Now that the Big Red Guy has been and gone, and the smell of fireworks is
just a fond memory, it’s time to catch our collective breaths and review the
past couple of months, which have been incredibly productive at Clemenger
Central it must be said.

So sit back and enjoy the fruits of our labour.

And in the meantime, all of us here at 210 Collins Street wish you all the
best for 2010.

A message from Frank (about innovative integration!)

“Here’s some inside information on what we believe is Tasmania’s most exciting and innovative advertising campaign ever. We got together with the team at Clemenger and came up with a fully-integrated campaign (that’s what Tony Hart called it, anyway!), the likes of which have never been seen in Tassie before. It all revolved around a huge live event called NOTHING BUT THE MILK. And here’s how we did it…”

Innovative knife a cut above the rest!

Big congratulations go to Anita Dineen, whose ‘Glide Gourmet Knife’ took out the main prize at the recent Tasmanian Design Award, as well as the People’s Choice award. Obviously a clear winner! The top ten designers were each presented with a certificate acknowledging their efforts, and their work is featured in the Tasmanian Design Award publication. This beautiful booklet will serve as a record of their achievement and assist them in marketing their design. We are proud to be a co-convenor of this award, which continues to encourage design excellence and stimulate commercial opportunities for emerging designers. Look out for more brilliant thinking in 2010!

Your paper. This time it’s personal.

There’s nothing quite like curling up with a newspaper. But life gets so busy sometimes that finding time to do that can be quite a challenge. To encourage people to find time to catch up on the news, we were given the job of producing a campaign reminding people just how good it is to get a moment alone with your Mercury. This TVC is the first in a series of three.

Igniting passion with print!

Following the success of the TSO’s innovative new corporate image at the recent PiCA craft awards comes the new concert guide for 2010. Based on the same photographic technique, this guide features group shots combined with striking energy-inspired graphics that communicate the power and passion of a live orchestral performance. The print work for the TSO continues to inspire new members and attract exceptional audience numbers.

What’s the best new brand in the country?

Well, according to the Australian Marketing Institute that would be Tonic Bar at Country Club Tasmania, which took out the award for best new brand at the recent 2009 AMI Awards for Marketing. So a big congratulations to Michael Bailey and the marketing team at Country Club. And a little congratulations to us here!

Translating nature into knowledge

The Institute for Marine and Antarctic Studies, IMAS, was officially launched last month, and we’re proud to say we were the ones to come up with the corporate image! Based around a geometric colour banding device, the concept derives from IMAS’s stated purpose, which is to unlock and organise the secrets of nature through a process of scientific investigation. The colours relate to the environment. And the circular form of the logo relates to the idea that the Institute’s work will have a global impact. Check it out at http://www.imas.utas.edu.au

IMAS logo

IMAS pull-up banner

IMAS poster

IMAS poster

What the heck is a Caxton?

Unless you’re a total ad junkie, you probably wouldn’t know that the Caxton Awards are the most highly regarded awards for newspaper advertising in Australasia. So it was quite an honour to be chosen as one of the 43 finalists for our ‘Death Notices’ ad for the Tasmanian Road Safety Taskforce, which appeared in the Mercury and Advocate newspapers in September 2008. Unfortunately we didn’t come home with the gong, but it’s nice to be able to say we’re the only Tasmanian agency ever to receive finalist status!

Introducing the nicest person in advertising

Simon and Lindsey, in their role as Caxton finalists, were asked to produce
a short video introducing one of the Caxton speakers to delegates. We
thought we would share the (slightly madcap) result with you…

What’s on the menu at Villa Italiana?

Bridget and Lindsey were assigned the task of refreshing Country Club Tasmania’s restaurant brands, and created this tasty table-top idea for Villa Italiana. Featuring a daily specials blackboard menu, this effective device adapts seamlessly from press to television. This is the first TVC to air and reveals the secret chef among us! Can you pick who it is? Bellissimo!

