PR | SBM

AGL

Tim Hill — Thu, 12 Oct 2023 04:24:52 +0000

AGL

CLIENT

AGL is a leading integrated essential service provider, with a proud 184 year history of innovation and a passionate belief in progress – human and technological.

OVERVIEW

SBM constructed communications around an industry and community awareness campaign that would encourage safer behaviour when working with or around electricity in order to fulfil AGL obligations for an Enforceable Undertaking with SafeWork NSW.

Project Details

Communications

To engage electrical workers as well as the broader NSW public, SBM conducted focus groups that explored why people choose to behave unsafely around electricity. We identified that while younger employees feel they act safely, they are actually most at risk and have a sense of invincibility when it comes to electrical dangers. At home, DIYers have a sense of being immune to the risks of working with electricity, while parents are unaware of many of the risks they need to explain to their children, but are the most focused on acting safely.

On target messaging

Having identified these distinct audiences, our campaign focused on social and digital content to engage people outside of work when they would be more receptive to messaging that was humorous and relatable, but followed by a serious safety message.

We created new brand Shock Factor, and a content hub that housed blogs, infographics, stories and downloadable assets for business use.

For electrical workers, we shot and developed a range of video content, which used humour and relatable, everyday scenarios to show the dangers they might be ignoring. This tapped into a common rivalry between younger and older electricians with a flashback to the 80s, and we created a superhero character Invinc-o-Man, who found electricity to be his archnemesis.

For families and DIYers, we created a series of educational content that provided information on the biggest risks and tips to stay safe.

This was supported by a PR campaign, successfully placing relevant content with publications such as Inside Small Business and Practical Parenting, which spoke directly to our primary and secondary audiences.

An advertorial placed with Bunnings magazine was distributed to 290 Bunnings stores around Australia, reaching our core DIY audience at the right time.

Results

The digital and social content generated over 2.5 million impressions, with the videos watched more than 1.2 million times in total.

Most importantly, the content sparked genuine conversations about safety, with 500 comments and 600+ shares.

Many of the comments saw our audience tagging their friends, family members or colleagues, encouraging them to stay safe or recommending the content be used in workplace safety inductions. Some comments even referenced that the post had been part of a conversation over the weekend – showing the campaign’s real-world impact.

The content was also shared to a local Facebook page for electricians with more than 117,000 members and re-shared by numerous industry organisations and electrical pages.

SERVICES

Public relations

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CONTACT

hello@sbm.com.au
02 9775 1100

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Teletrac Navman

Tim Hill — Mon, 05 Jun 2023 05:09:53 +0000

Teletrac Navman

CLIENT

Teletrac Navman provides a cloud-based fleet management platform designed to help businesses capture fleet performance data including driver safety analytics, location tracking, job management and vehicle maintenance. The program is used by both small companies and national corporations.

OVERVIEW

Teletrac Navman Australia approached SBM to assist in developing a visual asset for their stand at the Brisbane Truck Show. The design had to be eye-catching yet informative and illustrate to passers-by the basics of Teletrac Navman’s Paperless Workforce philosophy and highlight their important work in encouraging diversity in transport. Alongside the stand design, SBM also collaborated on developing a Paperless Workforce eBook with accompanying videos and infographics, all using the same strong visual identity to tie the different media together. The stand received plenty of praise throughout the Truck Show, with many people discussing the Paperless Workforce concept, despite only just being introduced to it.

SERVICES

Experiential design
Public relations
Design
Digital
Animation

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CONTACT

hello@sbm.com.au
02 9775 1100

SBM acknowledges the Traditional Owners and Custodians of the Land and we pay our respects to their Elders past and present.

SBM © Copyright 2024
Cookie policy (AU)

Tip Top

Tim Hill — Tue, 16 May 2023 04:53:53 +0000

TIP TOP

CLIENT

Tip Top is part of the George Weston Foods Limited group of companies. Tip Top proudly produces a diverse range of wholesome sliced bread, muffins, and bakery snacks. In the past 50 years, it has developed some much-loved household brand names including Tip Top®, Sunblest®, The One® and 9Grain™.

OVERVIEW

SBM had worked with Tip Top for many years to build an engaged social media community and create monthly social media content for its target audience, from recipe inspiration and seasonal moments to interactive and engaging creatives. SBM developed unique social media creatives and a new website page to launch Tip Top’s sustainable bread tag, build excitement and awareness, and educate its followers about the importance of the initiative.

Project Details

Social media campaign

SBM developed a two-pronged approach. This included an initial launch post to build hype and awareness of the sustainable bread tag, followed by an educational post that would give the audience a greater understanding of what the initiative would achieve and how it aligned with Tip Top’s sustainability mission. To align with the offline store launch, we worked closely with Tip Top’s Innovation and PR teams to coordinate with the media announcement and store release of the initiative. The launch asset we created used a simple, eye-catching image of the bread tag, edited to include an image of Australia to denote the Australian First initiative. The second asset used a simple infographic to clearly demonstrate the sustainability initiative and benefits. Both creatives were designed to be attention grabbing in a busy newsfeed on Facebook and Instagram. The creatives were so clear, creative and eye-catching that they were used for the PR campaign as well.

Creative

The creative assets produced by SBM supported the PR and media outreach and were used as feature and supporting images across a range of news sites. The creative team also completed a rapid update of the Tip Top website, creating a new sustainability landing page with detail about the recyclable bread tags within one business day, to support the quick turnaround time of the launch. The result was a truly integrated campaign that achieved client objectives, surpassed expectations and engaged the target audience.

Results

With two posts SBM achieved:

Reached 849,000 people in the target audience
Generated a 2.33% engagement rate
Received 400 comments from followers
Updated website within 1 business day
Achieved 20,000 post engagements

SERVICES

Digital design
Web design
Social media

More Works

FOLLOW

CONTACT

hello@sbm.com.au
02 9775 1100

SBM acknowledges the Traditional Owners and Custodians of the Land and we pay our respects to their Elders past and present.