Antidote: A Festival of Ideas, Action and Change
In 2018 our strategic approach was informed by customer insight. Market research had provided us with the opportunity to rethink our approach to both targeting and timings - making these adjustments would mean capturing more of the addressable market.
The integrated campaign includes launch events for media and customers. A rich digital ecosystem of podcasts, email, social, paid media, a dedicated microsite and publicity. Corporate partnerships with Sydney Morning Herald (SMH) and SBS.
Podcasts
24 episodes were recorded and released. Featuring Ronan Farrow, Ta-Nehisi Coates, Chelsea Manning, Maureen Dowd (The New York Times) and more.
“Antidote 2018's impressive line-up a 'response to the times we live in'.”
— Sydney Morning Herald
Results
Metrics
A success with critics and audiences alike, Antidote earned highly positive coverage from major media outlets, Sydney Morning Herald (SMH) and The Guardian. Audiences grew by 38%, and revenues by 40% YOY through Initiatives that include:
63 pieces of original SOH digital content including videos, podcasts, trailers, and articles.
A focus on brand awareness: extending the length of time the campaign would be in market, and a launch event in the Utzon Room with media coverage reaching potential audiences of 9.2 million.
Two new media partnerships with SMH and SBS enabling increased reach with: 390K viewers across TV and over 1 million impressions delivered across Catch Up TV and Display.
Role
Marketing Manager, Marketing Lead - Talks & Ideas.
Creative
Tone of Voice Creation: Jen Dobbie. Art Director: Fred Liva, Jen Yani. Designer: Jen Yani, Abi Gordon, Coral Chum, Fred Liva. Motion: Mark Kilroy, Music: Jesse Kendal.