The challenge was to position working in the dairy industry as a varied and exciting vocational choice for young New Zealanders and to encourage 15-18 year olds to consider a career in the dairy industry.
We went to the kids and asked them what they wanted. This resulted in one of our most holistic campaigns using digital media as the main thrust of the fully integrated campaign. This included a TV campaign, live billboards, press advertising, viral banner campaign , viral video campaign, radio advertising, promotional merchandise including t-shirts and stickers, a career advisor information pack, full branding and photography, a study guide, website, email marketing, a Txt campaign (to create a direct connection between the younger audience and the Get Fresh brand), a Facebook page and a series of online flash games to engage site visitors with the key messages of the campaign.
The campaign generated massive PR attention.
Completed
Work:
