Our big ideas

TAXIBOX hadn’t promoted their brand for a long time. Their trademark yellow & black storage units were well known around Aus, but punters didn’t really know what they were all about.

Price-conscious shoppers need confidence in their choice of everyday items, so we had to show that Biozet Attack’s scientific innovation always get the best results. We used our brains to develop the masterbrand campaign line ‘For a cleverer clean’, making it a no-brainer for shoppers to choose. The detailed crafting of a brain made from laundry was brought to life across static and animated outputs for BVOD, social, influencer and OOH nationwide.

The campaign boosted brand awareness and established a clear creative direction for ongoing BAU activity.

Biozet Attack needed to show that in the cost of living crunchthey are the smarter laundry choice.

Price-conscious shoppers need confidence in their choice of everyday items, so we had to show that Biozet Attack’s scientific innovation always get the best results.
We used our brains to develop the masterbrand campaign line ‘For a cleverer clean’, making it a no-brainer for shoppers to choose. The detailed crafting of a brain made from laundry was brought to life across static and animated outputs for BVOD, social, influencer and OOH nationwide.

Price-conscious shoppers need confidence in their choice of everyday items, so we had to show that Biozet Attack’s scientific innovation always get the best results.

Let new cat owners realise that just because they live with a cat, it doesn’t mean they have to live with revolting kitty litter smells.

Knowing our audience might not realise their cats need odour control until they really need it, we came up with the platform ‘Saves You From Smells’, dramatically depicting the lengths a cat owner goes to when they have an inferior kitty litter system.

Through exaggerated hyperbole and a humorous before & after, we showed that Ezi-LockOdour’s superior litter system banishes cat smells, bringing you closer to your furry friend.

To ensure this new brand platform was effectively communicated to prospective customers, we saw an opportunity to simplify the website user experience. By modernising the tech stack, updating content templates and introducing intuitive, persona-driven navigation, we developed a faster, more engaging experience across all devices.

Brand new to market, so watch this space!

Aeroplane Jelly had lost some of its relevance over the years. The much loved brand was approaching its 90th Birthday so we had the opportunity to bring it back on the radar and appeal to everyone's inner child!

The brand launched with a birthday party event to celebrate the 90th year. This included Sunrise live weather crosses, an extensive 30s and 15s TVC campaign with the Seven Network supported by integrated social media, PR, Activation, Digital and in store campaigns, as well as extensive Nickelodeon and Nick Jr sponsorship.

With such strong brand equity 90 years later, the iconography of a girl swinging and singing was still relevant! We reinvigorated the usage of the classic and iconic brand assets featuring the swinging girl and infamous "I like Aeroplane Jelly" jingle. The campaign achieved a sales increase and moved the Aeroplane Jelly brand out of decline!

Dulux was undertaking the biggest product launch in Dulux history so we saw the opportunity to come up with an idea to match in magnitude and universal appeal! Our key challenge was to convince our audience that the new Dulux Wash&Wear paint is different.

The strategy was to bring to life the Dulux claims in a way that was not only relevant but also connects to our audience while driving home the innovation to stay ahead of the competition. Most importantly, we needed a big idea to cut-through, shock and engage with something that has never been seen before so we asked the MythBusters to put the all new Dulux Wash&Wear to the test.

Originally a PR brief, we pushed past our limitations to create a meaningful campaign demonstrating Dulux in a stand out way. Due to the San Francisco time difference, we worked day and night, then flew to San Francisco to get the MythBusters on board to literally throw everything at the Dulux paint range. To add a bit of theatre, the CMC team also dressed up as the MythBusters during the pitch process.

Shot over two days, the campaign was brought to life with four 90s, 30s and 15s TVCs testing each Dulux Wash&Wear paint product using inventions created by the MythBusters themselves. The campaign was amplified via a FTA TV media strategy and supported by social media campaign content. The campaign resulted in the highest ever brand effectiveness scores ever as measured by Millward Brown!

Photographer: Lisa Cohen

The CMC team was tasked with the challenge to disrupt the cluttered olive oil category with a campaign that was memorable for Squeaky Gate Extra Virgin Olive Oil. With its quirky name, injecting humour into the campaign made perfect sense.

