Breaking out for MacArthur Central

Our new photo shoot for MacArthur Central is the cat's whiskers

While rival CBD shopping centres battle it out for attention, a smaller nearby centre, MacArthur Central, has struggled to be noticed. Marketing manager, Kelli Robertson, asked Black Eye to create a stronger public profile for this unique multi-use centre.

Our campaign required a new photo shoot to support our positioning statement "For whoever you are today".  Part of the campaign is focused on the quality fashion retailers in Edward Street, and uses a deliberately tongue in cheek poster aimed at our larger rival's use of animals in their marketing.

More images from the campaign can be seen here.

We shoot our latest TVCs for Marine Queensland

Brisbane International Boat Show to "Get on the water"

We've just wrapped filming on a series of TVCs for Marine Queensland's Brisbane International Boat Show using the theme "No matter who you are, now is the time to get on the water".

The shoot took just one (long) day and included scenes of a family taking their son wakeboarding on the Gold Coast spit. The concept shows 3 different bored people who are emotionally transformed when they "get on the water".

Cross promotion and interaction on the internet

Web interaction campaigns - do they work?

Just recently Orange (the UK telecommunications company) has launched the internet's very first balloon race across the internet. It's workings are quite complicated so I have quoted NMA below:

"The technically complex project (go to: playballoonacy.com) is a bid to engage with online audiences through blogs and social media. The race will promote Orange's mobile tariffs by inviting users to tag their name onto a balloon shaped like its dolphin, panther, canary and racoon brands. Entrants will be able to track and control their balloon as it travels across the web, with each visited site equalling one internet mile. The user with the most miles at the end of seven days wins a mobile phone package. Players can also get bonus prizes and energy boosts for their balloons."

You can also add your site to be visited by balloons in the contest. You just have to sign up. This is promotion for your own site and for Orange. 

Not all interactive promotions are successful

Tahoe, in 2006, gave their fans all the clips and online tools to create a Tahoe SUV ad. What they didn't expect was people to make anti-Tahoe pro-environment ads. The ads made it to youtube before Tahoe could close the site down. Tahoe had the right idea but wrong execution -they could have made an interactive game like the Mini Cooper Strike.