One Green Bean
Blog
We’ve moved to a flash new office which means we’ve got a bunch more desks to fill up. They won’t last long, so get in quick or miss out. If you’d like to stare at a bunch of pretty awesome people all day whilst knocking out first rate work for clients that truly understand what we do, we want to hear from you. Especially if you have an insatiable appetite for PR, popular culture, social media, shampoo and/or time travel.
Email your CV to hireme@onegreenbean.com.au.
Email your CV to hireme@onegreenbean.com.au.
One Green Bean has partnered with Havas Worldwide, a global media network whose output and values complement ours. Run principally from their HQ in Paris, they are present in over 100 countries and employ over 15,000 communications professionals; a network we’re looking forward to forging a close relationship with, as we collaborate on global and regional clients.
For the most part it’s business as usual for us, but it won’t be long before the Beans are regularly tapping into the Havas network to explore international opportunities. Plus we’ll occasionally be swapping the afternoon cuppa for an apéritif, in honour of our new extended family in France.
Ooh la la!
For the most part it’s business as usual for us, but it won’t be long before the Beans are regularly tapping into the Havas network to explore international opportunities. Plus we’ll occasionally be swapping the afternoon cuppa for an apéritif, in honour of our new extended family in France.
Ooh la la!
The Queen Victoria Building is undoubtedly one of Sydney’s most iconic and beautiful buildings. So when they came to us looking for a big idea that would bring to life their Autumn-Winter seasonal campaign – the Art of Life – we knew it had to be something pretty spectacular.
We decided to put on a series of public performances that were not only visually impactful and highly engaging, but also reflective of the QVB’s signature sophistication and style. It was agreed that the huge stained-glass central dome would form the focal point for the performances – not only for its inevitable wow factor, but also to draw people from all entrances into the heart of the building.
The next step was to find a performer who could match the grandeur of the dome rather than be overshadowed by it and, after much searching, we finally found him.
Shenzo Gregorio is a classically trained violinist who has mastered some of history’s most famous and complex compositions. The twist is that Shenzo performs these masterpieces while suspended in the air – twisting, tumbling and flying through the air at heights that would make your stomach flip.
For three days in June, three times a day, Sydney shoppers were shocked, moved and delighted by Shenzo’s death defying, highly energetic performances within the QVB dome. The crowds grew with each show, with the final performance seeing people spilling out the doors in their attempt to catch a glimpse of the famous flying violinist.
The campaign also caught the attention of Australian media, with Channel 9 and Channel 10 News both running stories following the first show, and 7PM Project and the Weekend Today Show both crossing live from subsequent performances. The pictures ran across some of the biggest news websites in the country, including news.com.au and all metropolitan and regional Fairfax websites, and Shenzo also flew across the front page of mX newspaper.
The events also made international news headlines – the UK’s Daily Mail online and Metro newspaper, the LA Times and New York Post online, and China Daily to name but a few – all running pictures of the impassioned virtuoso serenading Sydney from high in the QVB sky.
We decided to put on a series of public performances that were not only visually impactful and highly engaging, but also reflective of the QVB’s signature sophistication and style. It was agreed that the huge stained-glass central dome would form the focal point for the performances – not only for its inevitable wow factor, but also to draw people from all entrances into the heart of the building.
The next step was to find a performer who could match the grandeur of the dome rather than be overshadowed by it and, after much searching, we finally found him.
Shenzo Gregorio is a classically trained violinist who has mastered some of history’s most famous and complex compositions. The twist is that Shenzo performs these masterpieces while suspended in the air – twisting, tumbling and flying through the air at heights that would make your stomach flip.
For three days in June, three times a day, Sydney shoppers were shocked, moved and delighted by Shenzo’s death defying, highly energetic performances within the QVB dome. The crowds grew with each show, with the final performance seeing people spilling out the doors in their attempt to catch a glimpse of the famous flying violinist.
The campaign also caught the attention of Australian media, with Channel 9 and Channel 10 News both running stories following the first show, and 7PM Project and the Weekend Today Show both crossing live from subsequent performances. The pictures ran across some of the biggest news websites in the country, including news.com.au and all metropolitan and regional Fairfax websites, and Shenzo also flew across the front page of mX newspaper.
The events also made international news headlines – the UK’s Daily Mail online and Metro newspaper, the LA Times and New York Post online, and China Daily to name but a few – all running pictures of the impassioned virtuoso serenading Sydney from high in the QVB sky.
