Introduction
Established in 2013, the State Brand has become a trusted mark of a great South Australian business. Local brands can use it to take advantage of loyal local support or simply tell the world that they're proud to come from a place that values quality products and service.
Challenge
This highly recognisable brandmark had become a victim of its own success, with some service-based businesses unsure whether they could use it or not. Brand SA needed an eye-catching social campaign to show that applying the State Brand is a free and simple business decision that results in local support for every type of business.
Strategic creativity delivered
Make it your business.
Our 'Make it your business' campaign handed ownership of the State Brand over to all kinds of local ventures with emphasis on local services and industry. We created playful and surprising visuals to maximise cut-through. The campaign’s hero image of a sheep with the State Brand mark shorn into its wool injected a big dose of surreal personality and quirk that made people look twice.
SUCCESS
Results that are hard to ignore.
Impact has been significant with more than a sixfold increase in new monthly business registrations during the campaign.