CIRQ POINT COOK SUCCESS STORY

In mid-May, The CIRQ townhouse project, located near the heart of Point Cook’s Town Centre completely sold out Collection One within a mere 48 hours. With the sales suite opening at 9am on Saturday May 13, an incredible 22 of 23 townhouse properties were gone, with the one remaining townhouse quickly snapped up the following day. Within a further 6 weeks, 30% of the development fully sold out. Roll forward to November 2017 and 85% of CIRQ has been sold, with 60% going to Owner Occupiers and 40% to Investors. Feedback from Development Victoria suggests that signage and the website, both created by Blaze were instrumental in generating excellent buyer interest.

Strategically named, branded and marketed by Blaze
Appointed to brand and execute strategic marketing for the Development Victoria (previously Places Victoria Project), Blaze devised a naming strategy that tapped into the convenient location of CIRQ – where residents would be able to enjoy a 360-degree lifestyle, being literally steps away from shopping, dining, transport, education, municipal and sporting facilities. A premium look was created to match the up-market, exclusive feel of townhouses, which were designed by award-winning architects Rothelowman and landscaped by Aspect Studios.

Communication channels created by Blaze:

  • ROI property website with enquiry functionality
  • eDM campaign to generate, reinforce and strengthen buyer interest
  • Printed IM brochures and townhouse product brochures
  • Individual townhouse names to give each product unique appeal
  • Signage and assistance with Sales Suite display
  • Digital display advertising

Strong sales continue to dominate
At time of writing CIRQ is about to release its seventh collection within the development. It’s clear to see this a sales campaign that will go from strength-to-strength as further stages are released.

Thinking of turning your next project into a best seller? Talk to Blaze first.

Top of the class

Blaze has boosted its academic credentials with the 3-year appointment to Southern Cross University’s marketing and communications roster, beating 24 agencies to the task at tender, and 4 in the final pitch round. We’re thrilled to partner with such a highly regarded learning institution, and look forward to further cementing their profile not just nationally, but across their campuses in NSW (Lismore & Coffs Harbour) and Sth QLD (Gold Coast). SCU also attract students internationally and via select campuses in Melbourne Sydney and Perth as well as via online learning, so with our digital expertise it’s an outstanding match.

For us, the win adds further credentials to Blaze as an agency working more and more within categories that target GEN Z, Y & X, as well as with the technology that connects relevant brands, products and services to them. We’re looking forward to the opportunities that this new relationship brings, as well as carving out even further space in the youth market and  driving innovative communications for SCU in relevant and creative ways.

Like to explore what Blaze can bring to your youth audience? Talk to us today.

Leading from the front with PwC

In 2016 and 2017, PwC’s Employer Brand moved into bold new territory. A fresh and distinctive graduate campaign and EVP was deployed, along with an enhanced careers site –complimented by further activations in partnership with PwC’s National HR Team. Nearly two hard years of effort has culminated in some remarkable outcomes. With the company rising up the ranks of desirable employers, and Blaze’s graduate campaign being credited with delivering an enormous 67% year-on-year increase in applications.

PwC are now in the enviable position of being able to hand-pick the best minds from right across Australia. While other top businesses are still building strategies to attract STEMS candidates (Science, Technology, Engineering and Maths), PwC has been given a resounding head-start in the talent attraction race.

Blaze’s PwC campaign was unique, both in content and design – resulting in it being shortlisted as an AGDA Award Finalist for Design Effectiveness in 2016. Despite all the achievements to date, Blaze has not stood still in the creation of further out-of-the-box ideas.

Market-first Augmented Reality
Collaborating with PwC’s Augmented Reality providers Plattar, this year we launched a market-first App for graduates, called ‘Pathfinder’. Targeting students and those soon to finish studies, the App showcased the meaningful work PwC do across industries as diverse as Fashion, Fin-tech, Law Enforcement and Health. Built to recognise visual triggers and launch 4D animations and motion, it has generated much comment at the company’s signature events. With gamification and story-telling embedded, the App is currently available on Google Play and the App Store, and will continue to run and compliment on and off-campus activations throughout the year. This App is currently an AGDA 2017 Design Effectiveness finalist.