As published by B&T. Pic by @RonMincheff
There has been huge excitement in Cannes around the awarding of the PR Lions Grand Prix to NAB’s ‘Break up’ campaign, which without doubt sends a very public signal to the world that Australia can produce work deemed excellent at an international level. Bundaberg Rum’s ‘Watermark’ project was also awarded twice, another outstanding home-grown program.
It took two twelve-hour days for the panel to agree both the shortlist and then select the winners, which came after three days spent reviewing the 500 odd entries from the 890 that made it past the preliminary stage.
The process was long and it was meticulous; it provoked hours of discussion and debate, which was to be anticipated with a room full of fervent PR professionals from all around the world.
Nothing was considered at face value. Debate raged around measurement and evaluation; the appropriateness in this day and age to still be judging success on the reach of a campaign or equivalent advertising value. PR agencies need to step away from such rudimentary calculations and challenge clients to invest in properly understanding the effects of their investment; the behavioural changes and real world commercial outcomes.
There is much talk in Cannes today about the lack of representation of work produced by PR agencies. There are several factors contributing to this situation. Firstly the value of earned media has finally resonated; communications campaigns simply cannot be wallpaper, nor a one way broadcast. They should prompt conversations and compel consumers to want to engage. So PR ‘thinking’ is increasingly sitting at the heart of through the line communications and this is fantastic to see.
What potentially gives advertising agencies the upper hand in awards like these is a little more sophistication when it comes to evaluating effectiveness. The stand out campaign entries were those that demonstrated a genuine and tangible outcome and due to the budgets clients spend on advertising, there is simply more inclination to invest in getting a clear understanding of campaign impact. I think it is also important to acknowledge that PR agencies are simply not experienced at putting together awards submissions that effectively communicate their achievements.
Being in its third year, the PR Lions is very much in its infancy still and it was apparent that PR agencies are grappling with the level of sophistication required of an entry to capture the hearts and minds of the judges tasked with attempting to grade excellent. But these things aside, we should be very proud of the recognition given to such fine Australian work and my congratulations go out to the teams bringing home the silverware.
There has been huge excitement in Cannes around the awarding of the PR Lions Grand Prix to NAB’s ‘Break up’ campaign, which without doubt sends a very public signal to the world that Australia can produce work deemed excellent at an international level. Bundaberg Rum’s ‘Watermark’ project was also awarded twice, another outstanding home-grown program.
It took two twelve-hour days for the panel to agree both the shortlist and then select the winners, which came after three days spent reviewing the 500 odd entries from the 890 that made it past the preliminary stage.
The process was long and it was meticulous; it provoked hours of discussion and debate, which was to be anticipated with a room full of fervent PR professionals from all around the world.
Nothing was considered at face value. Debate raged around measurement and evaluation; the appropriateness in this day and age to still be judging success on the reach of a campaign or equivalent advertising value. PR agencies need to step away from such rudimentary calculations and challenge clients to invest in properly understanding the effects of their investment; the behavioural changes and real world commercial outcomes.
There is much talk in Cannes today about the lack of representation of work produced by PR agencies. There are several factors contributing to this situation. Firstly the value of earned media has finally resonated; communications campaigns simply cannot be wallpaper, nor a one way broadcast. They should prompt conversations and compel consumers to want to engage. So PR ‘thinking’ is increasingly sitting at the heart of through the line communications and this is fantastic to see.
What potentially gives advertising agencies the upper hand in awards like these is a little more sophistication when it comes to evaluating effectiveness. The stand out campaign entries were those that demonstrated a genuine and tangible outcome and due to the budgets clients spend on advertising, there is simply more inclination to invest in getting a clear understanding of campaign impact. I think it is also important to acknowledge that PR agencies are simply not experienced at putting together awards submissions that effectively communicate their achievements.
Being in its third year, the PR Lions is very much in its infancy still and it was apparent that PR agencies are grappling with the level of sophistication required of an entry to capture the hearts and minds of the judges tasked with attempting to grade excellent. But these things aside, we should be very proud of the recognition given to such fine Australian work and my congratulations go out to the teams bringing home the silverware.
We’re looking for a Senior Community Manager legend to join the digital team here at One Green Bean.
We manage social media for an eclectic mix of top-shelf brands that we’ve done some pretty cool work for over the last 12 months. If you’re a multifaceted, ultra-talented digital Swiss Army Knife that secretly harbours editorial instincts and ambitions, contact us.
