The brief

Santos aimed to boost brand awareness by educating "Middle Australia" on the brand's role in daily life, commitment to cleaner energy and involvement in Rugby. Leveraging their partnership with Australian Rugby, the strategy involved engaging fans to demonstrate Santos' genuine support at all levels. The focus included developing dedicated messaging for in-stadium advertising and adaptable executions across digital channels associated with both Santos and Australian Rugby.

The solution

Collaborating strategically with Santos and Australian Rugby commercial teams, I led the development of a comprehensive brand campaign. This included an integrated multi-channel approach focused on driving traffic to the Santos website. The campaign featured:

• Creative direction and 'Bringing Energy' tagline informed by consumer insights

• Dedicated 'Bringing Energy' page on the Santos website

• A 30-second video for in-stadium and digital distribution

• A4 match day program adverts with messaging and QR link to website

• Promotional assets for Santos and Australian Rugby channels

• Campaign themed content series with Australian Rugby players hosted by Santos ambassador Tim Horan for digital and online distribution

• Online competition for an all-expenses-paid match day experience

My role spanned campaign positioning, strategy, scripting, video production, content series development, film direction, competition oversight, and visual direction.

The outcomes

As a result of the 6 week campaign, ‘Bringing Energy’ was able to achieve the following:

• 4,000+ page views in the first week of campaign, with 10,000+ views total

• 3,500+ referrals to website via owned social media promotion and posting

• 4 min average time on page (the most out of all Santos pages during the campaign)

• 2,100+ content series video views on Santos YouTube channel

• 215,000+ fan views in-stadium on Big Screen campaign video and LED messaging content

Role: Creative Director