’s brand profile in offshore markets. The campaign captured the imagination of people around the world. As at mid-March 2010, we had 11,433,800 unique YouTube views across the ‘Nothing to Hide’ channel, made up of several videos: Other facts we loved: • The Safety Video content hit number one on the global Adage Viral Video charts with a new all time record for weekly views. • The Safety Video numbers alone mean that over 5 million people engaged with Air New Zealand for up to 4½ minutes each. • Over two million viewers returned to watch the content again. • Our key markets dominated the viewing numbers, including two million from the US and one million from Japan. • Massive international PR uptake included CNN, Fox, the Today Show, CBS News, Newsweek, the Huffington Post, the New York Times, the Telegraph, the Economist, the Sun, Australian Channel 7 for 5 minutes, and 11 Japanese nationwide news programmes (worth $1.6m). • Twitter posts about Air New Zealand spiked from 80 posts per day to 26,000 posts in one day. Campaign 3524 Nothing To Hide—Air New Zealand

5. Campaign: 3698 Shrimps & the Dip Strategy Every year they return: the Best of M-Products, the most famous of all of McDonald’s promotions. Among them the hero product: shrimps including a dip. The goal: a clear increase in sales during the promotion period compared to the previous year. The challenge: How do you create awareness for a promotion that already has been established and is familiar for years? The goal: to significantly increase sales during a very short campaign period of 6 weeks with a limited total budget over $60,000.

6. Metrics Within the campaign period of only 6 weeks and the limited budget of $60,000, the song “I want a shrimp from you” was sold and downloaded 24,000 times by our target audience. This turned the song into a no. 1 top title on iTunes and musicload. The band’s MySpace profile achieved over 70,000 views, with about 2,000 visitors a day. And the sales figures for the shrimps were 50% up from the previous year. (McDonalds daily CompSales/Guestcount perfomance test

7. Campaign: 303 Have a Ball or Two Objective: In Eagle, Idaho, the fire department is 100% volunteer. Once a year they host a Rocky Mountain Oyster Festival to raise funds to purchase life-saving equipment, maintain training, education, etc. Since this is their ONLY fundraising effort of the year, IT HAD TO BE SUCCESSFUL. For the uniformed, a Rocky Mountain Oyster is a bull’s testicle, battered and deep-fried. Yummy! Our challenge was to increase the number of tickets sold to the event, which translated into more money for the firefighters. Adding to the challenge was that at that time of year (June), there are a lot of other outdoor events vying for consumers’ attention – rodeos, county fairs. We had to demonstrate that not only was the RMOF a good cause, it was cause for good fun.

8. Campaign: 303 Have a Ball or Two Strategy: Our main objective was to increase the number of tickets sold to the event, which translated into more money for the fire fighters. To do so efficiently, we drove consumers to a website where they could pre-purchase tickets, order limited edition t-shirts and other items. This was the first time the firefighters had ever offered a website channel to pre-sell tickets, so it was an experiment as much as anything. Results: The results were even tastier than the bulls’ balls, if that’s even possible. • We raised almost $40,000 – a 24% increase over the previous year • Net profit was up 64% vs. previous year • Advanced ticket sales increased 55% vs. previous year • 90% of tickets sales were done via the website, proving that our channel-driving advertising worked wonderfully. • We broke all attendance records • Merchandise sales increased 53%, with all t-shirts and paddle ball games selling out before the event even started • As expected, the advertising drew a lot of attention, and quite a bit of controversy.

9. Campaign 2412 Free Bee- CommonWealth Bank

10. Campaign 2412 Free Bee- CommonWealth Bank Strategy CBA wanted to sign-up tertiary students to the Student Options package. For 2008, the bank had raised the target 10% on the previous year, setting the daunting task of having 69,696 students register for the Student Options package, and for 35,000 new Streamline accounts to be opened. Metrics This campaign is the most successful O-week campaign the bank has ever run. 83,974 students signed up for the Student Options package (20.5% above target). Of these, 53,128 students opened new Streamline accounts (52% above target) and 60,492 opened NetBank Saver accounts (an incredible 222.6% increase on the previous year)!

11. Strategy Our strategy was to communicate the premise that with Yellow you can complete any mission, no matter how audacious. Based on this thought, we used this campaign to introduce a new tagline for the brand: Job Done. … The challenge would take place in 'real time' and our marketing campaign would be used to tell the story of the mission as it took place. Digital needed to be at the heart of the strategy, so that when people interacted with the campaign they would associate Yellow more closely with the digital world. Therefore we accentuated the digital products by placing focus on yellow.co.nz and yellow mobile throughout the campaign, and by following the progress using blogs and social networks.

12. Campaign 2913 The Yellow Treehouse Metrics The Yellow Tree House was a runaway success in terms of business results and engagement, capturing the imaginations of consumers and media all over the world. • 11% increase in Yellow online usage during the campaign to a record 1.02 million per month in November. • 9.2% increase in Yellow book usage during the campaign. • 6.7% year-on-year increase in sales in regional Yellow Pages directories during this campaign (internationally, sales in print directories are declining rapidly). • Over 222,000 visitors to the yellowtreehouse.co.nz campaign site, over 164,000 of them unique. • Average time on the site was almost 5 minutes. • Unprompted awareness of Yellow increased by 37% • Over 50% of the population recalled the campaign • The campaign was 3 times more effective than any previous Yellow Pages campaign • Unprompted recall of Yellow increased from 27% to 37%. • Over 20,000 websites blogged about it, from Kanye West to the Times of London • Featured in over 70 international magazines and covered by each of the major New Zealand news outlets as well as television channels in Korea, Germany and the UK. • Over 2,000 peopled ate at the restaurant (and thousands more turned away)

13. Campaign 3490 Snow Day Objectives … we’re the 9th largest interactive agency in North America and nobody knows it. Our objective was to change our clients, the media, our industry, and even our own internal perceptions of Rosetta from a strategy and segmentation company to a world-class interactive agency. In order to do that, we wanted to create a holiday message that would single-handedly demonstrate our creative thinking, our technological capabilities, and our expertise in generating successful viral and social media efforts. Our strategy was to simply surprise and delight our audience. If everyone thinks of us in a particular way, do something that is completely the opposite, but that will leave them feeling rewarded for the experience.

14. Campaign 3490 Snow Day Rosetta Results: Snowday was a success beyond our wildest dreams. First, we accomplished our primary goal of surprising and delighting our audience. We have since had no less than half a dozen current clients ask us to deliver proposals for the type of work we never would have been involved with before. We received glowing coverage in the media, on everything from The Wall Street Journal to DMNews, Agency Spy to the Huffington Post. In just six days we generated over 4,000 shared media links and received unique visitors from every state in the union except Wyoming and from over 60 countries (even more impressive considering our initial email was sent to a purely domestic database). And we reached our goal of 1 million snowflakes in just 6 days, 4 hours and 44 minutes. But the best results of all were the smiles on the faces of the hundreds of kids who enjoyed the first snow day of their lives. Not bad for a simple holiday card.

17. Thank you