Alastair Anisimoff

MAKING SERVICE MEMORABLE

Launched in market December 2018, ‘Symphony of Service’ shows the poetic and dreamlike delivery of an entire cruise ship working in harmonic rhythm to deliver a memorable guest experience. Set onboard the Majestic Princess; the newest and largest ship to sail out of Australia, the story extends much further than introducing a world-class vessel with state of the art features, the narrative unveils to show how the soul of this beautiful cruise ship comes to life through the warmth, dedication and personalised attention to detail of the crew.

Symphony of Service features an original soundtrack that was composed and performed by classical musicians (a violinist and cellist) that regularly perform with the Sydney Symphony Orchestra.

The campaign was rolled out across TV, cinema, print, social media and digital platforms throughout 2018 and 2019.

DIFFERENTIATING A BRAND IN AN EMOTIONAL WAY

‘Symphony of Service’ is a timeless and elegant showcase of the world-class service one can experience at sea with Princess. Set onboard the Majestic Princess; the newest and largest ship to sail out of Australia, the story extends much further than introducing a world-class vessel with state of the art features, the narrative unveils to show how the soul of this beautiful cruise ship comes to life through the warmth, dedication and personalised attention to detail of the crew.

The alluring story features interactions from the crew as they create memorable daily moments for their guests.

The classical and symphonic music featured classical musicians (a violinist and cellist) that regularly perform with the Sydney Symphony Orchestra. The composition effortlessly glides from scene to scene towards a crescendo in The Atrium, the heart of the ship.

Hypnotic and powerful, everything and everyone is working in harmony to deliver the Princess promise that when you return home, you’ll return not with suitcases full of souvenirs, but everlasting memories.

Above all, the Symphony of Service promises that you’ll come back new.

The symphony captures the subtle and understated service story in a way that naturally reflects the unique attitudes and behaviours of over 1300 crew onboard Majestic Princess. The attention to detail, craft and care that anticipates guests every move is the driving force behind creating magical experiences.

The campaign included a hero 60-second edit with 5.1 sound, cut specifically for a cinema release targeting an older skewed demographic. Supported that, a year-long TV campaign with a 30-second edit, 15-second cut-down for brand awareness, retail edits to drive consideration later in the year.

Supporting this was both a print campaign and social campaign including 1:1 edits of the hero video, cinemagraphs for Instagram and stills for Facebook carousels.

Media launch PR:

B&T
Mumbrella
BestAds

A simple sale campaign for Emirates, this is an excellent example of bringing a bit of life to a more mundane Banner campaign. We created Banners, Radio, Facebook and Instagram Stories content.

I was the Copywriter on the campaign.

A COLLECTION OF WORK THAT KEEPS THE LIGHTS ON

EDM

WEBSITE COPY

AGENCIES:

KOALA

DDB

A NEW WAY TO INTRODUCE

With the newest and largest Princess Cruises' ship ever to visit Australia, Majestic Princess was due to arrive later in the year for her inaugural Australian season. So, to introduce this incredible ship to the Australian audience, we partnered with Grand Designs Australia and Facebook to give our audience a unique insight into a world-class international ship through the familiar format of Grand Designs and their host Peter Maddison.

Grand Designs Offshore was created as a unique brand partnership in a digital series that explored incredible design, both on land in stunning locations, and at sea. Across the series, Peter, the host, met the crew who brought the Majestic Princess to life and revealed how it could create a memorable journey for the meaningful traveller. Over the four-part series, Peter goes behind the scenes to unveil the intricacies involved in the design of Princess Cruises' 143,000-tonne 330 metre-long flagship mega liner, Majestic Princess.

Given the need to communicate both brands, and make the Majestic Princess the hero, MediaCom's Content team looked to Kantar Millward Brown's Link for Digital solution to assess opportunities to optimise the content to cut through the Facebook Newsfeed and connect with the Princess Cruises target audience.

Using Eye Square technology, respondents' behavioural data was captured to help understand where the drop off points for each piece of content was and how the videos could be optimised to keep hold of viewer engagement and drive further clarity of the aim of the series.

We produced a distinctive campaign that drove awareness, consideration and intent with the meaningful traveller. The campaign proved that a unique storytelling approach combined with a mobile-first strategy delivered terrific results for Princess. Targeting the genuine curiosity of our audience, the creative was inspirational and visually gorgeous.

THE RESULTS

The campaign reached 2.1 M Meaningful Travellers across Facebook and Instagram for over 11 weeks. It introduced a new way of telling the Princess story across Facebook and Instagram and drove connection with meaningful travellers helping to distinguish the Princess brand in the Cruise category.

