Effies
Australia
Saving an Iconic Brand that was as “Good as Gone”
Agency
The Monkeys - Part of Accenture Song
Client
Telstra
Awards
Silver
Retail/Etail
Case Study
Summary
If something wasn’t done quickly, Trading Post was as good as gone. In the year before the launch of the “Good As Gone Guarantee” Trading Post had lost 43% of its revenue and was experiencing a 35% year on year decline of private car inventory.
In the 7 months post campaign launch, Trading Post increased private car ads placed in Victoria 158%, boosted revenue 109% and proved 6-times more efficient (with 30% less spend) than the previous campaign.
‘The Good As Gone Guarantee’ became Trading Post’s most effective campaign since leaving print behind.
Most importantly, we saved an Australian icon.
Case study
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Credits
| Author | Matthew Michael | ||||||||
| Executive Creative Director | Scott Nowell | ||||||||
| Art Director | Scott Dettrick | ||||||||
| Copywriter | Jasun Vare | ||||||||
| Executive Planning Director | Fabio Buresti | ||||||||
| Group Account Director | Dan Beaumont | ||||||||
| Account Director | Jill Large | ||||||||
| Head of Broadcast Production | Thea Carone | ||||||||
| Broadcast Producer | Jade Wannell | ||||||||
| Head of Print Production | Tom Harrison | ||||||||
| Media Planner/Buyer | Caroline Fiechter | OMD Sydney | |||||||
| Media Planner/Buyer | Noel Gate | OMD Sydney | |||||||
| General Manager Verticals & Audience | James Forbes | Trading Post Online | |||||||
| Consumer & Digital Marketing Manager | Andrew Beecher | Trading Post Online | |||||||
| Group Marketing Manager | Jess Miller | Telstra | |||||||
| Marketing Manager | Rochelle McDonald | Telstra |
Category Sponsors
Retail/Etail
