A new narrative in beauty

bgb had the strategy, creative and production experience to produce Jurlique’s global brand and product campaigns at the level needed for a discerning premium skincare customer. Working in collaboration with world-class commercial artists such as Derek Henderson and Dr Lisa Cooper, we produced new integrated creative assets across a wide range of paid, owned and earned media, with a particular focus on building an engaging in-store customer experience.

Inspiring customers to believe that natural skincare products can make a real difference

The new Jurlique campaigns tell the story of the brand’s points of difference, highlighting the purity of its provenance and the power of its unrivalled natural credentials. The campaigns are designed to tap into the brand’s extraordinary potential, celebrating its natural roots while signaling its thought and performance leadership in a fiercely competitive global skincare market. It’s not just about Jurlique’s unique ingredients – it’s also their incredible effect on the skin.

Insight-led creativity

Most people are surprised to learn that Electrolux is a Swedish brand. With a forward-thinking culture that fosters innovation, Swedish brands and aesthetic are desirable the world over and especially in Australia. Let’s not forget ABBA were Swedish!  A concept central to the Swedish lifestyle is Lagom – Lagom is about not too little, not too much, but just enough. It celebrates making your home a peaceful place and making the good life less complicated. Electrolux is the epitome of Lagom.

When told about this Swedish heritage and the promise of balanced living, consumers were strongly persuaded to think more favourably of the Electrolux brand. bgb’s task was clear – deliver this proposition to market.

Swedish Thinking.
Better Living.

Strongly aligning Swedish innovation with the E100 tasty and tactile product benefits, bgb developed a multi-channel campaign that celebrated the brand’s heritage whilst giving credibility to the promise of Better Living.

Brand distinctiveness + happy retailers

After years of static brand health, the Electrolux brand experienced strong growth in spontaneous brand awareness, brand consideration and brand preference following the release of this new campaign. Electrolux’s all-important retail partners greeted the new campaign with enthusiasm and credited it with changing their perceptions of the brand, turning the tide on the sea of whitegoods sameness.

What’s it like with everyone watching?

We created an experience called ‘See Things Her Way’ that featured a See Through Loo – a specially designed toilet that created the sensation that everyone was watching while you go about your private business. Participants experienced a gamut of emotions – vulnerable, stunned and shocked. We supported the activation with informative displays and spokespeople who helped people truly understand the scale of this global problem and the daily reality that billions around the world experience.

Stopping people in their tracks

Our successful brand activation had 650+ people try the See Through Loo and pledge their support on a sunny winter weekend. The activation needed longevity beyond this one weekend, so we interviewed participants and captured their opinions and feelings about the global sanitation crisis. We used these interviews to produce a number of content pieces that were distributed through various owned and paid channels, with views of more than 1.7 million. We also generated over 40 pieces of media coverage, intriguing Sunrise and convincing them to do live weather crosses from the See Through Loo.

Creativity + Academic Rigour for real-world results

We sourced and coordinated a large team of local and global experts to develop the materials for the Dove Confident Me Workshop. Local teacher involvement was critical to ensure we used the right language and aesthetic for this “tricky” age group.

The materials we developed included: a comprehensive ‘how to teach’ teacher’s guide; a multimedia in-classroom workshop; videos starring local students suggesting real-world actions that can be taken to improve body confidence; and a teacher-specific web site where teachers can learn all about the workshop and download the free materials for their classroom.

As well as delivering the workshop, we conducted an outreach programme amongst the Australian education community, generating awareness and advocacy for the workshop.

Brand trust + healthy, happy kids

Dove’s Confident Me Workshop has now touched the lives of over 120,000 students aged 11-14, reached over 37,000 teachers and formed relationships with over 100 carefully targeted key education influencers.

A world-class gaming event

Choosing to hold the event at Sydney’s Olympic Park was the perfect way to put Sydney’s best foot forward. We created and implemented a 16ft by 20ft stage set backdrop that was the showpiece of the three-day tournament, and took complete responsibility for all venue management, venue technical requirements, stage set and signage.

Lights. Cameras. Magic.

We brought to life a seamless, high-energy, rousing experience for competitors and fans. The event was captured and streamed live on Twitch TV, the dedicated Magic The Gathering channel. The event helped establish Sydney as a world class venue for future Magic The Gathering Grand Prix events.

Intelligent, appealing + ethical youth market targeting

bgb set up a dialogue with the relevant education departments and stakeholders to develop a teaching approach grounded in the school syllabus. We then created and produced the new education programme, ‘What’s Happening to U?’ – a catchy name relevant for both the topic and the brand. ‘What’s Happening to U?’ consists of multimedia interactive teaching tools and a teacher specific web site to both learn more and order the programme and accompanying U by Kotex samples. The programme makes personal development fun to learn and a pleasure to teach, while providing the U by Kotex brand with unparalleled exposure and credibility.

