CREDENTIALS 2013

LORNA JANE
MOVE NOURISH BELIEVE
THE IDEA
THE BRIEF
While 12 million Australians want to live more active
lives, research suggested 53% do no form of exercise
whatsoever. Activewear company Lorna Jane wanted
to inspire women to become more active.
Under the Lorna Jane banner of MOVE NOURISH
BELIEVE, Pusher created a campaign to create an
Active Nation Day, to be held on September 30.
To rally women to the cause we created a video for
YouTube and Facebook that motivated users to join
the movement and download a free smartphone
tness app. Fed by real-time GPS, the app allowed
users to track how active they were each day and
share it to Facebook and a campaign microsite.
The microsite collected all users activity and visually
displayed how active the entire Nation was each day.
2012 WORK
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80,000+ APP
DOWNLOADS
#1 HEALTH
& FITNESS
IN APP STORE
130,000+ UNIQUE
SITE VISITS
520,000 KMS HAVE
BEEN TRACKED
30 MILLION
CALORIES BURNED
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BRISBANE HEAT
THE BIG BASH
THE IDEA
THE BRIEF
Brisbane Heat is one of eight teams in the Big Bash
League; the Twenty20 Cricket format designed to
appeal to a younger audience at a local level. The
challenge was to create awareness of the new team,
the new format and league.
Pusher engaged street artists to create a three-story
high mural that wrapped around a warehouse next
to the team home ground. This formed the basis
of an animated TV commercial. YouTube videos of
The Heat performing unbelievable feats were then
created and seeded to mainstream news including
The Age, Courier Mail and ESPN. These were
accompanied by a huge social media push.
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# 1 ENGAGED TEAM
# 1 SPONSORSHIP
EXPOSURE IN BBL
52,500+ FB FANS
29,281
RECORD ATTENDANCE
AT FIRST HOME GAME
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AMF
MOMENTS
THE IDEA
THE BRIEF
AMF Bowling required a campaign that would
resonate with families, young adults, teens and kids,
and that would drive customers to consider bowling as
an addition to school holiday or weekend activities.
AMFs ten-pin bowling centres were primarily
positioned around shopping malls with movie
cinemas. Facebook community polls also suggested
that bowling was something most people associated
with the movies. We took this knowledge and
combined it with the consumer insight that bowling
lets you be your silly-self. The Moments campaign
celebrated the magic movie-like moments that
everyone has while bowling.
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INTEGRATED TV,
OUTDOOR, DIGITAL
RECORD NUMBER OF
LANES RESERVED
FAVOURITE MOMENTS:
PISTOL FINGERS &
DOWN-LOW TOO-SLOW
80,000 UNIQUE USERS
REACHING 158 COUNTRIES
15 MILLION SHARED
SOCIAL INSPIRATIONS
LORNA JANE
YEAR OF YOU
THE IDEA
THE BRIEF
Lorna Jane is a retail success story for social media
with BRW heralding the community as one of the
largest and most engaged in the country. The brief
was to provide their community with an inspiring
application for the new year.
Pusher created a personalised video journey where
users Facebook data, posts, pictures and comments
create the backdrop for a motivational run through
the city. This was followed by the You Look Hot
tagging app, and interactive truck billboards that
toured East Coast tness festivals.
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NATURES OWN
PROGRESSIVE DEVELOPMENT
THE IDEA
THE BRIEF
Natures Own are one of the largest vitamin brands
in Australia. They required a channel ecosystem with
social at its core. The new channels were to position
Natures Own as experts, be easy to navigate and lead
consumers from digital to shelf.
To reposition the brand we used Facebook,
YouTube, professional Naturopath networks and
integrated TV and PR. We also repurposed medical
health library content into easy-to-read articles to
support onsite information on the brands range of
180 different products.
RESPONSIVE DESIGN
ONSITE EDUCATION
ON 180 PRODUCTS
INTERACTIVE
I FEEL, I HAVE TOOL
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GOODLIFE
FITS WITH YOU
THE IDEA
THE BRIEF
In 2012 Goodlife Health Clubs felt the need for a
new brand to reect the in-club experience and
differentiate them from the sudden crop of 24-hour
gyms. Pusher was tasked with translating the new
Fits With You brand into an online environment.
As well as making buying memberships easier,
Pusher recommended making the site more useful
for existing members: providing a online destination
that could be personalised to their tness needs.