Ladies and gentlemen, we have a winner!

Last Friday night saw the judging of the inaugural ‘Think outside the rectangle’ competition held by the Mercury newspaper.

Designed to challenge the way we think about traditional newspaper advertising, ‘Think outside the rectangle’ received entries from the three teams in the Creative Department, each one pushing the Mercury’s new printing press to its limit.

With big prize money (and inter-agency bragging rights) on the line, our own all-girl-super-team of Bridget and Lindsey won the major award of the night with creative designed for DJ Motors Used Cars.

$10,000 goes into the DJ Motors media budget courtesy of the Mercury, while Team Sparkles gets the glory.

If you’d like to check out the latest zany addition to the Clemenger trophy cabinet, it is currently on display at reception. Ask Jo nicely and she might even let you have a go of the Transformers helmet that sits upon it.

Special thanks must go to DJ Motors for allowing Team Sparkles to try something new, and also to our strategy man, Joseph, who put on the overalls as talent for the entry.

Keeping it small

First up is a new campaign for the Mercury Classifieds. A fun-packed, 30-second television spot follows the further adventures of the ‘Home Delivery’ family. This is backed by an outstanding press and outdoor campaign that proves once and for all that ’small is better’.

A gem of an idea

How do you entice interest from people who have seen it all before? Give them a sapphire! This little gem was created as a promotional give-away at the recent ‘G’day LA’ event, to launch awareness of an inspirational new coastal sanctuary at Freycinet – Saffire. A fitting token in that sapphires have been discovered in the local area that inspired the property’s name. The printed gem has a metallic finish, and folds out to reveal the chance to win a real sapphire by registering interest on the Saffire website.

Unmasking a problem

This brilliant anti-gambling campaign for the Department of Health and Human Services literally rips the mask off problem gamblers. The emotionally charged press and television began running in June, and gives a poignant insight into the secret lives of many gamblers.

New business is good business

We won an important competitive pitch for the newly formed Institute for Marine and Antarctic Studies. A joint venture of the Tasmanian Government and the University of Tasmania, IMAS is an amalgamation of Australia’s leading marine and Antarctic research organisations. Our exciting corporate identity designs and marketing solutions went far beyond what the client was expecting! Stay tuned.

Pure inspiration

Our home page redevelopment for the Pure Tasmania website represents the new ‘experience-based’ led strategy designed to showcase the very best Tasmania has to offer. With innovative sliding selection and viewing menu bars, mapping and online booking, it’s a virtual immersion into Tasmania’s premier tourism experiences. Take the journey through landmarks, indulge in the finest food and wine, and sense the feeling of being refreshed, uplifted, excited and inspired.

www.puretasmania.com.au

Re-inventing design awards

Clemenger Tasmania is proud to be involved with the Tasmanian Design Award. The award is in its fourth year, with past winners gaining valuable marketing muscle through the assistance package offered as first prize. This year the categories have been extended to include a student award. For the first time, a ‘top 10′ booklet will be produced to further assist designers in promoting their products. The promotional campaign highlights past winners’ work, while challenging designers to use innovation as a fundamental approach to designing better product solutions.

Where’s the veg?

Jump online and discover information, availability and culinary uses for Tassie’s finest fresh vegetables. Targeted to the restaurant and consumer sectors, the Tassie Vegetables website brings product and purchaser together with an imbedded Google mapping facility that points directly to the retailer closest to your postcode.

www.tasteisinournature.com.au

All proceeds from the sale of “How’s the Serenity” and the “Sugar Shack” go to the Give me 5 for Kids appeal which supports the Children’s Ward at the RHH.

‘How’s the Serenity’ base board 45cm square, 24cm high (not including wrapping):

‘Sugar Shack’ base board 27cm square, 31cm high (not including wrapping):

Bidding starts at $30. Last bids taken on Monday 22 December so you can take delivery by Tuesday 23 December. 

