2017 UDIA Summit Sponsorship

Blaze Advertising is thrilled to be a Gold Sponsor of the Urban Development Institute of Australia (UDIA) to support the delivery of the third annual Urban Development Summit in Victoria; a high-level conference bringing together key government and industry decision makers.

This one day event, to be held at the stunning Glasshouse venue on Friday 11 August, will focus on Unlocking Growth – unlocking growth within your business and the urban development industry across Victoria.

Program highlights include:

The Hon. Matthew Guy, Leader of the Opposition will sit down with UDIA Victoria CEO, Danni Addison to discuss the way his government may approach addressing some of the issues the urban development sector faces today.

Adele McCarthy, Director – Strategy & Research, Infrastructure Victoria will discuss how Infrastructure Victoria’s experience using citizen juries could be adapted to support growth within the middle suburbs.

Stuart Moseley, CEO, Victorian Planning Authority will provide an overview of how the VPA is facilitating growth across Victoria.

Michael Nolan, Chair, United Nations Global Compact – Cities Program will outline how sustainability can be used to leverage commercial benefits

Bookings are now open and selling fast. We encourage you to register online now if you would like to attend.

Blaze Advertising looks forward to seeing you there.

Connecting in a fast paced world

Kicking off professional networking group Suitably Connected’s first event for 2017, Blaze Australia CEO Leanne Krstevski shared insights around using technology to forge connections, and how all of us can make the most of our personal and professional interactions in a fast-changing media landscape. Raising money for the Dressed for Success Charity, Simply Connected has played host to a range of reputable speakers from creative, fashion and technology industries in previous years, including Tesla, The Melbourne Watch Co., Fashion House Godwin Charli and many more.

It’s certainly true to say that in our busy, modern lives, we are being exposed to more communications than at any other time in our history. Leanne’s discussion centred on and revealed many surprising and relevant facts around our deep human need to connect, as well as touching on how content and communication is rapidly being shared via social media channels around the world. For example, in just one minute, mountains of communications are being shared – connecting with millions of people around the world.

  • 500 hours of video are uploaded a minute on YouTube
  • 347,222 posts are tweeted a minute on Twitter
  • 17,361 profiles are viewed a minute on LinkedIn
  • 48,611 photos are uploaded a minute on Instagram
  • 694,444 ‘swipe lefts’ and ‘swipe rights’ are happening every minute on Tinder
  • 31.25M messages and over 1.3M pieces of content are shared a minute on Facebook
    Sources: YouTube, Twitter, LinkedIn, Instagram, Tinder and Facebook.

The impact of this in-an-instant transfer of information clearly affects everyone, however as Leanne noted, the younger generations who have grown up with the technology – are more easily reached using it – particularly those from Gen Z. With that provides many opportunities, as Gen Z will not just be the innovators of the future, but also many of our customers and clients.

7 fast paced connecting tips that you can use daily (or even in the next minute!):

  • Use technology. If not you’re often invisible or could miss an opportunity.
  • Be visual with it. As it’s a language that people engage with more and more. People are time poor and don’t read your words, but they’ll see your pictures and videos.
  • Make every second count. Some university graduates in certain situations absorb messages in time spans of just 2.8 seconds and up to 8 seconds.
  • Use a multi-channel approach. If you want to connect with audiences and individuals, be on the platforms they use.
  • Go bite size. As attention spans drop, less is more in your messages. Celebrities and many world leaders already do this.
  • Be shareable. Make your content compelling enough that it gets shared. Inform, inspire, tell great stories, make people laugh (or cry). Make sure you evoke a reaction.
  • Keep it real. Online is powerful, but it only stretches so far. Authenticity is king. Keep it real.

If you’d like to know more about joining Simply Connected or attending one of their exclusive upcoming events, visit suitablyconnected.org

WHO’S CALLING IT QUITS?

October means spring-time. It’s a great time to get outside, enjoy the fresh air and get active.  If you’re a smoker, that makes it an excellent time to make the most of the sunshine without your cigarettes.

