Going big with Australia’s love of Big Things
The Project
When it comes to Aussie landmarks, it turns out big really is better. To celebrate the country’s undying love for Big Things, Australia Post took inspiration from the giant monuments dotted around the country for their latest coin and stamp collection.
THE CHALLENGE
To launch and sell their Aussie Big Things range, Australia Post wanted to tap into the love we collectively have for the big banana or lobster and remind the country just how unique these cultural icons are.
THE SOLUTION
We devised a PR strategy to tell the true stories of some of Australia’s Big Things and shine a spotlight on the people behind the local legends that complement every road trip. Keep Left engaged historian and heritage consultant Dr Amy Clarke to delve into the world of this ‘big’ phenomenon and share her insights on why we Aussies love them so much.
The Results
Australia Post recorded a spike in online traffic on campaign launch day – 21,000 pieces of Big Things merch sold out online with 24 hours, and the stamps within a week. The media relations effort was a runaway success with national coverage across:
- TV (139)
- Print (41)
- Online (364)
- Radio (241)
This campaign achieved an Impact Score of 84 out of 100, indicating the strategy delivered all major key messages for Australia Post and generally, nailed the brief – a big win in every way.
“This creative and thoroughly planned PR campaign was a huge success and helped the iconic Australia Post Aussie Big Things partnership exceed every target. The seamless collaboration and teamwork between Keep Left and Australia Post’s communications team left no stone unturned, maximising opportunities to exceed our wildest media expectations.” – Anna Garcia, Australia Post, Senior PR Manager