E-mail your bid to Stephanie Teague.

We value and appreciate your support as will the beneficiaries at the Royal Hobart Hospital.

Everywhere you look these days there seems to be turmoil.

The Middle East. The Congo. Wall Street. Devonport.

And it’s no different in our creative and design departments, where ideas and concepts have been spontaneously replicating and bouncing off the walls like Star Trek’s infamous Tribbles.

The rest of the agency has been just as busy, of course – the upshot being that the past couple of months have seen some of our most exciting work hit the marketplace.

Impact is our current catchcry, and there’s no denying that the following case studies fit the bill as outstanding examples of persuasive, insightful communication.

But don’t take our biased word for it…

A climate for change

“We need to increase the number of Tasmanians taking action to mitigate the effects of climate change,” said the Tasmanian Government’s Office of Climate Change.

Naturally, we were more than keen to take up the challenge.

The resulting concept gave birth to our clever ‘carbon rating’ device. It rates the environmental impact of the things we do at the moment we do them.

Using a five-star rating like those found on household appliances, instead of rating an object, it rates our behaviour.

Here’s how it worked on TV…

This awareness campaign was also used to drive traffic to the Climate Change website, where detailed information on climate change can be accessed.

www.climatechange.tas.gov.au

We have ignition

The Tasmanian Symphony Orchestra is a wonderful, iconic asset for our state. However, concerned that it might not be reaching its full market potential, we were asked to help update the TSO image – to make it more relevant to a younger target audience. Starting with a brand-new logo, we developed an image makeover that is so hot, it practically sizzles…

Small ad, huge impact

Sometimes, big ideas come in very small packages. This innovative little press ad had an impact far beyond its size, creating a buzz around town that extended to newspaper articles and radio talkback. Which is good news, considering how important the message is. We can only hope that this extra exposure contributes to the ad’s ultimate objective – saving lives.

Unearthing a precious new jewel

Inspired by the blue flame burning within an east coast sapphire, and the fiery peaks of the Hazards, Saffire will soon rise from its surroundings as an inspirational coastal sanctuary. Earth, fire and water have driven the stunning brand design of the Federal Group’s exclusive new accommodation project, which is arguably its most ambitious. Here’s a sneak preview…

www.saffire-freycinet.com.au

Therapy in Tasmania’s forests

When a relationship becomes dysfunctional, surely it requires someone to extend an olive branch and begin a dialogue…

Somethin’ fishy on the net…

Ahhh, come on! You know you love ’em! Nick and Andrew, the boys from Hook, Line and Sinker, seem to be everywhere these days. And because we know you can’t get enough of them, we’ve helped spread them even further, across cyberspace, in fact. That’s right, we designed and implemented the show’s popular website, and we’ve just created some exciting new content to freshen it up – become a fan on their FaceBook page, or buy their latest DVD. Check it out.

www.hooklinesinker.tv

www.facebook.com

Putting a new spin on an old problem

It’s a serious problem, too – drink driving. In this campaign we specifically target those drinkers who mean to do the right thing, but may be unaware that they are even taking a risk. Because everyone is physiologically different, and there are so many variables involved (food, time, glass sizes, alcoholic content, etc), it is impossible to calculate your own blood alcohol reading. So guessing whether or not you’re over the limit suddenly becomes a dangerous game of Russian roulette.

On Saturday night (August 9), the 2008 PiCA Awards for Printing and Graphic Design were held. Judged to a high standard by the best in the business, these awards are always highly prized here at Clemenger.

To find out how we went, here’s a copy of an internal email distributed by our Design Director, Phillip “Sunny” Drury…

“Hi all.

I’m sure the exciting news from Saturday night has filtered through the building that we had our most successful PiCA awards for a long time!

We received 7 gold and 6 silver certificates. The icing on the cake was winning the big one – the Platinum PiCA for overall outstanding design entry with a stunning piece of 3D signage work from Nat.

