A small collection of some projects I worked directly on with clients

1. Pear to Compare
Client
APAL. The third largest horticultural industry in Australia, funded by
levies collected directly from growers and driven by committee.
Challenge
With lots of other fruit filling the hearts and shopping baskets of
Australians, the Pear growers and industry wanted to establish
themselves as a low GI stack and make it to #3 vs. the competition.
Solution
To get back onto the radar with consumers, we created a snacking
occasion and meal occasion platform that consolidated the low GI
positioning and drove consumption through in-store sampling, point
of sale along with a gift with purchase. A national radio campaign
along with other supporting communication and PR rounded out the
campaign that saw Pears make it to #3 in the fruit market by $ sold.
Agency
Red Ark Marketing.

2. Going Great Grapes
Client
ATGA. Australian Table Grapes Association, funded by levies collected
directly from growers and driven by committee.
Challenge
With climate changes, price fluctuations and imported products
starting to challenge the domestic table grapes market, it was time to
re-acquaint Australians with home grown grapes.
Solution
Reintroducing grapes to consumers with national, radio, TV, PR,
sampling while incentivising purchase with a grapes branded snack
pack, we developed a compelling story around the seven key reasons
to eat grapes. Complemented by a range of point of sale, trade
communication along with e-news updates, we also created special
plastic bags that allowed consumers to keep their grapes longer and
fresher while we communicated to them via a printed message.
Agency
Red Ark Marketing.

3. Targus Targets
Client
Targus. Global leader in mobile computing cases, accessories and
solutions in over 145 countries.
Challenge
A boring old sack for your uber-funky computer just won’t cut it
anymore! What can reach a younger, hipper and fun-loving audience
while they are shopping in a cluttered and crazy electronics outlet?
Solution
The Strap Line was created to suit existing Targus products, allowing
the consumer to customize their bag straps to suit their mood,
political view, personal movie taste or simply to show off. A life size
Fiat 500 stand featuring a shelving unit (to bring bag out from under
the computer counter) was created for national distribution,
connecting back with the funky lifestyle of the new range of custom
bag straps. A smaller ‘free thongs’ campaign sat along the major
campaign to allow for a frequent win – all via SMS and web.
Agency
Red Ark Marketing.

4. Parchem Creative
Client
Parchem. Manufacturer and supplier of products, tools and
technologies to the civil, industrial and commercial industries.
Challenge
Evolve the Parchem brand and create a bold and strong statement
while ensuring that the trusted and recognizable elements remain.
Solution
Using a brand step process along with extensive testing and research,
the Parchem logo was strengthened through the use of bold and
dramatic lines. The solution was then tested across vehicle livery,
business cards, websites and building signage to ensure that each
execution delivered on the brand promise.
Agency
Red Ark Marketing.

5. Living the Concrete Dream
Client
Concrete Technologies. One of Australia’s largest manufacturers,
marketers and distributors of decorative concrete solutions
Challenge
Textured concrete driveways don’t sell themselves, but if your in the
market to give your home a cost effective face-lift then there simply
isn’t a more effective solution, but who knows that (and who cares?)
Solution
Using development mapping and demographic plotting, we utilized
the sales data and cross-referenced the two to create a target ‘zone.’
A full campaign utilizing 30 second TVCs across both Channel 7 and
Channel 10 were developed along with a 30 second and 15 second
radio re-work. A suite of collateral was also designed to complement
the campaign and be used by the sale force.
Agency
Red Ark Marketing.

6. Polished Image
Client
Hanson. One of the largest producers of heavy building materials, clay
bricks aggregates, concrete and concrete products in the world.
Challenge
An inspiring concrete products require inspired individuals to use
them. With a range of disjointed and poorly defined concrete
products, this Hanson product range needed a brand new polish!
Solution
Starting with a collection of existing and supplied photography along
with the Hanson global brand bible, we put our selves into the shoes
of the individuals most likely to purchase each product now united
under the Imagecrete brand. We developed a branding ethic to
supplement the global guidelines, introduced high end collateral and
revolutionized the product website to achieve an inspirational and
aspirational , while retaining accessibility and relate-ability through
language and communication.
Agency
Red Ark Marketing.

