PROTECTING THE DEMAND FOR AN AUSSIE HOLIDAY DURING A GLOBAL PANDEMIC.
A WORLD FIRST IN AUDIO TECHNOLOGY CREATES A MOMENT OF ESCAPE FOR WOULD-BE TRAVELLERS.
In 2020 the COVID-19 pandemic forced the closure of the Australian border to all international tourists overnight.
Tourism Australia needed to find a way to stay in people’s minds so that when travel returned they were thinking of our golden shores as their first choice destination for a holiday.
With people all over the world frightened, isolated and fearful, many were turning to digital-world experiences like ASMR to distract them and to ease anxieties.
‘Australia in 8D’ is an immersive UX that blends epic colour coded imagery of Australiana with a dreamlike 360° soundscape to immerse people in the Australian experience. Techniques that transcend language and culture.
The campaign reached +220M people across 15 global markets with 109M full length video views delivering +3.6M clicks into Australia.com (176% increase YOY). Critically, Australia also improved in terms of global demand (source CDP Feb 2021) with consideration and intention metrics both improving relative to competitors.
Creative platform, integrated campaign, content and connections planning
+226 mil
People reached
+110 mil
Completed views
+176%
clicks to aus.com
+3165%
website traffic to australia.cn
$300 mil
EMV (contributed to)
CRITICALLY, AUSTRALIA IMPROVED GLOBAL DEMAND WITH CONSIDERATION AND INTENTION METRICS RELATIVE TO COMPETITORS.
(Source CDP Feb 2021)
A SUITE OF SERENE AND MESMERISING FILMS TO EVOKE A RANGE OF EMOTIONS & GIVE THE AUDIENCE A MOMENT OF ESCAPE IN AUSTRALIA.
We worked with local Professor Frans Verstraten, Chair of Psychology at the University of Sydney to craft colour coded videos to benefit the audience’s mental wellbeing, whilst simultaneously showcasing Australia’s visual diversity and providing inspiration for future holiday makers.
A USER EXPERIENCE TAILORED FOR CHANNELS ACROSS PAID, OWNED AND EARNED.
The project ran in 15 markets internationally across paid digital and social channels including YouTube, Facebook, Instagram, Spotify and Twitter as well as connected TV.
All media pushed to a library of content that lived on australia.com and YouTube. The audio and visual approach meant the content could easily be adapted for all languages.
In China the project it ran on video platforms including Tencent Video, Youku, and iQiyi achieving +57 million unique views.
ACTIVATED LOCALLY IN 15 INTERNATIONAL MARKETS
The project was activated through earned media and PR within each of the local markets.
In Japan, Tourism Australia commissioned a white paper with Dr Hajime Suzuki, a sound specialist, to analyse the videos and share his findings in a press conference.
Dr Suzuki’s findings was that the 8D ASMR elements provided the audience with a simulated experience of the wonderful environment in various parts of Australia.
PRIMING INTERNATIONAL TRAVELLERS FOR BORDERS REOPENING.
As anticipation for border openings grew, we needed to lift the energy of our 8D platform to a new level and show the rejuvenating effect of an Australian holiday.
So we collaborated with Aussie music superstars Flight Facilities. Their live recording of ‘Got To Have’, with over 80 individual instruments was remixed into 8D providing an emotive and uplifting soundscape to visuals of Australiana and visual metaphors that represent the rejuvenating qualities of an Australian holiday.