Not to mention the best dressed award going to Lindsey for her impersonation of an Iced Vo Vo. And of course, special mention must also go to “Crusty” Dean Smith for his spectacular clown costume.

I believe photographic evidence is in existence…Joseph and Matt, there is no escape.

The awards were:

PLATINUM PICA – outstanding overall entry

Hydro Consulting Cambridge Park reception

GOLD AWARDS

Three dimensional design – Hydro Consulting Cambridge Park reception

Signage – Hydro Consulting Cambridge Park building

Website – Betta ‘Special Cream Unit’
>> View the website

Website – Netty’s World – Secret messages site & decoder glasses
Design not fitting in any other category – Netty’s World decoder glasses

Display Ad Newspaper (full colour) – Tassie Vegetables ‘tomatosity’

Display Ad Magazine (full colour) – Tassie Vegetables ‘mushroomier’

SILVER AWARDS

Posters – UTAS ‘Instant Science’

Posters – Forest Industries outdoor

Logos – Tasmanian Early Years Foundation

Booklets – Forestry Tasmania ‘Stewards of the Forest’ (Best of category)

Display Ad Newspaper (full colour) – Forest Industries

Three dimensional design – RACT Insurance – Tas Youth Portraiture Prize trophy

Congratulations to everyone involved in producing such stunning work, a fantastic result…worth celebrating.

Cheers
Sunny”

>> Click here for the official PiCA website

See the Clemenger crew below enjoying their Big Night Out:

The lead-up to the event saw many a brow sweat under pressure over which department rep could create the best ManCake. The trash talking between participants began as soon as the event started. Heckles of “flat pack”, “show pony” and “ all style no substance” were heard throughout the eagerly awaiting (not to mention starving) audience.

Sunny stepped up for the Studio with a Raspberry Liqueur cake constructed with a cappuccino and ginger base with marscapone, Grand Marnier and white chocolate icing. In typical studio style, Sunny also included the Cancer Council logo created with the bickies and chocolate that festooned its top.

Matt got dropped in it for Accounts, and despite rumours of not being able to cook – he produced the goods and broke the Guinness World Record for ‘world’s biggest cake’. Some of us will be tested for diabetes after the lashings of ‘hand crafted Belgian Chocolate Wonder Balls’ that adorned it. Its leftovers have been sent to Burma and China to feed the starving thousands.

Marcus took one for the Creative crew. Giving nod to the adage ‘less is more’, Marcus produced a sublime Lemon Tart. He claims to have risked life and death to fulfil a tip he got from Huey’s Cooking Adventures: “presentation is everything”. Marcus drove through the night, low on petrol to Salamanca in freezing conditions to secure the double cream he needed to complement the quince jus he served with his Tart.

The vote was cast. And despite rumours of Matt gaining the ‘I can’t cook sympathy vote’, and Marcus winning on ‘people’s choice’ for first cake completely consumed…

Sunny was crowned winner of the Big Boy Bake-Off for 2008 and awarded the coveted Golden Whisk. Sunny’s win makes it four years in a row for the Studio.

Overall the Clemenger kids put in a mighty fine ManCake eating effort – ended up collectively 50kg heavier, and raised over $200 for Australia’s Biggest Morning Tea.

But the real winner was baking in general – quite frankly, our boys are pretty damn talented.

Here comes the bride…

Mel Woolley recently became Mel Browning. After the ceremony Kim’s worst nightmare came true when he forgot to take his wide-angle lens for the wedding photos. We’re still not actually sure what Mel’s husband looks like but there is apparently a photo of him on page 463 of the Guinness Book of Records.

Congratulations, Mel!

Adrian tied the knot with Tess in a ceremony that was so quick you could have blinked and you’d have missed it – which was quite like the engagement, really. Congratulations, Adrian!

