Experiential Effectiveness

Sydney Confidential Relauch The Daily Telegraph 2010

Client Need

To engage Sydneysiders with Sydney Confidential’s 10th Anniversary, in particular it’s enhanced brand identity and online presence.

Responding Strategy

An integrated campaign, comprising of transit, experiential and online activities was developed to engage the streets of Sydney and form the nucleus for viral activity.
Experiential Strategy

Transmarketing utilised the “street level” engagement of scooter transit media, by adding a ‘celebrity’ scene complete with models and paparazzi to uncover Sydney’s next A-listers. Supported by offers and giveaways, the models encouraged Sydneysiders to have a celebrity photo taken, which can be view on the new look Sydney Confidential website.
Online Strategy

‘Vote online for your favourite photo and decide who is Sydney’s upcoming A-lister’. Working directly with the News Limited Digital department, Transmarketing created an online gallery with voting functionality seamlessly connecting to social media streams.
The Results

Viral activity ensured exponential visitation to the new site. In the first week of the campaign, every photo is already bringing on average an additional 30 extra visitors to the website.