Community
Theft and Noise Intervention Campaign - Australia
Client: City of Melbourne.
Target Audience: Young licensed venue patrons within the Melbourne CBD and inner city suburbs.
Summary: In 2005 the City of Melbourne enlisted Convenience Advertising to develop a narrowcast campaign addressing the increase in reports relating to late night disturbances and theft of personal belongings in and around licensed venues in Melbourne’s CBD and inner city suburbs.
Yooralla Recruitment Drive Campaign - Australia
Client: Yooralla.
Target Audience: 16-25 year old male and females.
Summary: Convenience Advertising undertook pro bono work for Yooralla in 2005/2006 in order to maximize responses to the job advertisements warranted by Yooralla. This campaign was launched in November 2005 and targeted male and female movie-goers aged 16-25 but those specifically attending select Hoyts cinemas in metropolitan Melbourne.
The campaign employed two gender neutral messages which encouraged the target audience to consider a career with Yooralla. ‘Initiative’ and ‘Communications Skills’ were implemented in several bathroom locations within the locus of engagement as to increase message exposure and provoke contemplation.
On the completion of the narrowcast program installation, the Yooralla campaign had a total of 102 messages placed within 8 Hoyts venues reaching a total of 102,807 patrons each week for the duration of the campaign.