Arrivals Gate 1

Clemenger welcomes Matt Fishburn to its hallowed halls. Matt sauntered in with his George Clooney-esque salt and pepper hair (complete with styling product) and the girls went weak at the knees. Jo was very glad she’d picked her outfit wisely on his first day, and was later heard to ask “Can Joseph leave too so we can get another one?”

Meanwhile, Joseph was just glad he hadn’t called shotgun.

Departures Gate 4

We sadly farewelled our little Kristy Eakins last month. Since leaving the bright lights of Tas-vegas, Kristy has bagged herself a brand new job in accounts at McCann Erickson; and has “been partying a bit at the local” and making a right twit out of herself – so it’s just like normal really. In her last weeks, Kristy’s trail of destruction extended from Fishburn’s office – to the raspberry-blowing incident at T42 – all the way to Salamanca – where, apparently, Joseph and Alice are still a bit tipsy out the front of the Quarry.

Buns in ovens

Just in case you didn’t know, Jaya’s popping quite soon. Marcus has decided there will be a dual cab ute to celebrate. Creative is currently taking bets on gender, weight and its ability to carry loads of firewood.

Since there have not been any untimely departures from the Clems team, we’ll just tell you who’s on holidays.

World Watch

Stephanie Teague is currently off baby-sitting in WA. Miners’ wives have found out about Stephanie’s ‘Playing Granny Childcare Centre’ and have been dropping the kids off by the truckload while they go to the pub. Stephanie has made good use of the kiddies – having them break down AC Nielsen polls.

Sue Allingham is searching high and low for Europe’s best wine to add to her collection that she keeps somewhere in the building. Yes, Sue has a stash. I know I’ll be looking for it while she’s away. Who’s with me?

Simon Gross will be harassing cab drivers and eating hot dogs in New York quicker than you can say “pass the canoli”. He still hasn’t received the keys to the apartment he’s rented and paid for – so keep an eye on the papers, he may have just fallen for the biggest scam we’ve ever seen.

Lindsey Nicholls is back from turning herself into a giant souvlaki in Greece, having already filled herself with enough chocolate and stinky cheese in Switzerland. She’s missing Greece so much that she’s applied for a full-time position at Mykonos in Sandy Bay just to keep up the grease intake.

And in more important agency news…

World Health Organisation Warning

Experts have confirmed rumours of Tony White’s elephantitis, which was the cause of recent coffee machine and boys’ toilet lightswitch breakages. Closely related to bull-in-a-china-shop-itis, it is not contagious and we’re hopeful it will resolve itself soon.

The Emperor’s New Clothes

Yes, you might not believe it but Marcus has new clothes. (Still no undies though, apparently?) The army disposals store hasn’t seen this much business since… well… the last time he visited. Clothes aren’t the only new addition – he is also sporting a new wrinkle from a recent campaign. Just in case you doubt his stress, Marcus has taken to picking up the phone when he receives email alerts.

Important news from the AFA

The Advertising Federation of Australia has produced a detailed report outlining vital statistics about the respective heights of Australian strategy planners. Joseph has expressed his concern over the validity of the report.

A tale from head office

Don got a new printer.

Mix’n’ Match

Sue threw a BIG hissy fit about the new boy getting the big office. Matt has been relegated next door to Hall Monitor Joseph – creating Clemenger’s new power couple “Ma-Jo”. They’ll soon be giving the ‘old boys across the hall’ a run for their money!

Big girls don’t cry

Thommo was reading Women’s Weekly the other day (hilarious in itself) and found out Catriona Rowntree was married. He then proceeded to cry uncontrollably on the spot. True story.

Apologies for this blog being about as long as a John Grisham novel.

Next time I ask and you say you “don’t have any gossip”, I’ll know you’re all telling fibs.

So until next time little kiddies,
Your stirrer of gossip and trouble,
Redhead Matches.

And much to the envy of many an accountant, that’s exactly what happens here at Clems when we’re working hard – good clean fun.

