Dulux required a modern logo and a brand look book to capture the sophistication and elegance of their Venetian Plaster brand. The result was a simple yet thoughtful logo, and a high end book that takes readers on a creative journey to explore the endless possibilities of the Venetian product.
Metricon ‘Love Where You Live' Brand Ad. The world is locked down, living at home, confused and worried? Time to shy away from hard sell, just relate. Show that your brand understands the world as it is right now, and let people know that as the market leader you are doing everything you can to keep everyone's life moving forward hopefully, with a positive and optimistic energy focused on the family.
Magnum Opus Partners were approached to bring the new brand to life for the launch. We created a film that captured the essence of the Melbourne based Real Estate company.
BildGroup (formally Bitu-mill) approached MoP to look into a complete rebrand. We started with a name change to represent more of what the company now does and then look at all their subbrands. The outcome was a comprehensive brand guideline, which meant updating all their internal and external collateral.
Brief
Loan Gallery is one of Australia's most successful independent finance brokerages, operating across a wide range of first home buyers, second-home buyers, and also in the knockdown and rebuild marketplace. The aim was to refresh the brand with a new website and position them as the number one loan broker in Melbourne.
Strategy
The campaign consists of a cast of animated characters with 'Lenny' being the main spokesperson of the brand. A number of executions will be rolled out across different mediums to showcase different messaging, depending on the platform and the target audiences.
Results
It’s early days, but stakeholder and public feedback have been positive.
Brief
Homesolution by Metricon offers a range of services to cater for all types of first home buyers. They wanted to position themselves as the first place first home buyers should go, no matter what type of first home buyer they are.
Strategy
Position Homesolution by Metricon as the ‘First choice For First Home Buyers’. We used consumer insights to create four 15sec spots targeting a younger demographic.
Results
The campaign launched on January 6th and will run all year.
THE CHALLENGE
Most racing clubs throughout the Spring Carnival solely on the fashion and entertainment side of the racing - essentially inviting people to join a great big party. All well and good, but just “doing the same” means the market gets very cluttered and it’s very hard to stand out from the crowd. Not what the Valley needed.
STRATEGY
For The Valley, specifically, focus solely on what the Spring Carnival should really be about - racing! The Cox Plate Carnival at The Valley is different - it is known as one of the best WFA races in the world, with the best horses competing. So we put all our money on Winx with our campaign ‘Legendary’, celebrating past and present horses that have made history. And we combined that with stunning graphics and design.
RESULTS
Cox Plate Day sold out the week before the big day, with record attendance. The Manikato Stakes the night before also achieved a record crowd. 44,422 patrons walked through the turnstiles. A big part of this was the creative design of the campaign - bold, unmissable, and celebrating Winx’s remarkable achievements.
Brief
The construction industry accounts for 16% of work fatalities and 11% of serious injuries. We needed to find a way to keep safety top of mind and bring it into the homes and lives of employees at Winslow.
Strategy
We designed the Winslow ‘My Family-My Safety’ children’s book. A book about why safety is so important for both our ‘work family’ and our families at home. This book is designed to keep safety top of mind both on site, and at home.
An important campaign which we were awarded in a competitive pitch. Magnum Opus is on the Victorian Government advertising agency panel.
Carefully targeted against the core problem market - young men - the Melbourne based campaign immediately makes a strong and emotive argument against the carrying of weapons, which are often employed spontaneously where the consequences for both perpetrator and victim are not clearly foreseen in advance. Agency prepared poster advertising, radio advertising, and online ads.
Who knows what a nurse's life is really like? Answer: nurses. So if you want to recruit more nurses to a public health system seeking to recover from years of decline, why not let nurses tell their story for themselves?
That's what Magnum Opus did, giving video cameras to nurses to film their own activities and comment on their life. Then we created a standout two-minute TV commercial with an incredibly emotive opera track as the background - in Italian - to capture the emotion of their lives, and their single-minded dedication, interspersed with nurses talking "on the job". It remains the only recruitment campaign for public nursing in Australia's history that ever achieved its target.
THE CHALLENGE
A major regional dental practice wanted to increase their visibility in their local market, but at the same time to raise awareness of their advanced cosmetic dentistry skillset, and prompt more people to enquire. Our agency was approached to tackle the marketing problem.