Blaze partnered with Burston Marsteller PR to develop a #QUIT4OCTOBER awareness initiative. The initiative for the Lung Foundation of Australia captures and celebrates quitting experiences and successes during this month.

It was formulated around the research insight that smokers who go without cigarettes for an entire month are 5 times more likely to quit for good.

The initiative launched with a video created by us, showing smokers placing a cigarette into a drilled hole and making their own pledge to #QUIT4OCTOBER. Slowly, an image is gradually revealed in the perspex installation as an added surprise. The thinking behind this unusual video and activation set at Sydney’s busy Circular Quay was to focus on the positive aspect of quitting. Something which until recently has been sold by using negative imagery and shock tactics. Taking this fun approach saw 440 people pledge to quit on the day and October has only just begun. If you know someone who might be interested or already attempted to quit, give them the extra encouragement they need to make an attempt to quit and send them the link to our #QUIT4OCTOBER video. They’re not alone in trying, and with a few more attempts, they might just beat the cigarettes for good.

For more information, visit quit4october.com.au

CASE STUDY: 1 Malop pre-leasing campaign

Challenge

Boutique property fund manager Quintessential Equity appointed Blaze Advertising after a strategic and creative pitch. They were impressed by the forward thinking and use of innovative technology that was presented which would ensure they would be noticed in the marketplace and ultimately ensure the campaign had the strongest and most powerful tools behind it.

The project brief was to develop a pre-leasing campaign for their planned $90million, 15,000 sqm office landmark building on an iconic site in Geelong.

The challenge was to impress and drive businesses to relocate to a building which hadn’t yet been built and which could only be seen by means of architectural drawings, renders and 3D Augmented Reality. Ultimately our goal was to secure pre-lease commitments by creating an engaging campaign that appealed to large organizations and head decision makers.

Solution 

Blaze saw this as an opportunity to introduce augmented reality which would show off a building which wasn’t there – why not create it digitally and in 3D.

Through the use of smart phones and tablets the augmented reality technology allowed users to hover over building render ‘trigger’ images on the site signage and also within marketing materials to see the building facades pop-up on their devices in 3D read here. This technology is revolutionary in terms of providing prospective tenants an accurate vision of the site’s stunning architectural features and allows tenants the opportunity to imagine what working life within its walls will be like.

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Results

Quintessential Equity is in advanced discussions with two tenants it expects to be the building’s first clients. WorkSafe, one of the first to engage conversations about a tenancy at 1 Malop, released its EOI to the market late last month which expressed its requirements for 10,000 to 15,000 square metres. Included in this is the possibility of a further potential tenant requiring 5,000 to 7,000 square metres of commercial office space.

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CASE STUDY: SA Police Talent Attraction

Challenge

Many people have misconceptions about a career with SA Police, and policing organisations in general. Often they are seen as a place to wear a badge and uniform, and not for the human side – where interaction with the community, and supporting it is paramount. What was needed was to take our target group (Males & Females 25-40, indigenous & non-indigenous) on a journey which would show the human qualities of the job. Educating, engaging and converting interest in SA Police into action and applications.

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Solution

Rather than relying on communications that would just attract attention, we replicated interactions that a candidate might experience as a serving officer. Every day scenarios that had real potential to escalate into dangerous criminal situations. In using this narrative, we identified human attributes we all share – but that officers are trained to draw on in certain situations. The 4 stories, and 17 films created demonstrated to our target audience that you’re much more likely to get personal satisfaction and fulfilment than the average person with SA Police. This allowed us to achieve several belief change milestones. From engagement to awareness, our audiences could recognise they had these attributes, but weren’t putting them to the best use within their current roles. To drive the message home, we used a powerful combination of advertising, social and rich media – which worked seamlessly to communicate with our audience across various touch-points.

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Results

The campaign delivered strong numbers, including:

  • 1.4 million Digital Impressions
  • 1.25m Facebook Impressions
  • 40% lift in quality application numbers