Since our last blog entry, we’ve created some spectacular work for our clients. From vegies with attitude to a cinematic spin on newspaper delivery – we’re always on the lookout for insights that capture consumers’ hearts and minds.

Scroll down and join in the fun now!

The joy of hugs.

Group hugging and an iconic 80s rock anthem combine in this television and press campaign to emphasise the fun and excitement of a TasKeno win – no matter how big or small. The campaign has raised smiles across the state, and creative team, Adrian and Bridget, have been hugging each other ever since.

(Oh, and awesome work on the Bad English remake by Stewie and his team at Red Planet!)

May The Mercury be with you.

Free home delivery allows you to enjoy your newspaper in your own way. And that’s exactly what the stars of our new campaign for The Mercury are intent upon doing. You don’t have to be a Jedi Knight to realise that collecting the morning paper has truly become a family affair.

The lonely business of motorcycle safety (Part 2).

Our motorcycle campaign for the Road Safety Task Force continues to urge motorcycle riders to take responsibility for their own safety – this time, while driving on our country roads.

Creativity is in our nature.

It’s not often we get the opportunity to create work for a campaign as exciting as this. Tassie vegetables needed a fresh new image, especially on the big island, so we got to work and booked space in some of the country’s most respected “foodie” magazines. It’s all about taste – how Tasmania’s natural growing advantages allow us to produce vegies that taste the way vegies should taste. Produced entirely in this state by the Clemenger Tasmania team, we employed the prodigious talents of local photographer, Peter Whyte, to help us bring the essence of taste to life on the magazine page.

Passion in print.

This stunning example of high quality print for the UTAS International Summer Orchestra Institute is designed to attract accomplished student musicians throughout the world. The concept is based around a key image of Gustav Mahler, and features striking black and white photography by local photographers. Bravo, Karen!

Watch this face.

We are delighted to have been involved in the RACT Tasmanian Youth Portraiture Prize. It’s always exciting to see the future giants of the creative world putting it out there, and this year’s entries were of a very high standard indeed.

In addition to sponsoring this event, we’re also proud to have been able to help out on the design front. Nat, our very own rare talent, came up with this eye-catching catalogue and trophy.

But don’t just take our word for it – check them out for yourself. View catalogue.

Here’s lookin’ at you, kid.

It’s not often that you see an annual report that really grabs you. Which is why this one designed by Karen for the Tasmanian Early Years Foundation is so darn great. Because it’s so darn cute. Just look at that kid, will ya?

Fire. It’s so hot right now.

Fire has been around for a while. And where in the past our ancestors probably gathered around a blazing inferno and chatted about the day’s hunt, these days we tend to gather around a responsible drink, trying to remember the latest Roberta quote from Underbelly. Sunny and Neets’ design of the Southern Fire Whisky bottle and packaging is forged out of the excitement and mystery that has always surrounded fire.

The changing face of forestry.

Printed on 100% Tasmanian paper, the new corporate identification document by Neets and Dave for Forestry Tasmania addresses the changing image, and renewed focus, of this well established Tasmanian company.

Reeling them in.

Developing the Hook, Line & Sinker website has given Neets and Kim the opportunity to really dive down deep into the world of digital media. And surface with a bit of gold. Click on the link to check out the site.

Well, it may be late – but we guarantee it’s chock-full of great stuff.

Go on. Scroll down and check it out for yourself…

Hitting the right frequency

Radio is often the poor relation when it comes to media, but at Clemenger Tasmania we believe a good dose of effective, creative radio is not only good for the soul – it’s great for our clients’ bottom lines.

We’ve had a great couple of months for radio production. We reckon these spots for Betta Jive Flavoured Milk, WorkCover Tasmania, Betta Thickened Cream and the Road Safety Task Force are the pick of the crop…

The latest in protective eyewear

Thanks to these cutting-edge glasses, Australian kids are now safer than ever before. Online, that is.

Designed by Anita for NetAlert’s “Netty’s World”, a pair of these wicked specs lets kids read a secret message hidden somewhere on the site. They also look great down the shops!

