Havas Play
As the passion point marketing experts, Havas Play builds meaningful brands through consumer passions.
As the passion point marketing experts, Havas Play builds meaningful brands through consumer passions.
We create insight-led strategies that fuel authentic partnerships across sport, music, film, TV, talent, events and social responsibility, amplified by imaginative experiences and engaging content.
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Alongside a fully integrated campaign, Havas Play created Gillette’s first-ever Barber Shop in Australia and in the process were able to educate millions of Australian men on how to improve their facial hair-care. We began by using facial recognition software in digital OOH posters in order to identify Australia’s 'beardiest place' in the country. Once unearthed—sure enough, it was Bondi Beach!—we opened a fully COVID 19-safe barber shop at the height of the national lockdown. By launching the new King C Gillette brand in the beating heart of Australian beard culture, we were able to meaningfully connect with the target audience. Not only was the experiential event sold out every single day it was open (it proved particularly popular among 'beardier' Bondi locals), it was seen by millions of Aussie men around the country via the content. The result? We grew King C Gillette's category position in Australian retail by a whopping 147%.
Havas Play were tasked with finding a suitable partnership that would not only help NRMA Insurance to address the issue of koala habitat-loss but also serve as a vehicle for community engagement. After undertaking a market audit, we identified Conservation Volunteers Australia as the strongest partner given their significant credibility in koala preservation and their ability to mobilise a strong community volunteer base in our target states. As a result of the campaign, over 60,000 trees were planted, 3000 community volunters were engaged and NRMA's brand positivity saw a boost of 19%. Watch now
To help activate CGU Insurance's major partnership of Collingwood Football club and bring to life the creative platform of 'Ambition', Havas Play created the 'CGU Fanbition Booth' with a bespoke karaoke booth placed outside the famous MCG. Fans were invited to step inside the booth and belt out the iconic Collingwood team song. These recordings were then edited in real-time on-site into a montage and transferred on to the big screens inside the stadium, to play during the first quarter's break. The highly popular experiential execution not only helped "fuel the ambition" of the Collingwood team, but saw greater awareness of (and engagement with) the CGU Insurance brand and their sponsorship of the club. Watch now
To help launch Amazon Prime in Australia, Havas Play created a fully functional and moveable 'tiny home', stocked with amazing products from Amazon Prime. We placed the house in one of the highest footfall locations in Sydney. Members of the public were invited to explore the house and then visit the Amazon microsite, telling us in 25 words or less why they or a friend needed some Christmas cheer. A week before Christmas, we surprised the deserving winner, a single mother whose house had burnt down in the devasting bushfires, with her brand-new tiny home. We drove significant engagement on-ground as well as working with village PR agency, One Green Bean to deliver huge media coverage across Australia. Watch now
In order to improve the uptake of sporting and physical activity among children in lower income, culturally and liguistically diverse parts of southern and south-western Sydney, we were tasked by the Office of Sport NSW to create a game-changing new health campaign.
We began with 10 modular OOH poster designs that depicted ethnically diverse young children engaged in different forms of sport. In each poster, a 'long shadow' of the child's successful future-self was cast across the playing field. Each poster targeted a different CALD community and attention was paid to cultural nuances and traditions. For example, our Chinese child wore red and the number 8 on their sports jersey, both details deemed lucky by the Chinese community, making the creative more culturally relevant to that audience.
This modular design meant we could 'mix ’n’ match' the creative easily in order to speak to all our CALD communities. Similarly, our insight told us the slogan 'Active Kids Go Far' addressed the strong desire of CALD parents for their children to succeed in life. We then geo-targeted priority areas, with the right cultural message via outdoor, print, social and radio.
The result? A 20% increase in sports uptake/voucher claims among the target communities, an award-winning campaign and a lot of happier, healthier kids.
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