STRATEGY
Based on a strong strategic approach developed using MOP’s bespoke brand methodology, the goal was to target people who were both psychographically inclined to find out more, who were in the right demographic to be able to engage with the proposition. MOP’s brand insight was that people who are concerned about their “look” are just as likely to consider their smile as a major fashion item as they do their clothing, hairstyle or other accouterments. Accordingly, a deliberately fashion-oriented campaign was created utilising TV and targeted online, showing a wide variety of consumers celebrating their new smile and what it’s done for their public persona and confidence.
RESULTS
After a very successful launch, on-going enquiry continues to be considerably above pre-advertising levels. Our agency continue to over see all advertising activity.
Brief
Target consumers (young adults) for whom home ownership seemed an impossibility, with the task of encouraging them to apply anyway. A finance solution was devised to allow them to overcome their deposit deficiency, and we needed to communicate this to our consumers.
Strategy
A series of humorous and insightful text conversations designed to inspire the thought of buying a first home. Using conversational insights from girlfriend and boyfriend, mother and son and housemates to resonate with a broad set of first home buyers.
Results
The new media channel mix since the start of July has resulted in an approximately 30% increase in leads compared to June and previous months, and at a slightly lower cost.
Brief
Animal Welfare Victoria were introducing a new multi-phase initiative to help protect our cats and dogs in Victoria called the Pet Exchange Register (PER). Animal Welfare Victoria is ensuring all Victorians know where their pets come from and encouraging people to choose wisely.
Strategy
The strategy was above all to make this a feel good story, focused on the beneficial effects on the animals concerned. To announce this change to all key markets including Vets, breeders and the broader community, we colour coded executions to segment and change the messaging accordingly. Online, social, print were all used to get the message out to the public.
Results
It’s early days, but stakeholder and public feedback has been positive.
BRIEF
Re-launch Phone Names in Australia.
STRATEGY
Telstra Phone Words - the market leader in this space - is well known, so the purpose of making words into phone numbers is well understood by the market. That meant we didn’t need to explain what the business does, just “get it on the radar” with its bigger competitor. We decided to use humour to stand out. In a clever twist, when calling the numbers on the outdoor ads, callers would actually be put through to the Phone Names business.
RESULTS
Incongruous and funny talent contrasted with his activity was very eye-catching. The ads were deliberately kept very simple. Awareness of the Phone Names offering was substantially increased in a “short, sharp” low-cost campaign.
Over the years MOP has developed creative strategies for major residential projects for some of Australia's largest developers. Clients include Metricon, Australand (Frasers Property) and The Becton Group.
We have created and produced a variety of integrated campaigns, including national TV and radio commercials, digital applications, outdoor and high-spec printed collateral.
THE CHALLENGE
Night Racing at The Valley competes with every other form of entertainment on a Friday night. We were also faced with the challenge of launching the rebrand of The Valley.
STRATEGY
We created an integrated campaign that targeted the younger entertainment seeker. Using the new brand guidelines, we created a consistent look and feel.
RESULTS
It’s early days but the reaction to the new brand and Night Racing campaign has been positive.
BRIEF
The Valley had an identity problem, with multiple logos and brand inconsistencies. Moving towards the re-development of the racecourse, they wanted a modern look that suited them today and set them up for years to come.
STRATEGY/CREATIVE
Using The Valley as the consumer-facing brand and Moonee Valley Racing Club as the holding company, MOP created a mix of a house of brands and a branded house.
RESULTS
We have created an allied brand that takes The Valley into the future. Simplifying their offering across all their brand platforms. It’s currently being rolled out over the Night Racing Season.
A critically significant and highly-praised high impact campaign which we were awarded in a competitive pitch because Magnum Opus is on the Victorian Government advertising agency panel.
By making the amount of time it takes a small child to drown in a pool, a river, or even a bath the core component of the advertising, which spanned TV, radio and posters, the agency communicated a vital piece of public safety information in an easily understood and simple to remember manner.
THE CHALLENGE
To get the attention of first home buyers by presenting the HomeSolution by Metricon offer of ‘double the grant’ in an eye-catching manner. The deal means Metricon match the $10k First Home Owner grant from the Government giving people a head start of twenty grand towards their new home. ($30k in regional areas.)
STRATEGY
Create “AB Tested” Instagram stories with deliberately quirky headlines relating to the target audience. Interested to create leads, but also to positively affect the brand image to make it more “friendly” and appealing to the age group most represented in first home purchases.
RESULTS
The results were great, generating a small but steady flow of leads per week for a very low cost. In such a high-value segment it certainly was very effective! ROI very significant.
Campaign continues.
Promoting Kilvington’s brand tagline as “Small enough to care, big enough to excel", MOP created a script that plays up to that statement and captures the essence of the school.
