Best Advertising Online Campaign

RSVP aimed to create a fun and viral promotion to create buzz for the brand and also reach out to multiple target audience segments under the one concept. The integrated campaign was seeded through the RSVP site, online banners and encourgaed both viral promotion and WOM via a custom built microsite. RSVP created a PR buzz around a survey which claimed that 'tradies' are the new black in dating, and with the changing economic climate and the demise of the metrosexuals - women were lining up to date tradies. In line with the objectives of aligning the brand with humour and fun, driving de-stigmatisation of the RSVP brand and promoting advocacy, a microsite for Hottest Tradie was developed. The elements of the campaign allowed us to talk to both females and males and to successfully extend our communication and PR campaign over the entire 8 weeks to align with various stages of the competition. RSVP is challenged by the fact that the target audience is very broad. This campaign leveraged humour to appeal to both genders, a wide band of age segments and to break into a highly mobile target audience segment (blue collar trades ) who are often more difficult to reach due to the fact that their access to computers during the day is often very limited.
The campaign has been an overwhelming success - over 1500 entries for the competition and the site generating 1 million PI's and 180,000 UV's. We estimate the PR value to be in excess of half a million dollars to date.

Contributors:

Marketing Director:	Lija Jarvis
Events and Promotions :	Sophie McRae
Content Manager:	Natalie Godward
PR Manager:	Steve Riethoff
Account Manager:	Louisa Coleman
PR Manager:	Kate Wearne
Account Director:	Susan Coghill

RSVP.COM.AU

Location: Australia