Case Study
Bank of Melbourne MelbEmoji
Campaign objectives
Bank of Melbourne (BOM) asked for our help to launch a unique set of Melbourne-themed emoji stickers, the MelbEmoji Sticker Pack, which consumers receive when they download the BOM app. Our broad objective was to simply raise awareness of the stickers through the Time Out audience network, ultimately generating app downloads and Sticker Pack usage.
Download the app here:
The idea
To generate awareness, trial and genuine advocacy, our idea was to promote the stickers through a bespoke Melbourne-themed personality test… asking Time Out Melbourne readers ‘which sticker are you’.
We would go deep, pitching such transcendental questions as: Are you an avocado at heart? Or does your soul take the form of a vintage tram?
This Time Out Quiz would be supported by feature content, display advertising and a omnichannel promotional suite, targeting our most engaged smartphone users.
Time Out says
This was a relatively small and simple omnichannel campaign for Time Out, but nevertheless it was a well-targeted drive that delivered a huge return on investment for our client. The MelbEmoji Sticker Pack campaign is also an example of well-cast brand alignment, pitching an appropriate product to an appropriate and engaged audience.
Our readers responded positively to the dry and quirky tone of voice and honest messaging (which was consciously product, rather than brand-driven), which resulted in the positive engagement metrics listed above.
The success of the product (fundamentally a promoted personality test) sets a high benchmark for future iterations of the Time Out Quiz.
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