Members are able to save their favourite clubs and
timetables and access them with a single click. The
class locator allows timetables to be searched across
all clubs, classes and days to build a tness plan and
save it to their calendar. The mobile application also
allows users to log their exercises and achieve goals.
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DECREASED BOUNCE RATE 25%
INCREASED VISIT DURATION 35%
OVERALL PAGE VIEWS DOUBLED
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PANADOL
MAN FLU
THE IDEA
THE BRIEF
Panadol is Australias leading pain reliever and one
of the most trusted brands in the world. In the lead
up to winter we were briefed on the development of
a campaign for Panadol Cold and Flu. The campaign
needed to specically target the mums and wives of
Australia who care for their families when the man-
of-the-house gets sick.
The new integrated campaign was called WAMF!,
short for Women Against Man Flu. Launching
with a rally-like infographic video on YouTube and
Facebook, the campaign created debate around
Man-Flu and questioned if indeed Man Flu
existed.
The Stand In Man competitions followed, which
gave women the chance to win a hunky handyman
to help with heavy lifting jobs in their house
or ofce. Facebook ads and sponsored stories
supported the idea.
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DEBATE IGNITED SOCIAL MEDIA
ANGRY MEN WROTE LETTERS
WOMEN LAUGHED
10,000 PEOPLE ENTERED COMP
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AWARDS AND
RECENT RECOGNITION
PUSHER.COM.AU/CREDS2013
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Finalist
Finalist
Finalist
Finalist
Finalist
Highly recommended
Finalist
B&T AWARDS - QUEENSLAND AGENCY OF THE YEAR
IAB - BEST USE OF SOCIAL MEDIA
AIMIA - BEST TOURISM & TRAVEL
IAB - BEST DIRECT RESPONSE AND LEAD GENERATION
EFFECTIVENESS - BEST UNDER 500K BUDGET
AIMIA - BEST USE OF VIDEO
AIMIA - BEST USE OF SOCIAL MEDIA, WORD-OF-MOUTH OR VIRAL
AIMIA - BEST EFFECTIVENESS
HOTSHOT - DIGITAL & INTERACTIVE
IAB - BEST USE OF SOCIAL MEDIA
2012
2011
2009
2010
AWARDS AND RECENT RECOGNITION
PUSHER CLIENTS
PUSHER CLIENTS
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AGENCY CULTURE
COMPANY CULTURE
Pushers two founders, Kim Hopwood and Mike Crebar, share
HR responsibilities with three other agency directors. This has
helped ensure culture parity as the agency has grown.
Holding onto great staff is imperative. Pusher achieves this
through a range of initiatives including Pancake Wednesdays
(where we enjoy a gourmet breakfast while soaking up a digital-
inspired Keynote), Colour Days (where all staff accessorise their
fashion in the same colour), and Mixed Team Days (including
activities like cooking lessons and Aussie BBQs).
We thank our roster of social community managers with boozy
luncheons once a month and hold Klout Offs that reward staff
with shopping vouchers for increasing their online inuence.
WE LOVE OUR PEOPLE
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PUSHER.COM.AU/DIGITAL AGENCY CULTURE
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Our vision is to help brands truly connect with their
customers through social media, creative campaigns, and
engaging digital platforms.
We love technology but we also understand that in front
of every PC, mobile or device are real people. So to truly
connect, Pusher places people front-and-centre and follows
social design principles based on human behaviour and
consumer psychology in our digital age.
STRATEGIC
VISION
MAKE IT FIRST
MAKE IT FUN
MAKE IT COUNT
Be innovative in your work and thinking.
OUR VALUES ARE SIMPLE
Enjoy what you do and working with each other.
Do work you are proud of and that will get great results.
MTV Chrismas event
Xmas card for 2011
Xmas card for 2012
PUSHER XMAS VIRAL
1,863,000 UNIQUE VIEWS
AGENCY CULTURE
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We differentiate ourselves by providing an environment where staff
work on innovative internal projects to create work thats ahead of
the curve.
These projects include the Pusher Xmas Cards. The 2011 card went
viral and in 2012 we created the Xmas Meme generator.
We have also created the PusherBOT: a wirelessly controlled
agency rover that could be driven around the ofce with a webcam.
And the new TwitterSIGN - send us a tweet and we will broadcast it.
HOW WE ARE
DIFFERENT
Personalised cards
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PUSHER.COM.AU/DIGITAL
PUSHER
Sydney
.
Brisbane
info@pusher.com.au
.
pusher.com.au
.
pusher.com.au/digital
PusherBOT