7. Come One, Come All
Client
Penrith Panthers leagues club. Located 55kms west of Sydney, is one
of Australia’s largest club in both physical size and active membership.
Challenge
With a $25M club refurbishment underway, a rush of new events and
activity was booked into the venues to maintain visitation. Existing
communication was could not keep up – a change was needed.
Solution
Using the essence of each venue as our jumping off point, developed
a visual ID for each venue. Placed each execution into a series of
templates and set into a system allowing for the club to modify their
own communication (as new acts and activities were booked) to
create and maintain a refined and consistent look and feel.
Agency
Red Ark Marketing.

8. Pre-pay and Play
Client
epay. A 100% owned subsidiary of Euronet Worldwide, is Australia
and New Zealand’s largest supplier of prepaid products.
Challenge
Promote and incentivise consumers to purchase prepaid products in
over 25,000 retail locations across Australia and New Zealand, while
supporting carrier activity – all on very a limited budget.
Solution
Developed an online entry system to provide a fast program artwork
‘re-skin’ along with a unique code entry mechanic printed on terminal
receipts. Created supporting point of sale for each program.
Partnered with strategic brands to provide access to compelling prize-
pools in exchange for exposure to target audience.
Agency
Red Ark Marketing.

9. A Website for Sore Eyes
Client
Cemintel. A division of CSR’, is an industry leader in development and
production of residential and commercial building products.
Challenge
The Cemintel website served as an important resource for the building
industry, but was a major challenge to maintain and navigate. A site
that could keep up with the times (and competitors) was required.
Solution
Go back to square one and look at the type of visitors coming to the
site and the sort of information they were after. Designed profiles for
each customer type and then created pathways to and through the
site to complement. SEO strategies were implemented to drive
visitation and referral traffic was ramped up. Using the CSR brand
guidelines, adapted elements from other pieces of communication to
create a constant look/feel while evolving to suit a more web-savvy
user. Did we mention that, for the first time, they could track it all!
Agency
Red Ark Marketing.

10. Seal for Success
Client
Cemintel. A division of CSR’, is an industry leader in development and
production of residential and commercial building products.
Challenge
Cemintel developed a cutting edge fibre cement product featuring a
patented technology preventing water from penetrating the sheet.
Who cares and how do you achieve cut-through in a cluttered space?
Solution
Researched established builders, specifiers and contractors as ‘red-
blooded Aussie blokes’ who loved their utes! In partnership with
Holden, developed a national in-store and online purchase, respond
to win promotion with a major prize: CSR Red Holden SV6 Ute.
Agency
Red Ark Marketing.

11. Dare To Bare
Client
Cemintel. A division of CSR’, is an industry leader in development and
production of residential and commercial building products.
Challenge
Cemintel developed an architectural façade system that looks just like
concrete! Achieve the look of a modernist monolith, but who would
be interested and how do you reach these uber- hic types?
Solution
After researching the market, it was clear that the mid to heavy
weight architects would be the most appropriate target. After
developing a brand and rolling this across a collection of funky
collateral, we worked with the CSR teams to reach architects where
they live (at work.) An interactive website, video case studies, media
placement using tip-in product collateral and super cool product
samples rounded out the approach.
Agency
Red Ark Marketing.

12. King of Supersize
Client
Coca-Cola Amatil Asia Pacific working in conjunction with QSR Burger
King and Hungry Jacks.
Challenge
Incentivise all Burger King / Hungry Jacks restaurant staff across the
APAC region to drive drink upsize while accommodating regional
variables along with a huge propensity for fraud and over redemption.
Solution
Give me greenbacks! US dollars researched as best and most
universally prize across APAC. Uniquely coded ‘everyone wins’
scratch-cards printed featuring cutting edge fraud protection.
Program redemption ($250,000) insured and rolled out via local
representatives in each country with managers rewarding staff in-
store for each upsize.
Agency
Red Ark Marketing.

13. Training Tunes
Client
Coca-Cola Amatil Australia working in conjunction with QSR Hungry
Jacks.
Challenge
Hungry Jacks staff and managers are not participating in a new online
training system (code name JEDI) or completing modules within the
allotted time with a compounding factor of high staff attrition
Solution
Developed a points based system of rewards for on on-time and early
completion of training modules, integrating this into the digital
system, along side a length of service reward program. A fully
branded rewards redemption site created, in partnership with
Universal Music Australia, to avail all participants with amazing
rewards for performance and tenure.
Agency
Red Ark Marketing.

