A successful landing for the Austrade Landing Pads Program
Client
Australian Trade and Investment Commission
Year
2019
Services
Digital Advertising Creative
Social Media Creative
Content Creation
Copywriting
Display Banner Ads
The Brief
The Australian Government’s Landing Pads program helps market-ready startups and scale-ups to take their business global. Austrade currently manages five Landing Pads located in Berlin, San Francisco, Shanghai, Singapore and Tel Aviv.
Austrade came to us because they wanted to run a successful digital marketing campaign. Their goal was to increase the number of applications for their services. But they weren’t sure how to reach the correct audience, or what the campaign should look like.
Our Approach
Through produtive collaboration between Content Smith and Austrade, an approach around utilising online banners ads was decided to create impact while simultaneously supporting other digital efforts. The banners would be clean, precise and direct. We wanted to convey Austrade’s simple message, with a friendly and familiar aesthetic.
So for each banner, we crafted strong headlines with catchy copy and created tile content with strong calls to action. Moreover, our campaign included a homepage buyout of Smart Company’s website.
The creative had to be concise so our copy was clear: “Take your scale-up to Berlin. The gateway to the world’s largest single market.”
The Results
Once the banners had been created, we had to be strategic with our execution. Not only did the banners appear across the entire Smart Company’s homepage, but they also appeared on the half-page of the partner content article pages. The half-page approach came from us wanting to utilise these strong creatives across as many pages as we could without oversaturating our messaging.
Content Smith has strict Austrade branding guidelines to stick by, but we still added our own personal Content Smith touch and flare. We also designed social tiles in different sizes for LinkedIn, Facebook, Twitter and Instagram.
With Austrade, we produced two sets of digital advertising banners, that resulted in a successful campaign. Minh Cao from Austrade said, “It has been a great pleasure working with Stephanie and her team to produce digital content/assets for our Landing Pads initiative at Austrade. The Content Smith team offered what we needed, they are switched on, creative and very professional. We are happy with the end products and will surely engage the team again in future projects.”
Minh Cao, Advisor, Digital Technologies