Problem:
Open State was seen as a ‘government conference’, resulting in low attendance and interest in the festival. When in reality, Open State is a share platform festival that involves, challenges and encourages South Australians to take ownership of their future.
Insight:
A clearer articulation of the brand story was needed to communicate efficiently with the target audience.
Idea:
Get South Australians thinking about what the future could be like by showing how Open State is a festival that provides a platform to share actionable ideas for the benefit of South Australia. This idea was executed across digital (paid and social media), outdoor, footpath decals, microsite, brochure, tram wrap and screens in office buildings.
Results:
- 11-day festival consisting of 171 events attracting 17,500 attendees.
- Involved 280 partner organisations.
- The rebrand contributed to increased awareness about Open State which supported the Department of the Premier and Cabinet’s digital and social media activity including:
- Increased traffic on social media with 34.6 million Twitter impressions, with a total of 15,761 tweets (110% increase from 2016).
- 21,367 unique website users.
- Facebook audience of 812,350 with a reach of 265,000 (43% increase from 2016).
- 54,722 video views in 28 days.
Campaign:
2017, NATION Creative.
Role:
Project Director and Print Production Manager.
Courtney Garfoot 