14. Partnerships for the Century
Client
20th Century Fox Home Entertainment. The home entertainment arm
of 20th Century Fox studios, MGM/UA/Columbia TriStar, CBS and BBC.
Challenge
Once you hear about an amazing movie, you might rush out and see
it, but once the theatrical hype has died down – do you remember
that the DVD experience is close at hand? How do we remind you?
Solution
20th Century Fox Home Entertainment, in all of its incarnations covers
a huge range of entertainment experiences. From horror flicks to
educational programming for kids, from Australian epics to high-
school musicals, it is all available. Each release offered a new
opportunity to find strategic partners, create amazing promotions and
drive sales. Did you rent or buy one of these films? Our work is done!
Agency
Red Ark Marketing.

15. Healthy Membership Drive
Client
The Doctors’ Health Fund. A not-for-profit private health insurer
serving the medical community.
Challenge
The medical community is a pretty busy bunch and when they aren’t
on the golf course or in an operating room, they probably aren’t
thinking of their health coverage, so how can we catch them?
Solution
After revitalizing the brand and moving the communication to a more
professional look and feel, we designed a comprehensive
communications plan which included direct mail, outbound sales calls,
site visits, sponsored events and strategic online promotions via
partner sites. A database management and CRM program was
introduced to add a layer of understanding to the entire program.
Agency
Red Ark Marketing.

16. Pipe Dreams
Client
Ocean & Earth. Creator and distributor of surf products and
accessories along with a range of clothing and lifestyle products.
Challenge
How do you sell a brand that is totally tied into the religion of surf to
both the initiated surf seekers and those who dare not dip a toe into
the wet stuff? How do you then bridge the 14 to 65 year old age gap?
Solution
To find the solution, we had to travel back into the history of surfing
and beach culture and find the single minded proposition that
connects the past to the present and the present to the future. Then
we moved from the shore to the burbs – what is it that brings
everyone together? Rides and rhythms. Our proposal was to connect
the brand with the vehicles that define our lifestyles and the music
that offers up a sound-track to our existence. Two programs proposed
for consideration (Retro Rampage / Eco Rampage.)
Agency
Red Ark Marketing.

17. Air Ink
Client
Tiger Airways. Asia-Pacific's true low fare airline offering passengers
the lowest airfares on safe and convenient point-to-point air travel.
Challenge
The demographic most likely to take advantage of rock bottom prices
isn’t young and funky, so how to you connect with this crowd and get
them in the air with Tiger?
Solution
Go viral and make a statement. Under consideration is a viral program
based around the first ever tattoo parlor in the sky. Starting with a
stunt, filmed in an amateur style and posted online, this program will
create a huge ground-swell of interest with the young, edgy counter
culture types (and want-to-be counter culture consumers) driving
direct ticket sales as a result. An added benefit is that the impact of
delays and canceled flights will have minimal impact on those
connected with the program (it has the potential to help it!)
(proposal under consideration at this time.)
Agency
Red Ark Marketing.

18. Graffiti Gold
Client
Sharpie. The leading brand of disposable marking pens and tools
manufactured by Sanford.
Challenge
How do you speak to a youth in their own language and connect with
the counter culture creativity that is the deep dark secret of
permanent markers around the world.
Solution
Hit the streets and go viral with ‘BOMBSITES.’ A mobile billboard with
sidesteps is created featuring white canvas sides. Marked as an
“Official Graffiti Area,” people are encouraged to use their Sharpie to
make their mark. The process is repeated around the country, with
the canvases being filmed during each stop (day and night.) At the
end of the journey, the canvas is photographed in a studio and
partners are able to access the canvas for use on their products.
(proposal under consideration at this time.)
Agency
Red Ark Marketing.

19. Armed & Dangerous
Client
Sharpie. The leading brand of disposable marking pens and tools
manufactured by Sanford.
Challenge
What do all of the modern tattoo masters have in common? Firstly,
they are the new rock-stars of youth culture AND secondly, they use
sharpie products to bring their design to life on a client’s skin. SO…
Solution
Sharpie, working in conjunction with major national and international
tattoo and design magazines issues a challenge. Design and draw
your own tattoo (on your own arm) and submit your creation.
Uniquely coded advertising in magazines provides the ‘key’ to access
the online submission system while also providing an instant win
component to the activity. Submissions are evaluated by the top
tattoo artists and winners are tattooed and a special edition t-shirt
made from their drawing. Each participating magazine then is
provided with the editorial and pictorial content to run online and in
their next issue along with the opportunity to re-sell the featured shirt
in support of a charity partner. (proposal under consideration at this
time.)
Agency
Red Ark Marketing.