Background and objectives
In 2012 Perth was in a population boom, driven by mining and immigration. With infrastructure struggling to keep up with demand on public and private amenities the State Government embarked on multiple major infrastructure developments. Individually, they were designed to meet the State’s growing needs, collectively they were part of a vision; a plan to transform Perth into a more vibrant, connected city.
The challenge
Perth became a massive construction site and the public were frustrated and unaware of where they could find information regarding traffic and transport disruption.
The challenge was to create a whole of government communication framework to inform, inspire and educate about these major infrastructure projects.
A big idea was needed to present the projects as a unified State Government strategy handled by various government agencies, including MRA, Departments of Transport, Health, Planning, Sports Recreation & Culture and Landgate.
– Elizabeth Quay
– Perth City Link/Yagan Square
– Riverside
– Optus Stadium
– Fiona Stanley Hospital
– Perth Children’s Hospital
– Gateway WA project
– Forrestfield-Airport Link
– New Museum
The solution
Our approach had to connect the projects and bring them under a single idea. This needed to encourage the audience to think bigger and see the projects at the scale they would become. A scale that would impact lives, create jobs and change the way people live.
The brand identity and language surrounding “Bigger Picture” thinking was borne.
The launch TV commercial was based around authenticity of message, using realistic local characters to tell our story in
a credible sincere way linking the projects together. “It’s all part of the bigger picture” became part of local vernacular.
The campaign extended across all media including the creation of a central website taking feeds from multiple transportation stakeholders to provide a one-stop information portal. Over 4- years the approach became more layered and strategic as it leveraged clever partner relationships, promoted user generated content and engaged with the community on an ever more personal and interactive level.
The outcome
The campaign achieved unprecedented awareness, research established that levels of engagement and understanding achieved. Over 8 waves of research continually demonstrated a positive perception and support, and excellent message understanding for the campaign.
The Bigger Picture website became the place to gain information regarding major infrastructure projectsand keeping up with live traffic mapping information. The campaign successfully extended through multiple government agencies.
The brand identity was so successful it was adopted by Department of Finance and even utilized across all Building, Maintenance & Works projects. Bigger Picture branding and messages were seen on every construction site across the state with Rare’s delivering the most comprehensive and sophisticated hoarding strategy ever run in Western Australia.
