A few of my more recent case studies.

1. A FEW RECENT CASE STUDIES

2. CHARLES STURT UNIVERSITY
The Background
THE CLIENT REQUIRED A
CAMPAIGN TO PROMOTE
THEIR DISTANCE EDUCATION
(ONLINE) OFFERING AROUND
THE PERIOD OF ENROLMENT.
HOWEVER, THE ANNUAL
NEWSPAPER AND PUBLIC
TRANSPORT CAMPAIGN
FAVOURED BY THE ENTIRE
CATEGORY FAILED TO
ADDRESS THE REAL
PROBLEM.
The Insights
There is a large group of people who
are constantly on the verge of signing
up for an online course or degree, but
who never quite get around to it.
The barriers, rather than being brand
related, were small and varied and
included procrastination, fear of
technology, lack of confidence and
misperceptions around timings,
flexibility and level of support.
A more pragmatic solution was needed
that tackled these head on and nudged
people into action.
The Solution
The world’s (at least Australia’s) first
Virtual Open Day.
Just like in the off-line world, future
students will interact with teachers
and fellow students, attend
information sessions and talk to
career advisors. They’ll be able to
test-drive the product and offered
technical support. Finally, they’ll get
help to find the courses and
schedules that best suit their
individual needs before being guided
through the application process.
At the end of the day there’ll be no
more excuses not to finally get
started on your degree.

3. INGOGO
The Background
INGOGO WAS GETTING
READY FOR THE PUBLIC
LAUNCH OF THEIR TAXI-
BOOKING APP, AND NEEDED
A STRATEGY THAT
DIFFERENTIATED THEM IN
AN INCREASINGLY
COMPETITIVE
ENVIRONMENT DOMINATED
BY AN OMNIPRESENT UBER.
The Insights
With drivers being squeezed by
Cabcharge, Government regulations
and Uber, service was deteriorating as
frustration grew amongst passengers.
No-shows were ripe at both ends, as a
competition ensued between the two
parties to outsmart each other.
Rather than just offering a booking
service, the opportunity was to stop
this downward spiral and help create a
better taxi experience for everyone.
The Solution
Encourage collaboration between
drivers and passengers through
product innovation. We called it:
The Collaborative Ecosystem.
Based on feedback from ratings,
rankings and reviews, both drivers
and passengers would be rewarded
for desired behaviours with
preferential treatment and special
offers - thereby creating a
progressively better overall taxi
experience for everyone.

4. BOON CHOCOLATE
The Background
BOON CHOCOLATE CAFE IS A
PREMIUM FAMILY OPERATION
IN DARLINGHURST.
AFTER TWO YEARS OF
DEVELOPMENT, THEY WERE
READY TO LAUNCH A RANGE
OF SOY BASED CHOCOLATE
DRINKS FOR WIDER
DISTRIBUTION.
IN A MARKET CATERING
PREDOMINANTLY TO BLUE-
COLLAR MALES AND KIDS,
WOMEN PROVIDED AN
OBVIOUS OPPORTUNITY.
The Insights
Women use chocolate almost like a
medicine to feel better, both mentally
and physically.
There’s a very human contradiction
between women’s ongoing search for
mental and physical perfection and the
awareness that it doesn’t really exist.
This desire for wellbeing fuels not just
the chocolate industry, but the weekly
appearance of a new diet, nutritional
fad or alternative medicine or treatment.
Undeterred by failure and against their
better judgement, women keep on
trying new things.
Fortunately they can laugh at it.
The Solution
Resolve the dissonance in women’s
minds by becoming:
Your wing-woman on the journey to
mental and physical Nirvana.
She’ll take on the unethical elements
of the alternative well-being industry
and tell them where to go.
She won’t treat you as a victim, but as
intelligent and with a sense of humour.
She’ll tell you what you need to hear,
not just what you want to hear.
She’ll laugh with you, at yourself.
She’s got your back, and is always
there to reward, comfort and support.