PwC’s official rankings go sky-high
Following on from Blaze’s campaign launch and roll-out, and in partnership with operational initiatives by PwC’s National HR team, PwC were officially recognised in the Financial Review Top 100 Graduate Employer list with a 2nd place ranking, rising from 5th place last year (http://magazine.afr.com/top100-grads/top100/). Compiled in February 2017, this rise in rankings, which is produced in association with website GradConnection, put PwC ahead of a lion’s share of Australia’s top employers – including IBM, KPMG, EY, Nestle and Apple. The rankings are based directly on information taken from students, not judges. PwC took an enormous 15% of the popular vote, being nominated by students as the first place they would most want to work. In a separate survey this year entitled ‘Australia’s Top 100 Graduate Employers’, compiled by GradAustralia and The Australian (https://gradaustralia.com.au/top-100-employers), PwC also excelled. Ranking 3rd ahead of Apple, CBA and Facebook.

Both outstanding results were further reinforced in May 2017 with PwC being named by officially LinkedIn as the company most Australians want to work for. (https://www.linkedin.com/pulse/linkedin-top-companies-2017-where-australia-wants-work-roughol)

Blaze’s outstanding campaign work showcased by LinkedIn
Particularly satisfying has been the inclusion of Blaze’s strategic and creative work in the LinkedIn’s Top Attractors Employer Brand Showcase publication ‘Benchmark your Employer Brand – Tips and strategies from Australia’s most attractive employers’. Just 3 top organisations were selected – PwC, Atlassian and AirBNB. Notably, Blaze’s work with narrative from PwC’s National Employer Brand Leader Jessica Tucci was included first as the lead-in example.

Interested in how Blaze can lift your employer brand, and talent attraction prospects? Speak to us today.
For information on the PwC Pathfinder App, visit http://www.pwc.com.au/student-careers/pathfinder-app.html . If you’d like to download LinkedIn’s Australia Employer Brand Showcase eBook featuring insights from Blaze’s recent PwC campaign, visit https://business.linkedin.com/en-au/talent-solutions/cx/2016/8/most-attractive-employers

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

Blaze places WSP | Parsons Brinckerhoff
Two steps ahead.

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Blaze Advertising’s knowledge and deep expertise in Employer Branding has been recognised once again with an award win for their EVP, recruitment strategy, and brand development work with WSP | Parsons Brinckerhoff. The agency has had long standing success in delivering outstanding and award-winning Employer Branding work for some of the most well known brands in Australia, from big financial sector names to every day consumer brands.

The Employer Brand and Recruitment campaign “2 steps ahead” created for multinational engineering, design and professional services firm WSP | Parsons Brinckerhoff won the “Best Recruitment Campaign” category of the prestigious Australian HR Awards 2016.

With a concept that reinforces WSP | Parsons Brinckerhoff’s performance-driven and agile nature, the “2 steps ahead” idea promotes the firm’s visionary attitude – in a way that leaves competitors behind. Taking this strong leadership statement, the ‘two steps ahead’ idea was also a great fit visually – as the WSP | Parsons Brinckerhoff logo already contains 2 steps in side-on perspective in their corporate logo.

Using real employees from the organisation’s 6 core business areas for the campaign, the company’s personnel were photographed in various stages of movement, showcasing the forward thinking and the “2 steps ahead” mentality that the company promotes from within. The integrated campaign included print, social and digital elements for maximum impact.

Siobhan Savage, Talent Acquisition Executive at WSP | Parsons Brinckerhoff said combining the firm’s in-house expertise with Blaze’s creative energy has resulted in a winning campaign. ‘As a business we were clear this campaign had to serve three purposes – to support us to recruit progressive, high-performing applicants, to reinforce our brand and to positively influence our workplace culture. Blaze worked closely with us to meet all these objectives and to top it off, we are now finalists in a national industry award. Our area of expertise is highly competitive, so it’s vital to stay front of mind with both graduate and experience hire candidates. The strategic thinking and creativity of this campaign has given our organisation a real point of difference in the market – and we’re seeing excellent results in terms of quality candidate applications. The campaign has also been very effective at not just making those wanting to join us more aware of what our organisation achieves in terms of an incredible scope of projects across Australia and New Zealand, it’s also allowed our own people to share in the pride of what we do. ‘2 Steps Ahead’ has really provided a rallying point for our business culture, as well as our people.”