Despite its natural beauty, great lifestyle and boundless opportunities, NT was seeing a decline in interstate migration. QLD however were seeing the opposite, experiencing the highest level of migration in Australia, mainly from the likes of VIC and NSW. Given the Northern Territory had the same lifestyle offering and even better job opportunities we needed to steal some of their share. Research suggested there were two drivers of getting someone to move, career and lifestyle. We knew that jobs that were available in the NT had similar salary-levels as in Sydney and Melbourne so earning ability was not a barrier. We also knew that the weather was much better in the NT. The perfect work/life balance.
We created a digital campaign, geo-targeting only residents of Sydney and Melbourne.
A unique creative approach saw the advertising change depending on the local weather, with dynamic display banners powered by a metadata feed from openweather.org via an open API. So, if it was raining in Sydney, we ran advertising showing the sunny NT. If it was cold in Melbourne, we showed the warm temperatures in the NT. We showed cold wet commuters what their lives could be like in the NT!
- 11,000,000 impressions across Melbourne and Sydney
- Unprecedented 44% conversion rate during rainy, cold wintry mornings in Melbourne