This new brand commercial for Kilvington Grammar School is going live on Catch Up TV (Ten Play, 9 Now, and 7Plus) for 4 weeks!
Brief
Metricon’ prides itself on being a big builder that “thinks local” in Regional Victoria, employing local people in sales, administration, client liaison and building homes. This commitment to the communities in which they do business is captured in this campaign, currently in its third successful year.
STRATEGY
Show local people in a variety of roles from each of the regions of Victoria who have built a successful career with Metricon, and show how their company helps local people in the regions to truly love where they live.
Results
Research shows that the campaign has played a pivotal role in consolidating Metricon’s position as the leading supplier of new homes in Regional Victoria.
THE CHALLENGE
Moonee Valley Racing Club wanted to expand their well-respected catering offering to a wider market and focus on big off-course events in need of world-class support for their entertaining.
STRATEGY
Based on a strongly strategic approach developed using MOP’s bespoke brand methodology, the goal was to create a completely new name and business for the catering service that said “leading edge quality for discerning people”. Dean & McPherson, named after the intersecting streets where Moonee Valley Racing Club is geographically located, thus has a strongly “upmarket” tone and look that was greeted enthusiastically by staff and clients alike.
RESULTS
After a very successful launch catering for the at the World Cup of Golf, Dean & McPherson is now set to be a big player in the catering industry, focused on major corporate entertaining where there is an absolute need for style, professionalism and imagination.
Brief
Traditionally Metricon’s biggest single promotion of the year in Victoria, with 18 of their leading suppliers they offer huge luxury bonuses to their customers across the Summer period.
STRATEGY
This campaign showcases everything great about Metricon, with a great soundtrack providing an emotive overlay to the lifestyle footage of people enjoying their new Metricon home. Playing off Metricon’s tagline ‘Love where you live’ we used the famous Burt Bacharach and Hal David song “Look of Love” and re-recorded it with a modern feel.
Results
The new campaign has again seen immediate acceptance with the public, with strong enquiry everywhere.
Magnum Opus Partners was Moonee Vallery Racing Club’s Melbourne Advertising Agency for over 10 years, creating stand out campaigns for their flagship race Cox Plate.
This was the final advertising campaign that we created for the Club.
In conjunction with Homelessness Prevention Week, we teamed up with local charity Avalon Centre to help their Homes For The Homeless initiative.
Thanks to all parties that made this film possible; Patrick Harvey for lending his voice, Paul McCosh for sound design and of course the wonderful actor Meg Langton.
Budget Trucks Radio - Pommy Git
BRIEF
To revive the hugely well-known and well-liked “Pommy Git”/"Mr Budget" radio commercials for truck rentals last heard ten years ago with current offers.
STRATEGY
Using the previous long-running campaign as a guide, the new scripts simply bring the characters and the deals bang up to date. The essential charm and comedy of the performances has been retained.
RESULTS
Immediate recognition and response in both Brisbane and Melbourne markets. Strong enquiry.
The Cox Plate Carnival at The Valley is very different from the other Spring Racing headline events - the Cox Plate itself is widely believed to be the best WFA race in the world, and it holds a unique position in the Australian racing calendar.
And in recent years, of course, it has been a huge news item through the efforts of the remarkable Winx, who has now won the race a record-setting three times, and this year is returning to try and secure an historic and unprecedented fourth W.S. Cox Plate win.
Again leading with their well-established campaign line - ‘Legendary’ - the new ad campaign truly sums up what this Carnival is all about. The Carnival is actually two amazing race days back-to-back - which is also unique - kicking off with the marquee Ladbrokes Manikato Stakes on the Friday night under lights, and then culminating on Saturday with the race where legends are made - the Ladbrokes Cox Plate.
Samsung Electronics Australia hosted an exclusive educational event at Parliament House in Canberra on 5G technology and the transformative impact it will have on the Australian economy.
5G will revolutionise the way the world does business. It will inspire new ways of working that will achieve an estimated $73 billion in Australian 5G enabled sales across all industries by 2035. This new network, capable of delivering speeds up to 100 times faster than current 4G, will touch all areas of our economy and society. It will enable driverless cars and facilitate virtual and augmented reality in classrooms and hospitals. In our homes, 5G will unlock the seamless connectivity required for the Internet of Things.
THE CHALLENGE
Night Racing at The Valley competes with every other form of entertainment going, including just staying home and watching Netflix. So we created a spot to absolutely seize the attention of young male and female sports fans and motivate them to choose to go to the racing over visiting a pub or other sporting events, or just doing nothing.