Results with impact

207,240 student sample packs were distributed to female students aged 11-14 in the launch year alone, smashing the 180,000 samples target. Since the relaunch, a total of 631,240 samples have been distributed through the programme and over 7,800 teachers have been reached at more than 7,085 schools across Australia. 95% of responding surveyed teachers rated the programme Very Good or Excellent, and 77% of respondent teachers forwarded the programme to a colleague.

A provocative yet inspirational vision of the future

We designed an experience that would provide bursts of positive and provocative energy and inspiration throughout the conference, so that each business meeting that followed would be engaging and highly productive. We incorporated ground-breaking technology, including “beaming in” guest speakers as interactive holographs that seemed to grow out of the stage floor. (You can ask us how we did it when you meet us.) With a central theme of optimism about the future, we took our 500 delegates on a stimulating journey through a series of cleverly connected experiences. The experiences included an expert panel facilitated by the renowned journalist Ellen Fanning; a Future Room profiling future scenarios and their impact on customers and IAG; and a full theatrical experience themed around team-building. The day finished with a coup for IAG – we convinced Andrew Denton to make his first corporate appearance in 20 years. He delivered a special closing address, bringing the house down with his humour, honesty and poignancy.

The day finished with a coup – we convinced Andrew Denton to make his first corporate appearance in 20 years.

Experiences that spark productive conversations and build loyalty

The conference was structured to raise the energy in the room and spark productive conversations – a goal it delivered in spades. The conference’s focus on courage, resilience, integrity and rising to the challenge helped the delegates remember the importance of their role within IAG and empowered them with fresh new self-care and people management skills. It played a vital role in raising morale and setting the tone for the year that followed.

Strategy, Content & Production across all elements (plus elephants)

We developed the conference communications and experience strategy and produced all creative, content and collateral for a stimulating experience. The delegates enjoyed a rich variety of experiences including an ‘Amazing Race’ style event across the rivers, roads and major tourist sites of Bangkok, a gala awards dinner and a musical production with a specially choreographed dance performance by Thailand’s premier dance troupe. There was also a chance to meet and get to know two friendly local elephants! bgb managed all conference production aspects, including filming, editing and delivering a closing film of the experience starring all the delegates. To make sure all the attendees had a meaningful experience, we made simultaneous translation services available to all throughout the conference.

“Engaging bgb a master stroke”

The conference was hailed as a major success by all who attended it in setting the right tone for the Halyard Health brand in South-East Asia.

Kevin McHugh, Director of Sales – EMA / Sales & Marketing Effectiveness Manager Asia-Pacific:
“We recently engaged bgb as the event management company for our bi-annual Asia Pacific sales conference held this year in Bangkok and it proved to be master stroke. Right from the start of the process, the bgb team proved themselves to be creative, passionate, knowledgeable, highly professional group of people. From the first planning meeting to the post conference de-brief, bgb were an absolute delight to work with. The bgb team were attentive, responsive and their expert guidance, creative input and diligence in the execution phase were instrumental in delivering a slick, impactful and truly memorable sales conference. Thanks to all the team at bgb for executing with excellence.”

The rewards of a long partnership

Our long-standing relationship with IAG gave us the insight needed to take the attendees through an experience that was just the right blend of nostalgia, entertainment and inspiration for the future. We created a cinematic highlight reel of the previous five years’ achievements. (This involved a few late nights reviewing 106 original videos to find just the right moments.) The video, which we presented on a gala night at the Sydney Opera House, was designed to bring back many fond memories for the attendees. We also treated attendees to a magical performance by the acclaimed Gondwana Choirs, one of Australia’s leading choirs for young people. They were joined on stage by international singing sensation Jessica Mauboy, who wowed the crowd with her talent and charm.

Framing a fitting farewell

The laughter, tears and smiles on the faces of the guests on the night said it all. The night evoked and created many warm sentiments and will be remembered by the attendees for many years as a fitting tribute to an exceptional chapter of success.

Live and digital ‘infotainment’ experiences

bgb designed and executed an experiential campaign with both live and digital aspects called ‘Play It Safe’. There was nothing “safe” about the scope of this project – it had many moving parts as we wanted to delight as well as educate the community and spark an ongoing dialogue with customers. We invented and built a mobile and interactive NRMA Insurance Safety House, which was taken across targeted eastern seaboard locations. Through the House, shoppers enjoyed fun, interactive educational experiences on how to be safer and more secure in their homes and on the road. There were also live shows and quizzes, videos, and face-to-face conversations with NRMA staff and community partners such as SES, NSW Police and Kidsafe.

Delivering an authentic ongoing dialogue and relationship

The campaign was a great hit with customers and potential customers, who said they loved the way it made them think harder about safety and got them interacting with NRMA Insurance and their community partners. As part of the experience, people were invited to complete an online Safety & Security survey, which generated key contact details and behavioural information for NRMA Insurance. This kickstarted a meaningful, ongoing dialogue of seasonal tips to improve safety and security, as well as information on community initiatives and events.