We designed a virtual hub to represent Westpac’s Women in Tech campaign at the 2023 International Women’s Day virtual conference.
Within the virtual hub we housed a video we wrote, filmed and produced to share the three main programs Westpac is running to support women in tech. Our Leap, Thrive, Rise video featured some of the many Westpac leaders and staff who champion women taking the leap into tech, helping them thrive in tech and sponsoring their rise to leadership roles in tech.
As always the video and it’s insights came after many one on one conversations with Westpac staff members to bring their true stories and experiences to life.
Engineering should be fun
It’s alphabetti spaghetti but in code!
For phase two of our engineering recruitment campaign for Westpac we decided to delve deeper in the world of software engineers.
What we discovered was the engineers love writing great code. For them it’s the fun part of what they do.
We wanted to make Westpac a desirable destination for engineers by showing that they understand this and are cutting red tape and simplifying systems so engineers can get on with the stuff they love.
And what could express this fun better than the childhood joy of aphabetti spaghetti. So, we added coding symbols to the alphabet and wrote out the first line of code every engineer learns – “Hello World”.
Then we found the perfect platform for our message – Stack Overflow.
This is a website where engineers can share lines of code and get help solving problems. Many engineers keep this website open on their desks as they work, in the same way a writer might keep a thesaurus on their desk.
It was a bespoke strategy with bespoke creative in bespoke media.
Our latest campaign for Westpac Talent Acquisition dives into the tough recruitment environment of in-demand software engineers.
Working closely with the Westpac TA team, WSC conducted internal in-depth interviews along with broader surveys to unearth the insights that underpin the campaign.
While Westpac worked hard to make life better for their engineers with new job benefits, we wanted to recognise the fundamental truth of their role - that engineers make life better for everyone.
We also sought to distinguish ourselves from the beanie and skateboard cliches of engineering recruitment, so we photographed our engineering staff and gave them exciting halo imagery, giving them the hero status they deserve.
Launched on LinkedIn, the campaign is already gaining traction and distinguishing Westpac as a creative alternative to companies competing for engineers.
Westpac Group runs one of the top four graduate programs in Australia and we were honoured to bring their theme of ‘Uncommon Minds’ to life.
By interviewing Grads, we discovered their unique stories and created a dynamic celebration of these individuals. The colourful, storytelling imagery stood out from bland, corporate grad campaigns.
Our Uncommon Minds campaign aroused the curiosity on potential graduates and resulted in a rich, diverse cohort of grads in the 2022 intake.
Key Results:
LinkedIn campaign
62% - Outperformed CTR industry benchmark
373% - Outperformed Engagement Rate industry benchmark
Examples of non-finance degrees recruited.
Applied
Chemistry
Biological & Biomedical Sciences
Cognitive Science
Civil & Environmental Engineering
Computer Science
Cyber Security
Data Science
Digital Design
Elementary Education
Mechatronics Engineering
Law
Music
Psychology
Software Engineering
Ranking:
No 4 Top 100 graduate Employers 2022
Australian Financial Review.
We work closely with the Westpac Group Employer Brand Team to create award-winning content for their internal and external recruitment activities.
Category-specific campaigns across Risk, Lending, Ops, Tech, Grads and Employee Action Groups include videos, sharing posts, web and social updates.
We deploy all of our favourite skills - concept development, creative direction, copywriting, photography, video scripting, direction, production, and brand asset creation in the pursuit of the best talent for Westpac Group.
‘Join our mob’ was conceived as a deceptively simple, but powerful voice in Indigenous recruitment - an inclusive, welcoming environment for candidates who identified or were thinking of identifying in their career.
‘Join our mob’ was a welcoming shorthand to join an Indigenous-focused cohort at Australia’s oldest bank. It didn’t talk down to candidates, but welcomed them in a fresh, authentic way, in their own colloquial community language.
As an encouragement to candidates, our videos and sharing posts featured Indigenous employees, a diverse group from a variety of banking sectors, who identified themselves through their Mobs.
Westpac employees from Bunjalung, Darkinjung, Buluwai, Wiradjuri, Ngemba, Kamilaroi and Dunghutti Mobs were engaged to share their experience over seven videos and over 15 social media stories.
Anatara are developing a breakthrough treatment for sufferers of IBS and IBD and needed and explainer video for investors and eventually customers.
We suggested using an environmental disaster analogy, to recognise the gravity of our sufferer’s condition.
This allowed us to highlight the seriousness of the shared symptoms of IBS and IBD.
It was also the perfect way to show Anatara’s new multi action formulation as first responders in an environmental disaster - each with a specific role to calm, repair, heal, and restore gut health.
Our brief was to explain that the revolutionary MiniMed 670G System with SmartGuard Auto Mode was a completely new insulin delivery system.
The truth of the varying rhythms of the body’s glucose levels, and how the MiniMed 670G manages them, inspired our concept of ‘Insulin delivery now has a new beat’.
