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Connexus : Issue 38
www.abacus.org.au 61 Connexus let alone with their broader target market, every time you put together a campaign it’s always sensible to consider spreading it across as many communication channels as possible,” says Voigt. “Putting together a mini website and advertising around it, putting it into newsletters and the like, is terrific. And linking it to an event in the branches is a smart thing to do.” Another example is the ‘Regret Nothing’ campaign of Encompass Credit Union in NSW (regretnothing.com.au). “Encompass was grappling with how to be a bit daring without damaging its brand,” says Voigt. “We put together a social media-based financial literacy program based around making money matters interesting for young people. It uses a series of online videos which are humorous and a bit edgy, so the program is seen to be supported by, but separate from, Encompass’s other business activities.” To involve interested young people in the campaign in a physical way and attract media attention, it will include a flash mob event in a main street of Sydney’s CBD in October. “We’re hoping to get several hundred people to show up to do certain, seemingly spontaneous things,” says Voigt. “We’ll film it and put it on YouTube with the aim of having it go viral online.” cOMpleMentIng a stOry Such events are in keeping with Haddad’s view that novel events shouldn’t be an isolated means of attracting attention and generating coverage. There should be a story behind the event, with a public relations strategy to seek coverage beyond it. She recommends including a story with more longevity that could be offered to publications with longer lead times, nominating a spokesperson to do interviews on radio, TV, print and online media, and other angles that might be covered in niche publications. In May, Abacus incorporated a successful event into a more serious, wider industry promotion campaign. Sydneysiders were invited to a city park to take aim at a giant piggybank piñata. More specifically, the activity was a timely response to NAB’s ‘breaking up with the banks’ campaign. Abacus backed it up with other marketing activities such as press releases. “It generated considerable interest,” says Voigt. “A lot of people were more than happy to have a swing at the symbolic piñata in the hope of getting at the money it contained.” – Steve Packer is a freelance writer. “Grappling with how to be engaging and arresting while at the same time maintaining brand consistency is a significant issue...” Superannuation man stops traffic in the Sydney suburb of Newtown as part of the ‘Regret Nothing’ campaign for Encompass Credit Union.