Text
A tri monthly insight into
Extension projects, marketing
thoughts and industry opinions
Edition
#5 - Autumn 2012
Cover
Firechief Pizzeria
Pic. Hugh Maxwell Adams
Inside this edition
Branching In
Strengthening Loctite
Big Dreams
Yum is the word
Go Mobile!
Archive
Autumn 2012
Spring 2012
Branching In
Extension acquires digital agency Lettuce
Extension has acquired digital agency Lettuce.
“This new partnership will offer Extension’s clients seamless delivery in what is now the most important medium, ” says Jon Ellis, principal of Extension.
Lettuce has existed for over a decade now, and has delivered integrated digital solutions for small businesses through to international giants including Europcar, Unilever and Samsung.
Extension has collaborated with Lettuce on most digital projects over the last four years.
Lettuce has a comprehensive skillset including website construction, e-commerce platforms, software as a service and digital marketing strategies.
Lettuce will be a key force for Extension’s drive to offer new and improved digital possibilities to clients.
“If the Eynesbury mobile site is just the start, we are looking forward to a very exciting future.”
Jon Ellis
▲ Lettuce team
Album of the quarter:
Chet Faker - Thinking in textures
T-shirt Print
Not Pinterested
Strengthening Loctite
Helping the world's #1 brand of engineering adhesives & sealants
Loctite is the world’s #1 brand of engineering adhesives and sealants. Part of Henkel Adhesive Technologies, the Loctite brand is synonymous with innovation, boasting over 5,000 products.
When Henkel approached Extension, there were two issues Loctite faced in the Australian and New Zealand marketplace; combating increasingly aggressive competitor activity and linking brand leadership attributes to retail products.
In an industry where the majority of print advertising is literal and cluttered, our brief was to cut through the noise and make Loctite’s leadership position clear.
To reinforce their leadership, we created the Strength campaign.
The campaign visually connected five different themes that together expressed a contemporary and highly innovative picture of Loctite.
We focused on short, witty headlines and bold art direction to convey Loctite’s brand power and to attract attention. With support from Loctite we were able to create a campaign that delivered simple, yet brave messaging and creative.
“We are very impressed with the look and feel of the new Australian campaign. It reaffirms Loctite’s position as the market leader in engineering adhesives and sealants.”
Eugene Robinson, General Manager
Loctite AG Division
▲ Loctite Press Campaign
Cool App:
Pocket Whip
See
Berlinde De Bruyckere - We are all Flesh
ACCA - Until 29 July 2012
Big Dreams
Eynesburys's latest advertising campaign
During a slow economy many developers turn to discounting, rebates and strong retail campaigns. Whilst there is nothing wrong with retail themes when a product has genuine point of difference, it could win market share in a slow market when it showcases its USP.The Eynesbury Big Dreams campaign resisted the widespread discount offerings and created a truly captivating promotion.
The campaign aimed to capture the dreams of Eynesbury’s children who were invited to attend a casting day dressed up as what they want to be when they grow up. We selected six dreamers and created a campaign that focused on Eynesbury’s key benefits – open space and community.
... with over 50% increase in website and social media traffic and over 13,500 unique visitors.
The ‘making of’ the Big Dreams video added more reasons to visit the website and for residents to endorse the township to friends and family.
The video added great content for Eynesbury’s social media strategy, driving significant interest and feedback.
The campaign appeared in local and metropolitan newspapers, web, point-of-sale, electronic mail and outdoor signage including freeway supersite billboards.
The Big Dreams campaign was successfully implemented to a very price sensitive market and resulted in a significant rise in enquiry with over 50% increase in website and social media traffic with over 13,500 unique visitors to eynesbury.com.au in Febuary/March.
▲ Big Dreams Campaign press and outdoor advertising
Quote of the quarter:
"Culture eats strategy fot breakfast"
Artist
Mark Evans - Leather Artist
markevansart.com
Yum is the word
Cafe picks
For those looking for a taste of first-rate coffee and a slice of pizza that could actually change your life, head over to Paul Mathis’ new establishments in Camberwell and Hawthorn East.
Over the last six months we worked with the highly regarded restaurateur to shape the brands and bring these edible visions to life.
Insight of the quarter
Go mobile!
By Angus Booker, Lettuce
▲ Eynsbury mobile site
Everyone is talking about the third screen. There’s good reason, over 50% of Australians are online with their phones and tablets. Mobile is how your customers are finding you.
Visits from mobile devices are dramatically on the rise, especially across property sites. This quarter, visits from mobiles were up as high as 15% on some our client’s project sites. And it makes sense, when people are out and about searching for property they have their phones or tablets with them.
Finding your way around most websites is a nightmare on mobile devices, they often contain flash or non-mobile friendly technology with small buttons and images that load slowly.
When designing a mobile site consider the following
1. Purpose
This is the key. Why are people visiting your site on a mobile? Chances are they want something specific like an address or phone number and effective design will provide people what they want up front. It’s crucial to make it easy for people to call you, find you or email you from the homepage.
2. Usability
Remember people’s fingers are big and navigation needs to accomodate this. Information on mobile sites should be no more than one page deep.
3. Simplicity
Mobile is about instant information. Keep it really simple; people don’t want to read reams of information. See if you can replace words with icons.
4. Speed to load
Images are never going to look amazing on mobile devices so keep file sizes small. Don’t make people wait for little benefit.
5. Multi browser
Android phone sales are well outstripping iPhones and then there is the good old Blackberry. All devices have differences and it’s important to create compatible designs that work across all of them.
Site of the quarter
beetle.com