Greater Western Sydney GIANTS | Make Your Mark
Back to workOne GIANT Mark for Canberra
Campaign strategy, Creative direction, Design and project management, digital marketing, social media, media buying and advertising, marketing collateral and print procurement
The GWS GIANTS engaged Coordinate to develop and project manage a campaign for the Canberra community to design the symbol they think should be on the GIANTS 2012 ACT home Guernsey. Coordinate worked closely with the General Manager of GWS GIANTS to develop the campaign strategy and ideation, and worked with the GWS GIANTS' media and digital media manager, membership manager, and communication manager to ensure the campaign message delivery was accurate and consistent across the board. Once this was established, Coordinate and GWS GIANTS developed a partnership with the Canberra Times to launch the campaign, and Coordinate developed a brand identity, marketing plan, competition website, marketing collateral, press and radio advertisements, and an email marketing campaign.
Make Your Mark
Once this was established, Coordinate and GWS GIANTS developed a partnership with the Canberra Times to launch the campaign, and Coordinate developed a brand identity, marketing plan, competition website, marketing collateral, press and radio advertisements, and an email marketing campaign.
Coordinate created a custom Facebook page using Facebook markup language, and supplied the GWS GIANTS with content to run through the Club's social media accounts. The website was designed to allow the public to upload their own design symbol, drawing illustration or photo, and also post a comment, which was moderated at the back end before going live. The website was heavily integrated with social media. Each design icon had it's own specified Facebook and Twitter social media sharing option. The Facebook 'like' button on each icon allowed users of the site to spread and share their favourite designs to all of their friends on Facebook. The integration of Twitter allowed users to 'tweet' about their favourite designs. They could customise the 'tweet' to say whatever they would like, this would then go out to all of the users followers on Twitter. The use of social media allowed the competition to grow and market itself to the public that conventional marketing and advertising could not alone achieve for this target audience.
Coordinate also purchased and managed the media buying, arranging a Canberra Weekly "moment" consisting of editorial and a half page ad, and breakfast, drive and live read commercials on FM 104.7 and Mix 106.3.