Catch a Thief campaign

Adcorp developed a concept based on the Cluedo board game, called Catch a Thief.

Paid media directed people to a campaign website where they watched a video of a dinner  party. They were introduced to characters as they interacted. At the end of the party, the lights went out and someone stole the Vegeta.

People were then tasked with selecting who the thief was, which Vegeta product was stolen,  and the tool used to make the robbery. Choosing the right combination put the person into a draw.

Significant social activity supported the campaign with backstories of the characters and  other campaign content.

Adcorp developed the idea of an interactive career pathway, where candidates could experience a graduates journey working at Deloitte, in the form of a timeline.  

The concept was approved and Adcorp designed and developed the solution, which was to sit on the new careers website.

The objective of the campaign was to develop a brand that connected with the First Home Buyer, Owner Occupier and Investor target market. Besides the name, logo and brand development, Adcorp was also required to create marketing elements to promote Motive’s key selling points with the use of emotive copy, headlines and photos.

Adcorp delivered campaigns across the pre-launch, launch, maintenance and completed stages of the development.

Located in Maylands, the development consisted of two buildings with separate launch dates – The first being Unison on Tenth and the second Unison on Kennedy. The creative was strategically developed to run synonymously between the two stages.

The brand targeted young first home buyers with the use of bright colours, trendy hipster inspired imagery and typography. The integrated campaign consisted of print collateral, press, outdoor, direct mail, online and television.

The key objective for this portfolio was to position the campaign microsite as the #1 source of Industrial property information and listings with the purpose of generating qualified leads and enquiries. Adcorp produced a microsite, digital display banners, paid media marketing, print advertising, video and email communication.

Adcorp analysed the required demographics and target audience groups. Running four localised communication plans across the city, it was important that the audience did not see overlapping material.  

In partnership with the council, Adcorp developed a media strategy for each event and message. A media plan was produced containing four individual timelines. Adcorp then created detailed messaging, placed and managed the advertisements across social and other media outlets.

Adcorp’s creative solution was a highly visual; image heavy Information Memorandum using iconography and photography throughout to highlight key selling points. The look and feel was contemporary and fashionable.

The high-level creative was then taken to market in a campaign which included print advertising, online listings and an EDM.

Adcorp also professionally translated the IM for offshore markets.

Adcorp created a name and brand identity to reflect the mixed-use nature and artistic characteristics of the development’s location. Incorporating emotive taglines and fresh, modern brand elements, the campaign came alive to engage and attract the target demographic.

Adcorp delivered: demographic and geographic research, name, logo, brand extensions, marketing campaign strategy, media planning and buying, brochures and marketing collateral, digital design, tv, video production, outdoor advertising, sales office design and on-site signage.

The Office Opportunities campaign ran nationally across print, digital, display and included an insertion in the AFR Sydney. The campaign was aligned with the Colliers International digital focus for 2018 and saw unprecedented results across search and display advertising.

Adcorp conducted interviews with Policy Analysts which provided insights that enabled Adcorp to develop a research-based strategy for the campaign. The research was used to shape the content and creative strategy.

A concept was developed of a ‘real time’ news website where visitors could see a range of typical activities Policy Analysts were engaged with. Over 15 stories were created in blog form from across New Zealand.