We developed 'The way it should be' creative platform which was inspired by the brand's true-blue, farmer to consumer, production process. The campaign content has a playful dig at the theatre behind branded content and also features famous Australian comedian, Jean Kittson, to bring to life a character that would resonate with the target audience. The Squeaky Gate 'The way it should be' campaign included a 30s TVC as well as supporting 15s and 6s content pieces which were amplified via a FTA TV strategy as well as digital channels.

The TVCs underwent rigorous testing which reaffirmed that our target audience connected with the content and the sales results confirmed this as well with the brand experiencing an uplift during the campaign period.

Everyone's familiar with Blu-Tack but it's not always top of mind so our challenge was to celebrate the brand and make it relevant again. What better way to bring it to life than to showcase its versatility and usage occasions?

Blu-Tack is loved by all, young and old! Our strategy was to develop the 'For all Blu-Tackers' creative direction to establish a campaignable platform that can extend across multiple age brackets and extensions. There was a combination of 6s and 15s video assets created for the campaign which were amplified via YouTube and Catch Up TV as well as DOOH media to build top of mind awareness on the path to purchase.

We brought to life a Blu Tack brand character to resonate with all aged groups via video content which delivered more than three million impressions via digital channels as well as a total OOH reach of more than 23 million.

The VCS Foundation engaged CMC to drive recruitment in the Compass clinical trial for cervical cancer. We saw an opportunity to target women where they were most likely to take further action, by highlighting their nearest participating clinic in their local media.

The CMC team executed a highly localised campaign to profile the GPs and clinics taking part in their local media. We matched close to 100 clinics with their media outlets and identified the spokespeople available to build the local relevance. The initiative resulted in 169 media clips and on completion of the campaign, 1,000 additional women had been recruited with a steady flow of 60 samples coming through per week!

To gain a deeper understanding of the process as well as secure a TV opportunity, one of our very own CMC team members went on the frontline to undertake the clinical trial herself!

We were tasked persuading millennials to consider Somersby Cider at shelf. With a decline in alcohol consumption within this age group, we needed to establish an engaging way to capture their attention.

The strategy was to activate the campaign in an environment native to our audience and drive sales by creating an interactive brand experience, and more importantly, establish prize options that tap into what appeals to the millennial lifestyle.

Engaging with millennials meant that we needed our Chatbot to communicate in the right language. The CMC team interviewed the actual millennials in the office and beyond, to ensure our use of emojis and acronyms were on point. The Chatbot was also extensively tested by all members of the CMC team to ensure any last-minute glitches were ironed out before we were live.

We created a Somersby Cider consumer promotion using a Messenger Chatbot mechanic. The campaign was amplified via a POS suite, and shoppers were rewarded with instant prizes in exchange for unique codes found on pack.

Dulux want to encourage Australians to use colour in their homes; enter the annual Dulux Colour Forecast. Combining international travel, research, expertise, trends and editorial imagery, this year-long PR program simplifies the colour selection process, inspiring consumers to renovate with Dulux paint.

In 1999 we recommended Dulux to launch an annual trends announcement for Australian interiors. More than 25 years on, the Dulux Colour Forecast has become one of the most highly anticipated events in the design calendar which is launched with a series of media events across the eastern seaboard alongside a rigorous media campaign that runs all year.

The ongoing program continues to strengthen the brand's position as category leader year-on-year and share of voice.

Photographer: Lisa Cohen

To make a family favourite relevant again, Mattel engaged CMC to launch Aussie Scrabble. The initial idea evolved from an Irishman working at Mattel Australia who had compiled a list of Aussie lingo to assimilate with his colleagues. This was the catalyst for what was to become the biggest board game launch in the company's local history and a world-first concept that to date remains the most innovative campaign launch in the company globally. We saw an opportunity to leverage iconic Australians as well as engage the Australian community to make this campaign larger than life.

A key consumer insight – that families play more board games on holiday – led Mattel to develop a strategic partnership with Jetstar, to generate hype for Aussie Scrabble's launch by crowdsourcing words for inclusion on Jetstar's social channels which was promoted by CMC in a pic opp in the Herald Sun. The highlight was our media event to officially launch the world-first at Melbourne Airport – complete with a custom Aussie Scrabble wrapped Boeing A320 and iconic celebrity ambassador Stephen Curry. The initiative helped to build relevance for the iconic Scrabble brand and achieved TV, radio, print and online coverage with a reach in the hundreds of millions.

