Direct > Use of Direct Marketing

SPOTLIGHT

LEO BURNETT SYDNEY, Sydney / AUSTRALIAN BUREAU OF STATISTICS / 2012

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Overview

Credits

Overview

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Instead of telling our audience to participate in the Census, we decided to concentrate on something we knew they cared about – themselves. So we created Spotlight – a personalised, animated film that shows how all that data relates to each of them as an individual. Spotlight uses existing Census data to create a story about each visitor to the site – who they are, where they live, where they’re from and what they do. And once they’re finished, the site creates a unique infographic for each user and prompts them to share their story with their friends, generating more momentum for the campaign.

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A Census is held once every 5 years in Australia. The primary objective of the Census is to get as many people as possible to participate – higher participation ultimately results in better quality data. Unfortunately research showed that for the general population, the Census is seen as little more than an obligation, and indicated a worrying trend in one group in particular – Gen Y Australians – actively choosing not to participate. We needed to show them that the Census is relevant to them, not a bureaucratic exercise.

Effectiveness

In just a few short weeks, and without paid media support, this government website about statistical data was visited by more than a quarter of a million people, each spending on average more than 4 and a half minutes with the content. More than 37,600 personalised infographics were generated and shared online with over 61,500 views and 4,500 'likes'.

And while official Census participation rates won’t be released until later this year, data from Spotlight indicates that more than half of our visitors were from Gen Y, showing that our previously disinterested target were now actively engaging with us.

Relevancy

For the Census, data is their product. So there’s no more relevant way for us to communicate with our audience. But by taking this data and making it engaging – through use of animation, humour and storytelling – we changed how people perceived the Census and helped them understand how those raw numbers ultimately guide decisions that affect their own lives and futures.

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