The scope and opportunity is huge – but straight up, we need someone with a proven track record of success and community building with high profile brands. Digital production knowledge and solid analytic and reporting skills would be a bonus as is a good line in puns and a passion for all things social, digital, cultural and other crunchy stuff.
Interested? Contact hireme@onegreenbean.com.au
We manage social media for an eclectic mix of top-shelf brands that we’ve done some pretty cool work for over the last 12 months. If you’re a multifaceted, ultra-talented digital Swiss Army Knife that secretly harbours editorial instincts and ambitions, contact us.
The scope and opportunity is huge – but straight up, we need someone with a proven track record of success and community building with high profile brands. Digital production knowledge and solid analytic and reporting skills would be a bonus as is a good line in puns and a passion for all things social, digital, cultural and other crunchy stuff.
Interested? Contact hireme@onegreenbean.com.au
We love all things social here at One Green Bean and towards the end of last year we had our sights set on the phenomenon of ‘social buying’. Our friends at Toyota were interested as well and we were tasked with developing a social buying initiative that combined the selling of a car with social media.
We really liked the idea of “Likes” and shares having an actual $ value beyond the normal WOM currency. Uniqlo “Lucky Counter” had used this to great effect as an ongoing platform using Twitter and Generous Skoda had used it as an effective recruitment tool for their Facebook Page.
For Like My Ride, we decided on a third way. Our objective wasn’t to recruit numbers for the Toyota Australia Facebook page, but to raise awareness about the launch of Toyota’s new FJ Cruiser. We decided to go for the third party “Like”, where the user “Liked” the FJ Cruiser rather than a Facebook Page. This action pushed out a story out to newsfeeds rather than just a “X likes Toyota Australia”.
This approach also helped keep the experience clean and contained on one content-rich page. To add even more value to the experience, we also included a feature where each “Like” helped unlock additional extras that would be thrown in with the final purchase. And to ensure a seamless user experience without any pauses, we let anyone get the price down AND enter the draw for the chance to win the car at the reduced social price.
This approach rewarded us with instant success. We quickly reached 3,000 “Likes” organically (that is – no ad spend whatsoever). Our maximum target of 4,000 ”Likes” was reached before the end of the campaign, with half of those then going on to enter the competition (providing Toyota dealers with a whole bunch of hot leads). The pre-populated Tweet option also helped the message spread on Twitter, with buzz around the campaign remaining persistent throughout the campaign (and even going global).
Most importantly – we sold the vehicle, with the lucky winner jumping at the chance to purchase the FJ Cruiser. And the type of extras he asked to be thrown in with the deal indicated that this FJ is going to be spending a lot of time out where it belongs…on the trail.
Check out the “Like” My Ride website.
We really liked the idea of “Likes” and shares having an actual $ value beyond the normal WOM currency. Uniqlo “Lucky Counter” had used this to great effect as an ongoing platform using Twitter and Generous Skoda had used it as an effective recruitment tool for their Facebook Page.
For Like My Ride, we decided on a third way. Our objective wasn’t to recruit numbers for the Toyota Australia Facebook page, but to raise awareness about the launch of Toyota’s new FJ Cruiser. We decided to go for the third party “Like”, where the user “Liked” the FJ Cruiser rather than a Facebook Page. This action pushed out a story out to newsfeeds rather than just a “X likes Toyota Australia”.
This approach also helped keep the experience clean and contained on one content-rich page. To add even more value to the experience, we also included a feature where each “Like” helped unlock additional extras that would be thrown in with the final purchase. And to ensure a seamless user experience without any pauses, we let anyone get the price down AND enter the draw for the chance to win the car at the reduced social price.
This approach rewarded us with instant success. We quickly reached 3,000 “Likes” organically (that is – no ad spend whatsoever). Our maximum target of 4,000 ”Likes” was reached before the end of the campaign, with half of those then going on to enter the competition (providing Toyota dealers with a whole bunch of hot leads). The pre-populated Tweet option also helped the message spread on Twitter, with buzz around the campaign remaining persistent throughout the campaign (and even going global).
Most importantly – we sold the vehicle, with the lucky winner jumping at the chance to purchase the FJ Cruiser. And the type of extras he asked to be thrown in with the deal indicated that this FJ is going to be spending a lot of time out where it belongs…on the trail.
Check out the “Like” My Ride website.