It’s that pesky Mazda 3 again!

When you’re on a good thing…

RACT Roadside’s highly successful Mazda promotion is back for its third year. Once again, this fabulous prize is causing major distractions down at RACT headquarters. RACT’s highly skilled Roadside patrolmen know a great vehicle when they see one, and as in previous years, the sporty Mazda 3 proves to be a car-lover’s dream come true.

Meanwhile, in the land of strategic print…

High-quality print from Karen, Anita and Nat. This form of communication is incredibly effective, because people just can’t resist picking up something that looks good. Especially if it’s free. Plus they can access the content without waiting for it to boot or load, and can even carry it around with them. Revolutionary!

Computing school is cool – no, really!

Nerds no more…We’re out to demonstrate that UTAS graduates from the School of Computing and Information Systems are actually highly sought after, motivated movers and shakers who are making a difference in the real world.

Chocolate, this is whisky. Whisky, meet chocolate.

As far as great relationships go, we reckon this one’s in the bag. Well in the box actually, thanks to this marvellous package design from Sunny.The chocolates are made by Anvers for Hellyers Road Distillery, and we’d like to wish them all the best for a happy partnership and many wonderful years together.

The lonely business of motorcycle safety

This important campaign for the Road Safety Task Force uses television, radio and bus backs to urge motorcycle riders to take responsibility for their own safety. Under the campaign line, When you’re on your bike, you’re on your own, we developed the device of a blindfold as a metaphor for keeping aware and using all your senses.

Extreme makeovers

Actually, the only thing that’s extreme about these stunning new logos is how happy the clients are. Karen and Nat get gold stars for this work.

Nikki flies solo at Betta SCU

The irrepressible Nikki is back, this time heading up the Betta Special Cream Unit, an organisation dedicated to protecting our homes, cafes and restaurants from inferior cream.

Nikki and the Betta SCU team are the brave and selfless individuals at the cream-stopping frontline, making sure that patriotic Tasmanians are using only delicious Tasmanian Betta Thickened Cream.

As you will see from these television commercials, they will stop at nothing to catch a cream-inal in the act.

You can find out so much more about Betta Thickened Cream and the exploits of the Betta SCU team at www.creamstoppers.com.au

This fun website was developed and executed by Chris, Dave and Kim…with some witty input from Bridget.

Click on the link and enjoy!

Frank, Nikki and Killer – that ubiquitous feline sniffer – have teamed up again to protect Tasmania’s borders against the scourge of mainland milk hoarders.

To follow up the successful first series of television commercials and billboards, we have created a significantly more integrated approach to promoting the virtues of Betta’s flagship products – Betta Milk and Betta Light.

Brand-new television spots show Frank in a local supermarket, targeting the problem “at the source”. Meanwhile, Nikki is training a whole new generation of Betta Milk Protection Squad members (and their cats) to help “Fight the Betta Fight”.

The commercials are supported by heroic outdoor sites and large bus backs.

This time, we are also taking the “Fight” direct to the kitchen table, with a series of milk carton panels that urge the Tasmanian public to be “alert, but not alarmed”.

All aspects of this campaign have been designed to drive traffic to our newly developed Betta Milk Protection Squad megasite.

In keeping with the unprecedented popularity and fame experienced by Frank, Nikki and Killer, this amazing website has become central to the campaign, offering fans of the Squad the opportunity to delve more deeply into the lives of their heroes, and to experience what life “on the front line” is really like.

It also offers free downloads, a quirky competition, interactive opportunities and a glimpse of what goes on “behind the scenes” at the Betta Milk Protection Squad.

The Betta website was developed entirely at Clemenger Tasmania, with major creative input from Bridget, Simon, Adrian, Dave and Anita.

Take a “Betta” look yourself. This is what true integration is all about…

http://www.bettamilk.com.au/BettaFight.htm