• 100% hero video views = 45,000 mins spent with the brand,

• 95% hero video views = 61,000 mins spent with the brand,

• over 275,000 clicks, drove 539 bookings, resulting in $2.4 million in revenue,

• with an average CPC (cost per click) of $1.09

The campaign smashed all Travel and APAC norms, cut-through at almost 4x the Travel norm, consideration at 6x the Travel norm, intent at 11x the APAC norm.

Also, Facebook's Brand Lift solution uses a gold-standard of experimental design in measuring the impact of advertising on brand awareness. The campaign drove an impressive 31 point lift in ad recall for Princess. An uplift of 15 points was seen in intent to consider Princess Cruises when buying a cruise at the top two box level. A 14 point lift was seen in intent to buy a Princess Cruise holiday in the next year at the top two box level.

The campaign proved that a unique storytelling approach combined with a mobile-first strategy could deliver amazing results for Princess. We produced a distinctive campaign that drove awareness, consideration and intent with meaningful travellers.

AWARDS
Bronze FOMA

TELL A BRAND STORY IN A NONE SELF SERVING WAY

Banks have never been a popular part of Australian culture. Despite doing amazing work within the community, conventional advertising wasn't moving the brand consideration needle and hadn't for years. As Westpac celebrated its 40th anniversary as a partner of the Westpac Rescue Helicopter Service, we saw the unique opportunity to tell a fantastic Australian story of support, friendship and community in a way that wasn't self-serving.

Air Rescue was the first-ever fully ad-funded series to air on Australian prime-time TV, and it delivered beyond all expectations :

• Over a quarter of the Australian TV audience tuned in

• No. 1 in its time-slot for metro and regional areas

• The average audience over 14 episodes was over 1.1 million

• Sold into 45 countries (UK, Asia, Brazil)

An extra 25% of people said they would consider Westpac for banking services as a result of Air Rescue (source: Milward Brown)

AIR RESCUE SOCIAL

In our third season, we had to radically adapt a stunning, cinematic, edge of your seat storytelling format from TV and into the hands of a hard to reach audience.

OUR SOLUTION

An explosive social content series that straps in millennials and takes them along for the ride, making them feel part of the rescue crew. We featured younger crew members,

19-year-old Sammy and 28-year-old paramedic Charlie, characters we knew would resonate with millennials. Sammy showed bravery and skill to winch a woman 150ft from

a tall ship and Charlie flew out to a remote tourist spot to help an elderly man in distress. We also created an Australia Day thank you from Westpac to the service which targeted the younger audience at a peak-time of social activity around the national holiday.

THE RESULTS

• We captivated 1.6 million young Aussies aged between 17 and 34

• 676,000 social engagements.

• User-initiated social video content received 330,000 views

• Incredible view-through rates of 75%

• Average view time was 83 seconds

• Snapchat Stories had an impressive 60% open rate.

• 864 activated cards and 31 Home Loans

(estimated revenue of $401,965 over three years.)

Overall, five seasons the content series has reached 41M people, generated $8.5M in PR value and has now been sold into 100 markets globally, making it the most in-demand brand funded format on the planet.

AWARDS

Silver - The One Show - Branded Entertainment/ Television Branded Content - 2014

Cristal - Cristal Awards - Best Film, Series or Non-fiction Program - Branded Entertainment - 2014

Sapphire - Cristal Awards - Best Use or Integration of Experiential Events - Branded Entertainment - 2014

Winner - Australian Banking and Finance Magazine - Campaign of the Year - 2014

Winner - Campaign Brief Magazine 'The Work' - TV and Film - 2014

Bronze Global Festival of Media - Best Entertainment Platform - 2014

Highly Commended Festival of Media Asia - Best Entertainment Platform - 2014

Shortlist - Spikes Asia - Corporate Image & Information - 2014

Silver - Spikes Asia - Use of Brand Integration into a Program - 2017

Shortlist - Spikes Asia - Corporate Image - 2017

TALKING TO 'NEW TO CRUISE'

Every change of perspective in our life can simply be boiled down to just one moment. A moment where we change, from that point forward, for the betterment of ourselves.

To bring the essence of the Princess brand to life, appealing to first-time cruisers we needed to captivate them with Princess's incredible destinations. We realised that when people go on holidays and travel around the world, they come back home and talk about memory as a singular experience. Whether it is the perfect meal on the balcony as the sun dives beneath the ocean or stumbling upon the ancient ruins of the Siamese Empire, it is this emotion and passion for that moment that endures.

RESULTS

• South-East Asia bookings up 48% since the year prior.

• Total bookings up 22% since the year prior.

• A new wave of cruisers experienced their moment.

• "Loved every moment on Princess".

AWARDS

• Shortlist - Mumbrella Travel Marketing Awards - Ad Campaign of the Year - 2018

• Winner - Mumbrella Travel Marketing Awards - Best Media Strategy – 2018

TALKING KFC

We used the epicentre of Australian satire, The Betoota Advocate (Australia's answer to The Onion) to create wildly satirical articles that mixed colloquial and questionable language to spread our real food message.