We went beyond to test the effectiveness of the Aussie Scrabble Launch with independent consumer research undertaken by Omnipoll revealing that 1 in 4 Australians heard about Aussie scrabble as a result! And as a result CMC's campaign was Highly Commended at the 2018 Mumbrella CommsCon Awards. The Aussie Scrabble launch also demonstrates how we're able to work with clients and their partners from the inception of an idea, through to the execution and delivery, even if it means wrapping a commercial plane in Aussie lingo.

The Mayver's Peanut Butter brand expanded from health stores and independent supermarkets to national supermarket chains so our task was to help build awareness. We saw an opportunity to bring Mayver's point of difference to life and offer consumers something that's nothing but goodness across multiple touchpoints.

We developed a brand platform with substance for Mayver's Peanut Butter. To highlight the brand's integrity and that the spread is made with pure ingredients and no added anythings, we established the 'Nothing but goodness' creative platform to celebrate the values of the Mayver's brand through authentic storytelling. With the peanut harvester rolling in to harvest the crop, the pressure was on for the first Mayver's Peanut Butter shoot but the CMC team managed to get it approved and shot within two weeks! The campaign included a TVC media strategy to shift Mayver's Peanut Butter into mass awareness.

Despite a crowded market, we moved the brand from a healthy ingredient to a table staple. The result? Double digital sales increase!

We were tasked with the challenge to not only build awareness of classic Bourbon & Cola brand, Woodstock, but also to drive sales. We needed to uncover compelling reasons to buy in order to motivate our target shopper to take notice of the brand at shelf.

Leveraging shopper insights, we developed "must have" prize offerings in conjunction with easy competition mechanics to help drive trial in a series of consumer promotions for the brand. In partnership with Total Tools, we created a Woodstock Bourbon consumer promotion offering the chance to win Total Tools vouchers and we also activated a Woodstock Tyre Cooler promotion giving shoppers the chance to win one in store with the purchase of any Woodstock product. Both promotions were amplified with a disruptive in-store POS suite, as well as a competition mechanic with minimal barriers to entry.

In their down time, the shopper marketing team at CMC go beyond each brief to research and build relationships with a multitude of prize partners so they're ready and armed with a library of the most compelling options which can be activated quickly. To deliver the bespoke Tyre Cooler, the CMC team nurtured a relationship with manufacturers in China which not only guaranteed fast turnaround, but also achieved the most cost efficient approach possible for the client.

The promotion achieved a 50% uplift in total entries making it one of the most successful promotions for the Woodstock brand to date.

For over 10 years, we have proudly partnered with Petstock championing their mission to support pets and people through community efforts.

A decade ago, we helped Petstock launch National Pet Adoption Month, a campaign still thriving today. From brand campaigns to PR and experiential activations, our impactful storytelling and real-life transformations have driven community engagement and meaningful change, including rethinking the stigma around adopting bigger dogs, older and medically challenged pets.

The campaigns consistently achieve several hundred pieces of coverage with an audience reach in the millions, and most importantly, help find homes for 500-1,000 rescue pets each year.

Eco-friendly cleaning brand, Earth Choice, offers an affordable and genuine alternative for consumers looking for a better outcome for their homes and environment. However, many perceive that 'natural' products are ineffective and they are overlooked as a result. To build awareness of the brand and its eco-friendly proof points, we needed to delve into consumer sentiments to discover the barriers and opportunities that would convince our audience to switch.

We facilitated consumer research which underpinned a powerful brand strategy, new positioning and uncovered opportunities for the Earth Choice brand within the category. These insights underpinned the 'Behind the Curtain' campaign which explores the idea that it can be so easy to make more ethical choices and inspires our audience to consider their everyday impact on the environment. Comprising 30"and 15" TVCs as well as YouTube bumpers, the 'Behind the Curtain' campaign was amplified via a FTA and VOD media strategy and supported with digital initiatives including an always on social media program.

The campaign sparked action, with a significant uplift in the core dishwashing range.