Creative experiences and technology – it’s our marketing power couple, and it’s what earned ResMed higher awareness and engagement results beyond our team’s wildest dreams.
Within all these complex technologies and digital transformations, there’s a simple truth: the first companies and brands to leverage new tech successfully are the ones that are going to embed themselves as innovative market leaders. Fact.
However, all this technological greatness comes with a big, bold asterisk. You can’t just plug in the latest acronym in your campaign – Augmented Reality (AR), Virtual Reality (VR), Artificial Intelligence (AI) – and expect instant awards and record ROI. You need to know what to use, and when to connect brands, businesses and consumers in a memorable and meaningful way. From POAPs and AR singing shows to the anamorphic 3D billboards and crypto catwalks, you have a whole new digital toolbox to play with.
Best of all: we’ve got a route map for best practice. You can use one of our five champion case studies as your next campaign wireframe (and we got another five on the way, too):
The solution: a big and bold promo for this big-eat ice cream. Buy any Memphis Meltdown and win a Ford Ranger XL 4WD plus daily cash prizes. To make sure we connect with the brand’s fans, a simple but striking look and feel, where the prized Ford Ranger is conquering a triple-dipped, ice-cream inspired landscape, was applied to a host of POS and supported by ATL – including a giant billboard on the motorway.
1. Pledge To Win Competition Area.
This included a Pledge Wall where visitors could make a physical or digital pledge (using a QR code) on what they would do if they had a better night’s sleep. They could choose one of three pledges: spend more time with family and friends; get fit and be active; or be more productive and focused at work. Every pledge offered them an opportunity to win a ResMed sleep pack hamper worth up to $400 daily! The customers’ data2 was collected through competition entries. What would you do with a better night’s sleep? Make your own pledge here.
2. Sleep Well Section.
This spot offered relaxing, herbal ResMed Sleepy Time Tea tastings. This caffeine-free tea helps people unwind, and is made from chamomile, lemon balm, hops, lime blossoms, passionflower and skull cap. There were hot 50ml samples and dry 5ml giveaway packs. Interested? You can buy a pack of it here.
3. Sharing digital rounds for real rewards: CUB and Virtual Asset Tokens.
This is where customers could have free sleep consults with ResMed Sleep Coaches3. They could ask questions about sleep and earn recommendations for key ResMed sleep support products.
4. Pouring innovation into education: Central Interceptor Discovery Centre.
This used a bespoke interactive spot-the-difference game called the WakeOver Challenge to see how tired the customers were. (Keen to give it a try? Head over here).
WRAPPING UP:
So, the question is: how did the campaign perform? “Our aim was simple, promote good sleep habits, create awareness for sleep-disordered breathing and share how ResMed can help Australians sleep better,” says Stephanie Benkovich, Senior Marketing Specialist – ANZ. “And that’s exactly what the ResMed Rejuvenation Roadshow achieved thanks to an innovative combination of experiential expertise, creative technology, and fun, engaging activations.”
This technology-powered roadshow helped thousands of customers understand better sleep and learn more about sleep disorders through digital and real-life activation tools. For ResMed, it drove awareness of their brand and ramped up the size and reach of their customer database. All-in-all, it helped customers understand how they could achieve high-quality ‘Zs’ and give ResMed more brand love – which is exactly the result we were looking for.
Ready to transform your next campaign from a dream into reality? Let’s meet for a real or virtual coffee. We’ll help you create engaging experiences with the customers that matter, and we’ll make sure you earn both digital and real ROI. Want a live sample? Hit us up for a FREE Masterclass.