Case Studies

1 July

Messrs. Kenn Joyce & Ramon Vazquez
Plaza 4, 201 Kent Street
Sydney, NSW 2000

Dear Kenn & Ramon,

I have been totally remiss in not contacting you sooner to thank you for the most entertaining lunch several weeks ago.

Unfortunately, I am short on excuses but I will blame the incredible workload that the Ads created.

You will be pleased to know that we exceeded our expectations by an Irish mile and we are now the proud owners of a loan book that has doubled since we started advertising in April.

This doubling of business levels was not against a small base and we have seen new business in the region of $280 million written in the space of just 8 weeks.

Fellas this is a terrific result and naturally we feel that the campaign had a lot to do with the success.

On behalf of the team of Equity Lending I thank you and your colleagues for all the inspiration shown over the past months.

Talking of being inspired I stole the idea of the R&R at the Observatory and I have arranged to send all our back office staff for a well deserved pampering.

I suppose with such a great result the next lunch is on us, thanks again.

Kind regards,
Mitchell Hurley
 

AON RE

Aon Group is an international insurance, reinsurance and superannuation company, one of the biggest in the world. The Aon Group is made up of three divisions, Aon Risk, Aon Consulting and Aon Re. Aon Risk is the classical insurance division, Aon Consulting is positioned in the Superannuation market and Aon Re is the reinsurance division.

Metropolis Interactive was appointed in 1998 to develop an Internet strategy for Aon Re to create an independent Australian presence for the global market. This was the first time that an Aon WebSite was developed outside of the USA and also at a time when the head office policy was not to have independent WebSites.

The Chicago based head office, however, accepted the site that was developed by Metropolis, as the international model on which all future sites were to be modeled. Elements of the site were then also used in developing the Aon Risk WebSite.

The site was established so that it covered the areas of expertise of Aon Re as well as publishing relevant articles and research findings on natural disasters and catastrophe modelling.

The relationship between Aon and Metropolis is maintained by ongoing marketing support through Metropolis.

These include:
1. The development of a CD ROM presentation to commemorate the 50th Anniversary of Aon in Australia. This multi media presentation was designed to communicate the background to the Aon group as well as profile the entire reinsurance industry in Australia, giving statistics on a vast number of areas from transportation to economic facts and figures. This was achieved through specialised video footage of Sydney, 3D animation, graphic design and functional tables and graphs. This CD ROM was packaged together with a commemorative brochure that was handed to all delegates who attended this international convention. All aspects of this project were managed by Metropolis, including the corporate identity of the 50th Anniversary and the themeing of the presentation.

2. Press advertising and event management to market the WebSite and to support other areas of Aon Re's business.

3. Point of sale material, leaflets, stickers, etc.

4. Design of book covers of research documents presented by Aon's team of experts.

5. Design and production of exhibition stands and displays.

6. The continuous maintenance and updating of the Aon site to include up to date articles, research information and special events.

SEE SAMPLE
   
 

Dear Kenn

I am writing to congratulate you on the success of the several campaigns which you have developed for us over the last 18 months.

Specifically, the Perfect Pint Program has been an outstanding success in increasing trade & consumer awareness about the importance of our brand being presented to the consumer correctly.

Also, the St Patrick's Day Promotional & Merchandising campaigns developed by you
were instrumental in creating the most successful St Patrick's Day Guinness has ever enjoyed in terms of sales.

These are two examples of the excellent work you have done for us over the last few years.

With my imminent departure to Great Britain, I want to personally thank you for the high quality work produced by your agency which has contributed significantly to the 30% increase in sales we have experienced.

Kind Regards

Rick Chapman
Marketing Manager
MERCANTILE MUTUAL

Merc Choice This internet based superannuation management product gave Metropolis Interactive the opportunity to develop an administration tool to demonstrate its online services to financial advisors.

What Metropolis developed was a multi media presentation in the form of a business card size CD ROM. The content of which gave an introduction to Mercantile Mutual as part of the ING Group through video and voice over.

This was followed by an on screen tutorial that guided the advisors through their on line program and pointed out how easy it was to use and how it offered a full solution to their superannuation needs.

All voice overs, photography and animation were presented in such a way that posed questions to the viewers and enticed interest. All aspects of the design and production were managed by Metropolis and delivered in record time, ultimately beating any opposition to market.

SEE SAMPLE

SEE SAMPLE 		BONIS

This is a perfect example of the ongoing symbiotic relationship between an agency and their client. This project was a collaborative proposal between Metropolis and Aon Re Australia targeting the horse racing industry in New South Wales.

In essence the presentation mirrors initiatives already in place in other states but with a unique angle towards New South Wales.

A very figure intensive proposal needed to be made to the Horse Racing Industry Controlling Board but in a way that would grab their attention. Therefore it had to take a minimum amount of time yet provide the maximum impact. To achieve this result, Metropolis provided an initial opening video highlighting the anticipation of the day before the race thereby creating an atmosphere for the ensuing proposal.

The introduction was followed by a number of information screens accompanied by a voice over.

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TICKIT

This is a Java based risk management software package developed in New Zealand for the purpose of assisting with Corporate Governance and Compliance.

Metropolis' mission was to create a promotional CD ROM that would advance and highlight the need for such a tool and visually demonstrate the many functions of the software.

The introduction to the product highlighted sections and functions of this very complicated software. The software's functions range from legal compliance issues within a corporation through to reminding the directors of whether or not their production target issues have been addressed. It also allows a company executive to manage risk - from days lost in inventory through to personal injury.

The objective of the presentation, over and above being informative, was to communicate a sophisticated and high standard of branding targeted to large corporations. The presentation developed by Metropolis was very well received in the market and sales are going well.

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  GUINNESS

Being a relative new brand in Australia and not that widely distributed, the marketing for Guinness relied strongly on material used in the UK. Through this, the brand was seen as sophisticated and more of an occasional drink. Consumers showed resistance in making it a regularly consumed product.

Research showed that when the television advertising campaign was running the product sales maintained a 30% growth, however, when the campaign ceased, so did the sales. The first reaction from Guinness was to increase its television advertising.

The first initiatives that were developed by Metropolis were to produce point of sale material and event management around St Patrick's Day. Through these, much publicity was gained through the main stream press.

Following this, Metropolis Interactive embarked on another research initiative to determine perception and awareness. Through this, it was determined that the product was not being brewed to the same excellent standard as in the UK and it was not being served correctly in the slow pour method.

With this research in mind, Metropolis Interactive developed the following strategies.

Firstly, the brew master from Ireland was commissioned to oversee the brewing of Guinness in Australia.

Secondly, an oncomsumption educational campaign was developed that included a multi media presentation on a laptop that was presented to establishments by the Guinness Brand Ambassador. This presentation showed the six steps to the Perfect Pint. These points included using a clean glass, the angle of pouring, not filling the glass at the first pour, the top up and the presentation.

This multi media presentation was supported by point of sale material such as fountains, stickers and coasters that also educated the consumer. This being a double edged sword, as now the consumer would understand the wait and if the drink was not served correctly, they would be able to question the bar tender.

Competitions, incentives and a loyalty program, the Guinness Gold Club, were instituted whereby the top 2000 bartenders would receive gold pins, merchandise, newsletters, etc. and could stand a chance to win a trip to Ireland.

This multi media presentation method was a first for any liquor company in Australia and during the eighteen months of the campaign, sales increased consistently by 30% and still remain at that level.

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At a time when many clients are questioning the value of their advertising, one agency is committed to delivering measurable results at a realistic price.

Call Kenn Joyce at Virtu Advertising now for a different advertising message. 02 9299 4822