STRATEGY
We created an integrated campaign that included a heavy radio presence, online, social and outdoor. We aired the radio from Wednesday to Friday when patrons might start planning the weekend.
RESULTS
Record crowds throughout the racing season.
BRIEF
Tell Australia just how fast their internet actually is - and what that means to everyone.
STRATEGY
With an offering that literally blows their competition away, this launch TVC spot for Spirit (supported by eye catching posters) clearly tells the core message in a simple uncluttered way. So if you think ‘the big boys’ are the ones to deliver you the best internet, ‘Think Again’.
The use of bright primary colours “literally” exploding with excitement was (and is) emblematic of the Spirit offering. Click on the cinema spot and be ‘blown away”.
RESULTS
The carefully-targeted cinema and outdoor ads provoked a jump in awareness and very strong enquiry. The graphic design of the work played a major role in the success of the campaign.
Victoria is much bigger than just Melbourne, and Metricon's business is much bigger than just Melbourne, too. As the number 1 builder in Australia and a leading player in Regional Victoria specifically, with sales offices and displays dotted all over the State, Metricon wanted a new brand spot that talked about their unique relationship with local communities. Also projected in radio and print, and at POS.
An socially-sensitive and significant campaign which we were awarded in a competitive pitch because Magnum Opus is on the Victorian Government advertising agency panel.
Working around the core idea of "Think about what you're really gambling with", materials had to balance the need to convey harm minimisation messages without appearing to be "finger wagging" and producing a resentful response from the core target. It also played an important role in broadening community understanding of problem gaming generally.
Leading civil construction company Winslow Constructors are taking a bold step to raise awareness of mental health conditions within the construction industry by painting a huge Hitachi ZX360 excavator blue to support mental health organisation beyondblue.
This new initiative raises awareness about the tragic reality that Australian construction workers are more than twice as likely to die by suicide than workers in other industries.
Posters, social and wallet cards were applied across the Winslow work place to raise awareness of mental health conditions within the construction industry.
Magnum Opus Partners is a creative agency based in Melbourne, our overall strategy is collaborating.
BRIEF
A re-brand for successful financial services and advice group Akambo.
STRATEGY
This marketplace is all about having confidence in the advice you are receiving. So using strong colours with a bold new corporate identity allowed Akambo to stand out over their competitors in the market, as well as communicate authority.
RESULTS
A brand story that everyone can all buy into - advisors, staff, customers and influencers. A new logo, website, business cards and corporate brochure showcase the new look and feel, and gives the business the flexibility to promote different divisions with one consistent feel.
Summer excitement again as MOP help Metricon Homes and their partners to launch a major summer promotion for the third year running - the new “Get the Love” promotion launches with new TV commercials in Melbourne Metro and Regional Victoria, plus posters, brochures, online, radio and more.
THE CHALLENGE
There’s a lot of “world days” and ‘months” throughout the year but what better day to celebrate the unique work that Teachers do? The goal was to raise awareness of Kilvington Grammar by association with this well-known international event.
STRATEGY
A social film was produced using an ear-and-eye-catching ‘spoken word slam’ format, showcasing teachers and students from the school. Posters were also placed across the school and social.
RESULTS
The feedback and results were amazing for a relatively small school, with over 90,000 views and counting on Facebook since 11 October 2017. The campaign also picked up lots of press from national and international publications.
Red Rock operates some of Australia’s most recognised hospitality and tourism businesses. Among these are Eureka Skydeck – Australia’s tallest Observation Deck, great bars such as P.J.O’Brien’s on the east coast, the iconic Pier Bar in Cairns, and top restaurants such as Frasers in Kings Park Perth, and Melbourne’s famous travelling Tramcar Restaurants.
Red Rock also operates many bars & cafes in Melbourne and Perth’s Domestic & International Airports with venues including Macchinetta Café and Two Johns Taphouse.
THE CHALLENGE
Convince young men to shake off the stereotype of “Aussie blokes” not being able to talk about what’s going on in their lives - and the fact that their lives don’t conform to some simplistic macho stereotype, and that’s OK.
STRATEGY
Create copy and a “look” with a social film and clever headline-based posters that tackle the concept of what it means to be a man. Unusual media choices like street posters got the debate going where it needed to be - on the streets.
RESULTS
The results were fantastic, with all sessions booked out and very effectively raising the profile of the newstart company.
Magnum Opus pro-actively approached the AFL with an idea to boost respect and affection for the umpires who keep the game on track, week in, week out.