So we created a simple visual demonstration of complex technology.
After a number of years neglect, the ChemCERT brand was looking tired. The brief was to reframe ChemCERT, a well known name in chemical training, into a digitally focused chemical training business.
A new logo, new positioning and a manifesto were created to define the brand. We focused on growth, not only referencing the agricultural sector but the growth of knowledge as a nation.
A custom photo library was created by shooting throughout regional NSW. From there the website was completely redesigned and developed to contemporary accessibility standards.
Why are people signing up for a one-way trip to Mars? If you suffer from severe hayfever, you'll know that there's nowhere on earth that you can go for relief. Fundamentally you're allergic to the planet. So your only choices are to leave, or to use Nasonex Allergy and Enjoy Earth.
Conceived and produced by Denis Mamo for UrsaClemenger, the Enjoy Earth campaign:
Achieved 129% over delivery on budget.
Gained 52% value share in the OTC INS segment keeping generics to just 8%
Measured a 106% increase in prompted awareness.
Awarded a Bronze Spike in its first competition.
Awarded Best Marketing Campaign >$1m ASMI Awards 2016
You hold the cards to cutting your cancer risk
Most people are aware that smoking and sun exposure can increase their risk of cancer. But now we have more information to share. We needed to clearly and simply explain that dietary choices such as too much wine and red meat and not enough fruit and vegetables and lifestyle factors such as obesity and not enough exercise could also impact their risk.
Insight
Many people believe that cancer is either completely random or based on a genetic lottery ie; you have to live with the cards you’re dealt.
Promise
1 in 3 Cancers are preventable.
Idea
You hold the cards to cutting your cancer risk. Minimising your risk of cancer can be as simple as discarding bad habits and picking up a few healthier habits.
Creative Execution
To make our message palatable we needed to be as clear and non-judgemental as possible.
Using the concept of a card game we took the old saying “Stuck with the cards you’re dealt” and turned it around to “You hold the cards”.
In our TVC we were able to show that cancer is not a fixed hand by having our dealer reduce their risk by discarding cards that represented bad eating or lifestyle habits and picking up cards that represented good habits.
Results
Testing one month after launch showed the campaign had a high recall amongst the target market of 23% - well above the benchmark 16%.
The campaign was considered memorable and persuasive.
The campaign was shown to increase the acceptance of ideas around what has potential to contribute to cancer risk, and on average scored 7 out of 10 for encouraging them to adopt healthier behaviours.
White Space Concepts delivered the strategy, concept, creative development, art direction, copywriting and supervision of marketing materials for design agency Designer Rice.
Spinal Cure Australia came to WSC for a complete rebrand and rebuild of their website.
Capturing the essence of ‘the cure is within our reach’ the new brand identity celebrates the real possibility, with the research supported by SCA, that a cure for spinal injuries will be found.
Since 2014, from it’s humble base in Port Macquarie, Hello Koalas Sculpture Trail has brought joy to thousands of people from around the world.
In September 2019, 22 of the 72 Hello Koalas Sculptures journeyed to Sydney for the first time for an exclusive appearance at the Royal Botanic Garden Sydney.
For such a historic occasion, 2 new Hello Koalas Sculptures were commissioned.
Charlie the Botanical Horticulturist and Wollemia the Vital Scientist – showcasing the world-leading scientific and horticultural work at the Garden.
The sculptures were placed on a mini-trail in the RBGS was included in the RBGS App.
The exhibition was promoted onsite, online, in social and traditional media.
And when the gates were opened the exhibition attracted records crowds.
New Facebook event record of 27,000 interested in attending .
14% Increase YOY in visitation for October
6% increase overall YOY in November. (despite extreme weather conditions, poor air quality and threat of bushfires.)
127% Increase in app download.
Over 2000 Hello Koala memorabilia items sold.
Due to success 3 Hello Koalas Sculptures remained at the RBGS for another 4 months.
Most importantly, it was the smiles on the faces of the thousands of visitors that proved the success of the Hello Koalas visit to the Royal Botanic Garden Sydney.
Conceived and produced by Denis Mamo for UrsaClemenger, the “Listen Out for Lung Cancer” campaign was created to increase community awareness of the 3 key symptoms of lung cancer, encourage people to see their GP if they experience these symptoms and contribute to better cancer outcomes.
It had to communicate the symptoms of lung cancer and that survival rates could be improved if early action was taken. The campaign was delivered through TV, newspapers, magazines, radio and through a direct marketing campaign targeting NSW GPs.
Materials were developed to target mainstream, Indigenous, and culturally and linguistically diverse audiences to ensure the broadest possible reach.
LOFLC delivered a 60.5% prompted recall and significant increase in unprompted awareness of key lung cancer symptoms.
White Space Concepts collaborated with P&L Corporate PR and Fourth Wall Events to launch TFS's new name, Quintis Sandalwood Album.