One of our proudest moments was receiving client approval on the line' fuck knows where those Buddha bowls come from anyway'. With loads of banter and genuine brand mentions, these stories are changing the way we KFC communicates.

The results were more significant than we could have hoped for and have heralded a new strategy for KFC in social spaces, allowing the brand to have a voice through new partnerships.

Personal Trainer Treats Self To Unpoached Chicken

Real Food Truth: Chicken sourced from the best Australian suppliers

FB link:

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Ingham’s Truckie Ponders 3rd Zinger Of The Week

Real Food Truth: Fresh chicken is delivered throughout the week

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“A Couple Of Chips” Identified As Gateway To Half Of Boyfriend’s Meal

Real Food Truth: “Freshly prepared by hand in store every day”

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Next Beer Expected to Open Up Possibility Of A Three Piece

Real Food Truth: Cooked in small batches throughout the day

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Insight:

As our lives become more hectic and busy, we can drift onto autopilot and lose sight of what’s truly important.

Idea:

We shone a light on how Canon, through its products and services, help you reconnect with what’s real. Your loved ones, other people, the physical world and yourself.

The canon Difference.

I was one of two Copywriters on the campaign.

The Brief

Raise awareness of the dangers of smoking to a Millennial Queensland audience.

What We Did

The direction we took was to beat Millennials at their own selfie obsessed game. We gave them the ultimate make down and showcased a “what if?”. The make down was designed to show how you’d look if you continued to smoke. A simple, and compelling message aimed at the selfie generation.

Video bloggers and beauty pageants took part in the experience that was activated in Brisbane.

The Brief

Reduce young Australians binge drinking.

How To Drink Properly

Telling young Australians to stop drinking doesn’t work. So, the route we took was to tell them the opposite. Working as a Social Strategist on the campaign, we focused on the tone of the concept and how it came to life through media touch points.

The Brief

Sell social media 90 years ago. Create an ad that sells social media in a pre-internet world.

Summary of Concept

Silent films were a cultural hallmark of the 1920s.

 Charlie Chaplin, a worldwide icon, managed to transcend language and borders without sound. We signal the end of an era by prophesizing social media as an all-encompassing, all equaling world of possibility, where in the future, everyone will have a voice. 

Credit List

Copywriter – Alastair Anisimoff

Associate Creative Director - Taylor Thornton

Art Director – Costa Popolizio

Creative Director – Rory McLean

OUR CHALLENGE

In a crowded market full of Australian wines, we needed to make Cloudy Bay from New Zealand stand out, especially on cluttered shelves and with Aussie brands copying their packaging.

In a busy world, we knew that moments to slow down and build a connection between friends were times to be cherished and appealed to the affluent millennial audience we were going after.

RESULTS

• We reached 3.1m young Aussies through editorial and video content

• Over 41 people were reached for every dollar spent,

• Over 5 x more effective than the average campaign.

• The average dwell time on editorial was over three and a half minutes and we had an engagement rate of 48%.

• Parlour was the perfect partner inviting Cloudy Bay into the hands of our audience.

The Brief

Use the lure of a holiday away to promote the Sydney - LA route for American Airlines.

What We Did

The platform we created was G’Day America. We sent several top-tier Influencers to create beautiful content in partnership with American Airlines and LA tourism using the G’Day America platform.

#7DaysLater is an Emmy® Award winning multi-platform series taking comedy to the scary arena of interactive storytelling.

As a writer, I helped write each episode, conceptualising with the Director as well as writing all Social Content.

Each week the online audience choose ingredients in an all-new adventure, featuring a well-known guest-star and an ensemble cast of YouTube celebrities. Seven days later that week’s episode is broadcast on TV and across multiple platforms. It’s Saturday Night Live for the YouTube generation

https://www.youtube.com/user/7DaysLaterTV/playlists

AWARDS

International Emmy Winner

Every month, Princess asked us to create a suite of content. With highly targeted ads we focused on quality over quantity, treating social as a print style campaign. Carefully crafting each piece of content for its audience.

The Brief

Showcase the Everyday Banking product to the Millennial market.    

What We Did

The direction we took was to demonstrate that with Westpac you can be Unstoppable in whatever you set your mind on achieving. Because no good story ever started with “I’m saving up for…”.

We enabled unstoppable millennials to create unstoppable stories fuelled by Westpac.

The Brief

Let the “New to Cruising” audience experience the feeling and sensation of Princess Cruises before they consider booking.

What We Did

The direction we took was to show how three unique destinations will bring the “New to Cruising” audience back anew. We showcased Australia, New Zealand and Asia with three stories showcasing the human side of cruising.