With the finalists for Cairns Hatchlings, presented by Yahoo, having been revealed, we are turning our focus to the work that earned them their place in the spotlight. This week we take a look at the Strategy category.
Want to see who will win? Join us at Cairns Crocodiles, presented by Pinterest.
In Cairns Hatchlings, all entrants must work in pairs. The finalists for the strategy category are: Elizabeth Nan Tie and Darshan Pawani, Annabelle Harrington and Sophie Stone, Gabi Richardson and Susannah Brown.
The brief challenged these duos to develop an insight-led campaign, rooted in a clear business problem, that defined how the product can address a specific audience or brand tension for Bonds.
The campaign should translate into a strategically grounded campaign, with clear deliverables and success measures spanning business, communications, marketing and culture.
Here’s a look at their work.
Elizabeth Nan Tie and Darshan Pawani, Starcom
The pair identified a key problem facing retail loyalty programs: consumers understand the value on offer, but lack reason to engage. It is less of an issue of awareness and more a challenge of relevance and excitement.
Their response used humour as a way to connect. They have invited Aussies to celebrate Bondsmas, a playful new retail moment that will turn July 24 into “Christmas for your bits”, using member rewards and entertainment-led creative to create buzz.
They have framed underwear shopping as something worth celebrating, inviting consumers to join the rewards porgram to take part. It aims to transform the everyday act of replacing essentials into a shopping event at scale.
Annabelle Harrington and Sophie Stone, This Is Flow
Harrington and Stone revealed a key retail problem: Australians are members of 5.1 programs, creating an overflow of points and perks. There is not a lack of participation, but rather a lack of emotional connection and cultural relevance.
Their response used break-up culture as a way to connect. They have proposed ‘Break The Bond Day’, transforming Bonds’ 24/7 sale event into a national moment where Aussie’s are encouraged to end their relationship with old underwear and upgrade.
They have framed replacing underwear as an act of self-improvement, inviting Australians to sign up to Bonds rewards program. It aims to turn the everyday act of refreshing wardrobe essentials into a culturally relevant loyalty moment.
Gabi Richardson and Susannah Brown, Nine
Richardson and Brown revealed loyalty fatigue as the main issue facing Australia’s retail landscape. It’s not from a lack of rewards, but rather sameness and low emotional connection.
Their response was to use culture as a way to connect. The proposed campaign taps into the Eagle Rock dance, inviting Aussie’s to sign up to Bonds’ rewards program and prove they are #EagleRockReady.
The have reframed underwear into a thing of confidence, turning a hidden everyday essential into a public badge of pride. It aims to turn the pants down moment into a nationwide event, making the brands reward program loud, proud and unmistakably Australian.
