The Load&Go from Australia Post is the latest piece of NPD created by Naked Communications with management consultants Edgar Dunn & Co.

The card has been built from the insight that currently there isn’t a card on the market that allows for completely safe and (if you want them) anonymous purchases on the Internet. The Load&Go does both of these. Safe, as it’s a debit card preloaded with the amount you want, and anonymous as it’s not tied to any other account.

Go get one, and have fun making safe anonymous purchases on the Internet. Check it out and please let us know what you think.

Art Series Hotels, a luxury art-themed hotel chain located in Melbourne, Australia, needed to maximise occupancy rates over their quiet summer period to sell 1000 rooms. On a limited budget, we needed a hook to create its own momentum – generate awareness, website visits and ultimately room bookings.

Our idea had to create controversy AND motivate people to visit. All in a manner befitting this contemporary hotel chain.

We recognised that Melbourne has a history of art heists and that hotels themselves are rife with petty theft. Further inspiration came from the forensic psychology adage, ‘Bad men do what good men dream’.

Bringing together darker human motivation, art heists and hotel petty theft, we generated our idea: Stay the night. Steal the art.
But whose art? It had to be Banksy, the high-profile street artist whose work is frequently thieved.

Thus, ‘Steal Banksy’ was born. If guests could steal a signed Banksy (valued at $15,000) without being caught it was theirs to keep. If apprehended, back on the wall it went.

Launching with a media call and trickle advertising (search, press, Facebook), we also concentrated on driving social media conversations.
We released clues to the art’s whereabouts (#stealbanksy) and CCTV footage of failed heist attempts, and proffered insider tips to active social media commentators. Journalists documented their attempts via mainstream media. Celebrities got involved, tweeting to millions of followers.

As hoped, the art was cleverly stolen which we amplified to generate fresh PR before hanging another Banksy and starting again!

Don’t ask people to do something dangerous – they’ll probably do it!

In the 1960s, a notorious series of psychological experiments conducted by Stanley Milgram highlighted people’s willingness to be obedient to requests, even if those requests were harmful to themselves or others. The experiments demonstrated that most people (around 60% to 70%) were prepared to follow orders that involved harming others (via electrocution in this instance) if told to do so by an authority figure.

In 2012, WorkSafe, with Naked Melbourne, has adapted the Milgram experiments and put them into a simulated workplace setting to see if people are still willing to obey requests, even if it means others may be harmed. This time around 90% did what we asked!

The street experiment was supplemented by research that showed the willingness of supervisors to ask employees to do risky or dangerous acts. The most startling finding being ‘One in four supervisors would bypass safety for a $1,000 performance bonus.’

The PR and social media campaign was developed to draw attention to WorkSafe’s ATL message for supervisors, ‘Would you do what you ask your workers to do?’

• See the experiment and the results of the research
• See Channel 10’s coverage on ‘The Project’ (Sunday 15th April, Segment 2, 1’40”)
• The Age writes about it among many others

B&T

Moosehead Fuse has launched a promotional campaign offering people the chance to win one of their ‘fused’ prizes.

Working with Facebook application developer ‘Wildfire’, Naked Communications Melbourne have developed the initiative on behalf of the hair styling brand.

To get one of these fused prizes they’re asking people to buy a pack of Moosehead Fuse, use the barcode to register for a fused prize on www.facebook.com/MooseheadAU and get their friends to vote for them. Whoever gets the most votes gets the prize they selected.

The initiative will be supported by several corporate partners including Village Roadshow (prizes), Zoo (print and online ads), Austereo (radio ads) and MTV (TV ads).

On June 11th Naked Singapore coordinated a huge event in Kuala Lumpur for Nokia. The culmination of 3 months of planning.

9000 fans, over 10 hours experienced a playground of Angry Birds on new Nokia hardware.

The day included live Angry Birds slingshot games, face painting, high score play offs, a sling shot throwing people into the air, popcorn, fairy floss, live music and dance acts, photo opps, about a billion official Angry Birds plush toys and lots and lots of reasons to get Nokia phones into people’s hands.

Amongst everything else Malaysia smashed the official Guinness world record for the number of players in a mobile phone game relay (previous record 250, new record 2030).

It was hectic, hot, fun, a bit crazy and wildly successful for Nokia.

B&T

AB Foods has launched a taste-test campaign for Twinings Infusions titled ‘Infuse Your World Today’ to introduce the two new flavours Raspberry, Strawberry & Loganberry and Cranberry & Pomegranate.

The outdoor, print, online and direct mail campaign, by Naked Communications Melbourne, will invite consumers to try the new flavours by driving traffic to Twinings’ website where they can request samples to be sent to their homes.

Matt Houltham, managing director of Naked Communications Melbourne, said: “We are really please with how this campaign has come to life, and again will prove the power of interaction in changing consumer behaviour.”

Credits: client AB Foods, Twinings marketing manager Gavin Vandeligt, agency Naked Communications Melbourne

Mumbrella

Naked Communications has launched a campaign for Renault aimed at persuading consumers that the Latitude can reduce the stress of daily driving.

Based online, with PR activation, the campaign is aimed at persuading people to take a test drive themselves.

The project involves facial expression recognition technology to measure driver stress levels.

Chris Brown, marketing director of Renault Australia said, “We wanted to find a creative way to let people experience the car and all of its features. We worked with Naked to develop the ‘Stress Test Drive’ campaign and we are extremely pleased with how it’s come together.”

Sesh Moodley, creative director of Naked Communications said, “We believe this is a really interesting take on your traditional product demonstration. The experiment was captured in a series of online documentary styled films to encourage people to stress test the Latitude.”

Adam Ferrier, partner of Naked Communications said, “We are always interested in getting people to act, rather than just passively receive a message.”

