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Two Davey awards put a winning sheen on 2018 for us. We won the Gold Davey for Best Corporate Branding for Q-Audit, and a Silver Davey for Best Integrated, B2C Campaign for Muffin Break (Ooshies Mighty Mini Meal Campaign). Let’s take a look at how we did it…
Gold Davey for Best Corporate Branding – Q-Audit
Health Audit Group came to us feeling lost and bewildered in a crowded marketplace. Their brand was not reflecting their wealth of expertise and experience. They asked us to develop a strong brand identity so that they could speak confidently to current and future clients.
Our re-branding process is intense at the best of times. This one involved comprehensive analysis of the client, its competitors and the industry at large. We discovered that the latter was overloaded with inexplicable acronyms which said nothing (or the same thing). They also gave little evidence to back up their claims.
After an intensive workshop process, we developed the name Q-Audit, accompanied by the tagline ‘Quality Assured’ and the brand promise ‘Purveyors of Quality’.
This perfectly encapsulates the brand, plus eliminated confusion with other organisations. Importantly, it removed barriers to future growth outside the health industry.
The next step was for our studio to create an eye-catching but professional brand mark. Our creative director used classic typography to deliver the brand promise, and careful gradients of the colour blue, which relates to one-to-one communication.
“giving Q-Audit a personal and unique edge, making it memorable”
The studio also developed an illustrative, graphical direction for the brand, giving Q-Audit a personal and unique edge, making it memorable within a traditionally dry industry.
We also developed a “Tone of Voice” for Q-Audit to activate throughout all of their communications – “a clear, concise and authoritative tone, based on a solid foundation of integrity.”
Finally, we developed a case study platform for their new website, so that they were able to provide evidence for their expertise and differentiate themselves from competitors.
All the elements came together beautifully to give the new brand incredible punch. The team at Q-Audit felt they’d hit their stride, were positioned accurately in the industry, and had more confidence in their communications with clients.
We also won the Gold Davey award for Best Corporate Branding.
Speaks for itself, right?
Silver Davey for Best Integrated, B2C Campaign – Muffin Break (Ooshies Mighty Mini Meal Campaign).
Our client Muffin Break approached us with a rather fun campaign: a collaboration with the “Ooshies” – popular collectible pencil toppers for kids! For a limited time, each Mighty Mini Meal would come with an Ooshie.
Our task was to leverage the Ooshies’ power to push awareness and sales of the Mighty Mini Kids’ Meal throughout Muffin Break’s 220 national outlets.
We wanted the kids to go crazy on this one.
Our creative team got to work devising an overarching campaign which would really pop. This campaign needed to be slick and integrated extremely well to cut through in the competitive food retail market.
“Our copywriting team played on the power of the “Mighty Ooshies” with fun puns, taglines and blogs, highlighting the personalities of each item and driving crave.”
Our copywriting team played on the power of the “Mighty Ooshies” with fun puns, taglines and blogs, highlighting the personalities of each item and driving crave. In each piece of content we underscored the Mighty Mini Meal’s point of difference – it’s a great, healthier alternative in the food court.
The headmark studio picked up the gauntlet with eye-catching, colourful creative that would appeal to both kids and adults. They created beautiful visuals across print and digital advertising assets, plus designed a cool box for the meal itself.
We also created a Val Morgan cinema ad to capture the shopping centre holiday crowd’s attention. We kept spend low on this, using clever animation instead of expensive videography.
The digital team then carried the campaign home with a highly strategic content marketing campaign actioned via website and email.
Thanks to our creatively integrated campaign across platforms, Muffin Break’s “Ooshie” Mighty Mini Meals sold over 18k units across the country, increasing average transaction spend by 19%.
We’re proud of our Silver Davey award for the Ooshies – plus we had a lot of fun doing it!