The result was a TV campaign that was widely applauded not just at elite level but down throughout the competition as an important contribution to the broader AFL "respect" push.
BRIEF
Communicate that Metricon Homes is the number one builder in Australia and show what that means to their customers.
STRATEGY
A house is not a home. What people do in that house is what makes it a home - the joy people have from family time spent in such beautiful residences. So we continued Metricon’s well-known ‘Love where you live’ campaign but with a refreshed message about Metricon having become the number one builder in Australia. Critically, the messages were kept simple and emotional and were customer-focused, not “chest beating”.
RESULTS
Metricon continues to be Australia’s number one builder - still growing year on year. More people than ever now love where they live. A huge part of this success has been design that shows people enjoying their homes, not just focusing on the homes themselves - beautiful as they are - but focusing on what they help people to enjoy - an unmatched lifestyle.
How do you get 100,000 applications from a population of four million to ask to take on one of the most challenging jobs in town? Answer: employ Magnum Opus to develop one of the most unusual TV ad campaigns ever seen in Australia, with two-minute commercials with no voiceover, marrying "real life" images of police at work, in training, and at leisure, to a standout popular music track.
It remains one of the most successful advertising campaigns in modern Australian history, providing Victoria Police with a huge bank of potential candidates to choose from - and especially women - and also very positively affecting the general public's view of their new, diverse, modern police force.
Bully Zero Australia is a charity that combats bullying in all forms. In this case we partnered with them to create a TV commercial that ran across all major networks.
Soaring high above Melbourne is one of its newest and most iconic buildings, which doubles as an important tourism destination, as popular with the local community looking for an eagle-eye view of their City as it is with interstate and international visitors.
Magnum Opus has brought a series of high-impact campaigns to TV to market this amazing facility.
One of the most successful car ads ever created anywhere in the world for the Saab Brand.
The campaign firmly established Saab in Australia, was shown all over the world, and is still fondly remembered by the public 20 years later.
The theme song to the 30 second TV commercial became so popular people were entering record shops and asking if they could buy it, they couldn’t it was a Magnum original.
What do you do when thousands of people who could afford to be in their own brand new dream home don't even find out how because they believe they are locked into renting forever?
Magnum Opus created a new brand for Metricon Homes as well as cut through advertising that made it abundantly clear that even with a low deposit, you can get into a new home. TV advertising, radio advertising, all print collateral, brand development, online presence, online ads - the works.
We approached Wildlife Victoria to do a social video for World Environment Day, showing their Facebook audience the impact humans have had on the environment and the effect it has on our animals around the world.
Magnum Opus are "car people". Through and through. Cut us and we bleed steel, leather and car style.
Over the years we have been the brand custodians for Nissan, Saab (both in Australia, and internationally), Iveco, Holden Special Vehicles, For Performance Vehicles, and others. Not to mention various layers of the automotive distribution chain, like dealer groups.
We "get" car buyers. Really get them. What's in our heads could be worth millions to you. Just ask.
Another significant campaign which we were awarded to boost tourism activity following widespread bushfires in Victoria.
The goal was to encourage both Victorians and interstate visitors to make more and better use of the huge range of leisure opportunities presented by Parks Victoria, including a website, and special interactive site for children, development of the "Ranger Roo" character soft toy for children, posters, TV advertising, and more.
THE CHALLENGE
Every year Western Health holds a BreastWest Fashion Gala to raise funds to care for women dealing with breast cancer. How do we get people to donate more money to women with breast cancer?
STRATEGY
Create a unique piece of jewellery worth wearing. There are a lot of wearables out in the market but we created a fashion accessory that not only looked good but was made from quality sterling silver. We called it ‘Fashion For Care’.
EXECUTION
We created a film and posters to advertise on the night of the Gala and then set up a website so the general public could then purchase the bracelet.
CHALLENGE
Night Racing at The Valley competes with every other form of entertainment going, including just staying home and watching Netflix. So we created a spot to absolutely seize the attention of young male and female sports fans and motivate them to choose to go to the racing over visiting a pub or other sporting events, or just doing nothing.
STRATEGY
We created an original mix of horse racing and music developed by a DJ, sound engineer and vocalist. First we set out the type of music the younger generation would be relate to. We start off with the sound of horses hooves that slowly turn into a drum beat and then a flow blow house track. Radio was the best medium and airing from Wednesday to Friday when patrons might start planning the weekend. We also played an extended version on race nights.
RESULTS
Record crowds
15% increase over the Night Racing Season
