Strategic Planning and
Management, (Digital/Direct, Creative and Multi-Channel Brand Experiences).
Visa Platinum: 'Platinum People' (New Zealand)
This project while at AIM Proximity in Auckland was a real challenge from the get go. How do we make a payment/card services provider, with premium customers credibly buy into a Social Media framework? The question being ‘Why would they?’ The answer was to ‘let go’ a bit. So we invited well-known leaders in their field to ‘curate’ unique experiences, letting the brand stand back a bit and the ‘Platinum Ambassadors’ deliver on the premium benefits for cardholders. The result being we doubled our annual target in the first 6 months.
Toyota: Global Safety Campaign ‘Anzen’ (Japan)
5 years after leaving Japan for NYC, I found myself back again on the 11th floor of the HQ in Suidobashi, Tokyo. Working again with the Global Marketing Team, but this time with a different agency and an equally challenging project. Leveraging the Isobar Network’s best global talent, we launched a 3D driven website about Toyota’s current and future vehicle safety systems, amplified by a global SEM campaign. It even had a virtual Time Machine (Shame I couldn’t keep it!).
adidas: 1-Shoe Interactive Store Installation (Australia)
This one was an open challenge for an opportunity to ‘do something amazing’. With a limited budget, the flagship store in Sydney’s landmark QVB building, was quite literally ‘gutted’ and in 2 days transformed to be a ‘store of the future’ All centred around the launch of the World’s First ‘Intelligent Shoe’. The issue was we had to keep trading all though this as ‘normal’. They didn't say we had to make it easy, but it truly was all in the planning. And there was a lot of that..
Needless to say we collected some nice metal on this one and it has still stood the test of time from a Brand and Consumer experience perspective. I went on to do more strategy and think tank sessions in APAC with adidas.