As vaccination numbers rose higher, it was clear that a substantial number of laggards would require specific motivation. Building on the massive brand equity established for ‘Roll up for WA’, this next iteration of the campaign was designed to rise above the noise and achieve creative cut-through.
We wanted to separate emotional and rational messaging, using empathy to suggest why getting vaccinated was the right thing to do.
This next stage utilised all the existing brand components but through a unique creative execution, supported by Louis Armstrong’s ‘Wonderful World’ soundtrack (re-recorded using WA local Stella Donnelly and the amazing WA Symphony Orchestra), this next phase targeted specific personas of people with strong:
– Family focus and values
– Lifestyles focus and values
For this group of the community, WA’s closed border, and protected life was relatively normal but they needed to be reminded that they were missing out on important travel – domestic and international, life experiences with family and friends and specific lifestyle events such as festivals, arts, culture, sports experiences and more.
Massive cut-through was achieved and this
drove another wave of vaccine acceptance across