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Building an online community

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The Challenge:
To turn Australia into a worldwide brand that is recognised as a serious business tourism alternative, when it has been traditionally seen as a holiday destination.
The Solution:
After researching the major business tourism buyers globally, we developed a corporate identity that branded Australia as a business events destination – looking corporate, however maintaining the overall feel that dramatises Australia’s unique national character – outdoor, professional but with a touch of irreverence.
The Result:
Leveraging the huge Australia-wide following Sally was able to generate, we built an online community from 5K to over 50K in 6 weeks, which formed the base for the successful launch of an online Acer store. We sere able to re-enforce the core brand values of speed, power and performance to the Australian market. The campaign won 2012 Australian Mobile Award for best use of Mobile in Marketing.
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