Credits:

Renault Australia

• Chris Brown, Marketing Director
• Katrin Illig, Marketing Coordinator

Naked Communications:

• Paul Swann, Head of Ideas
• Sesh Moodley, Creative Director
• Natalie Musico, Head of Expression
• Paul McGilvery, Expression
• Amy Adler, Expression
• Louise Pogmore, PR
• Adam Ferrier, Strategy
• Matt Scotten, Communications Director

V.I. Melbourne

• Kieren Redpath

Mitchell’s

• Andrea Cehovin
• Leon Sammartino

Photoplay

• Scott Otto Anderson. Director
• Oliver Lawrance, Producer

Campaign Brief

Sony Australia and the Sony Foundation’s You Can program has launched a new initiative called “Share Your Journey”.

To kick off the campaign, home grown adventurers Cas and Jonesy will attempt a world-first Antarctic adventure.

June 30th, 2011 by Ben Fahy

For years, brands have created ads and placed them in appropriate media in the hope that they’d help sell more of their stuff. These days, brands are increasingly creating experiences in the real world that are relevant to the product and involving consumers in those experiences. And The Powerade Challenge, a 9km running course/interactive marketing campaign around Auckland’s waterfront, is a prime example of this shift.

After the weekend/weeknight running warriors register, they receive an RFID bracelet in the post (they cost $4-5 each, so registrations are limited to 3000). They run the course, check in at three Powerade vending machines along the way and then their time is uploaded to a website. Adshels and billboards have been secured along the way and pavement media will also accompany them on their journey.

The idea, which was dreamed up by Naked Communications and also involved Coca-Cola’s agency Ogilvy, Ikon (which scouted the course routes options) and Satellite (which researched and coordinated all the technology solutions), isn’t new, of coure, but it’s still pretty damn cool and it’s a great way to bring the product to life. Nike uses similar technology in its Nike+ shoes and Nike’s Gridrun in London required runners to head to various phone booths, call a number to get instructions and then run to the next one, with the data then uploaded to a website. The New York and Auckland marathons also use RFID anklets (in New York, supporters can send in a video and as participants run through a checkpoint, it sets the video off on the big screen).

Naked Communication’s Matt O’Sullivan doesn’t think anything like this has been done before in New Zealand. And he believes it’s slightly different to these international examples because it combines out-of-home media and technology to turn what many consider an everyday thing—a run—into a memorable, personal and interesting experience (in some ways, it’s a similar strategy to that employed for ecostore’s personalised magazine cover on ACP’s Little Treasures).

The Challenge also taps into the competitive streak of runners by letting them compare times online and, as Powerade sponsors the All Blacks, it’s thought some of the team will run the course, either as a PR stunt or on their own time, so participants can compare themselves with the cream of the crop.

The course is open for two months starting Monday and runners can complete it as often as they want to try and improve their times. There’s also the additional lure of weekly Powerade prizes.

So, the athletes have their challenge. But no word yet on whether Coca-Cola will create something for the other large chunk of Kiwis who consume its blue elixir. StopPress thinks a course requiring extremely hungover participants to go from one greasy food stop to the next, possibly in their car, while stopping at various dairies and petrol stations for a blue Powerade along the way, would be immensely popular.

The Sell Blog | The Australian | June 13, 2011

NAKED Communications has released the results from an experiment it conducted at last week’s Mumbrella 360 marketing conference in Sydney designed to show which is the most powerful form of communications for changing behaviour.

Four groups of people were asked to donate money to Naked’s charity partner Save the Children.

The participants were then split into four groups that received different communications messages.

The first group received a rational message explaining Save the Children’s key areas of focus, including compelling statistics about the charity and an explanation of where the money goes.

The second group was exposed to emotive messages including a feel-good clip that showed the positive effects on children that Save
the Children has.

The third group was asked to create an ad for the charity about why children are important.

And the fourth group, which was the control group, was asked to complete unrelated word puzzles while the other groups were working.

The average donation of the first group (which received a rational message) was $2.39 per person, rising to $3.69 for the group that received emotive messages.

That figure rose again to $4.03 for the third group, which was asked to create an ad for Save the Children.

The control group donated an average of $2.58 per person—almost 8 per cent more than the group that received rational messages about why they should donate.

The group that was asked to create an ad also donated a higher proportion of the money they had on hand—35 per cent—than any other group.

Interestingly, the group that received emotive messages perceived themselves as giving more, estimating they had averaged $6.40 per person compared with $3.50 for the group that was asked to create the ad.

According to Naked, which is positioning itself as a behavioural change agency, one factor leading to a better result for group three was the greater benefit of experiential learning, or learning by doing.

However, other key contributors include actions engendering a feeling of ownership, which in turn makes people feel more engaged with the message; cognitive dissonance—once people act in a certain way, they strive to align their other behaviours accordingly; and autonomy—a better result from people who are invited to interact with a message on their own terms rather than having it forced upon them.

All of which goes some way toward proving Naked’s way of working as a behavioural change agency.

Here’s how founding partner Adam Ferrier explained it in Media last December:

“Behavioural change is seemingly obvious but currently the marketing industry still is taking the wrong approach: build awareness and desire (which leads to) action,’’ Ferrier said.

“We believe in flipping that model on its head, where we start with action first. The rest – interest and desire – will look after itself.’’

One example of the agency at work was the “Ask Richard’’ campaign for Sydney community radio station FBi, which asked listeners to come up with creative ways to ask billionaire Sir Richard Branson to give the station $1 million to keep it on air.

“We’re finding that the most effective way to deal with loyalty is through getting people to interact with a brand rather than passively receiving a message,’’ Ferrier said.