In the lead-up to the event we amplified the brand, designed by Fitch, via PR, social media and EDMS. Key influencers were invited through personal connections and included national media, investors and sporting personalities.
The event was designed to maximise the association of Quintis with our two high profile ambassadors, Adam Gilchrist and Daniel Ricciardo.
Hello Koalas is a bold, ambitious and imaginative sculpture project, which celebrates one of Australia’s iconic animals – the Koala.
Our first job was a brand refresh for Hello Koalas, including a new website and mobile presence. We created a bold, colourful, happy brand look that reflected the joy and lightness that the Hello Koala Sculptures bring to their fans.
The world’s first festival to celebrate Australia’s iconic koala was staged in June 2017, building on the success of the Hello Koalas Sculpture Trail.
White Space Concepts was engaged as marketing and advertising agency for the festival and was tasked with directing and executing the marketing plan, as well as ensuring the maximisation of a grant from Destination NSW and National Parks and Wildlife which came on as major sponsors.
WSC was also charged with collaborating with existing sponsors, attracting new sponsors and promoting 5+ events over the 4 days.
Keynote event was the Caring for our Koalas and Environment Conference where we had to recruit exceptional speakers, promote and manage the event.
Our aim was to establish the Hello Koalas Festival on the mid-north coast tourism calendar, generating awareness for koala conservation and creating an economic benefit for the region. We collaborated closely with Port Macquarie Hastings Council and the Greater Port Macquarie Tourism Association and sponsors throughout the event.
WSC created all marketing materials including website, banners, flyers and social media posts.
Data is raining down on Australia, and leading technology firms are creating market ready apps for when the new Consumer Data Right comes into law.
The big city institutions are throwing loads of resources at cranking out new consumer focused app's that empower personal data. But what about the little guys?
ID Exchange wanted to bring the power of personal data and private sharing to communities in regional Australia - that don't always have the technical resources of the big end of town.
Thus ID Exchange in association with digi.me and Alibaba Cloud created the digi.spark Hackathon as part of the 2018 Spark Festival.
Our role was to create a buzz around the Hackathon that would impress ID Exchange’s clients and sponsors and most importantly entice Australia’s brightest developers and innovators to register for the hackathon.
White Space Concepts took the regional development brief and created the ‘data is raining down on NSW’ idea.
We created the marketing materials, including copywriting, design, Eventbrite registration page, social ads, pull up banners, flyers, ads and posters.
We even assisted with event management, organising the UTS venue, catering, registrations prizes and tech.
As a result, we attracted 20 developers, 30 clients and sponsors, and international guest judges to participate in our hackathon.
Over the course of weekend the exhausted developers in the digi.spark hackathon delivered regional NSW outstanding three ideas using the innovative tech of the digi.me platform, SISS data API and Alibaba cloud platform.
The Wayside Chapel was in a similar predicament to the thousands of people it had helped. It was broke, in need of a new place to live and a way to start over.
An eight year creative project led by Denis Mamo through UrsaClemenger, the ‘Love Over Hate’ brand identity for The Wayside clearly defined its mission and helped to rebuild its social relevance in the eyes of Sydneysiders, corporate sponsors and the NSW government.
Capitalising on The Wayside’s newfound acceptance, we helped it develop a large, regular donor base through effective use of its website, print media, and a TV ad featuring a donated Kings Of Leon hit.
The Wayside Chapel is now very far from being broke or homeless, having celebrated the completion of an $8 million renovation of its premises in 2013.
Conceived and produced for UrsaClemenger by Denis Mamo, the free, National Bowel Cancer Screening Program kit has so far been delivered to and completed by more than 2 million Australian men and women. For many thousands of those it has detected bowel cancer early and helped them avoid the devastating consequences of the disease full-blown.
This campaign for the Federal government is now in its third year.
WSC’s founder Denis Mamo, led the first agency to win the Gruen Transfer pitch twice.
Once by selling global warming, then we sold the town of Asbestos in Canada as a tourist destination.
Denis has always loved taking on the impossible.
As Creative Director on the Coca Cola South Pacific adverting account Denis Mamo had the honour of designing the State of Origin logo for Coca-Cola's SOO sponsorship.
The brief: make the famous Wally Lewis and Brett Kenny arm-wrestle trophy iconic and flexible.
Almost 20 years later, the logo is still in play. Denis still gets a kick out of watching the players trample all over his best work…
AFL and Cricket also got the Coke treatment.
Conceived for Metropolis Inc by Rachel Harrington, the brief was to name the development and create a campaign fitting for those who aspire to live in the “Saints” home town.
The name had to reference the location without being overt, while the campaign had to have an edge that would appeal to our hipster target market.
Above all, to create a feeling of exclusivity, it needed to feel like a message that only those in the know would understand.
Thanks to this highly successful campaign every apartment was sold off the plan within weeks of the launch.
