Post on 19-Aug-2020
(formerly MediaTag’s creative arm)
Specialist OOH creative agency which has gained an international reputation for
high impact ‘3D-like’ creative across traditional and non-traditional media formats.
One stop shop for all creative out-of-home solutions.
Connecting brands with their customers on the ‘pathway to purchase’ and at the
critical ‘point of sale’.
Encyclomedia Australasia is part of Encyclomedia Global. Previously the creative
arm of MediaTag in Australia and New Zealand.
Creative services extend across:
ABOUT US
Online marketing
App development
Augmented reality development
Print broking / management
Full agency capability through
partner network
Campaign creative, production and executionHigh impact ‘3D-like’ ideation and transformation
Ambient and non-traditional strategyPlanning
Managing campaigns
Post campaign reporting
OUR POINT OF DIFFERENCE
One stop shop for all creative out-of-home solutions integrating concept,
creative and strategy development through the use of non-traditional mediums.
Our approach is unconventional which is why it works.
Our ideas make people stop, think and take note.
Our creative executions are ‘works of art’ which get noticed, spark conversation, are
remembered and elicit an appropriate response!
Our campaigns deliver experiences that make brands standout .
Commercialised an ‘art-form’ to offer brands a better quality visual solution.
Medium specific creative executions help validate the choice of media.
Floor media
Window/building wraps
Table/Counter graphics
In-store / POS
Billboards
Street posters
Bus shelters
Car park media
Vehicle wraps
Smart cars
Scooters
Cycle ads
City bikes
Mobile billboards
Moving boards
Bottled water
Graffiti art & guerrilla installations
Coffee cart & coffee cups
Lunch bags & pizza boxes
Bar & club advertising
Sand sculptures
Mobile static light projections
Online / social media
LED digital signage
Promotional staff
Bar coasters
Branded furniture
Sky advertising
Blimps & inflatable balloons
And many more non-traditional mediums
OUR MEDIUMS
Our creative sits best across the following out-of-home media formats:
Encyclomedia AustralasiaAustralia, New Zealand
Encyclomedia AsiaIndia, Sri Lanka, Pakistan, Nepal, Malaysia, Singapore, Philippines
Encyclomedia North AmericaMexico, USA, Canada
Encyclomedia Central AmericaPanama, Costa Rica, Nicaragua, Guatemala
Encyclomedia South AmericaArgentina, Colombia
Encyclomedia Eastern EuropeUkraine
Encyclomedia AfricaSouth Africa
Encyclomedia Middle EastSaudi Arabia, United Arab Emirates, Jordan
OUR GLOBAL NETWORK
Front View Left View Right View
Most other 3D-like creative in the market use the ‘single point focus’ technique called
anamorphosis. This involves stretching an image to give it the impression of being 3D
From one particular angle, it may appear to be 3D, yet from all other angles, it appears
skewed and distorted (see next slide).
Encyclomedia’s 3D-like designs can be seen from all angles without distorting the
image. This is particularly important in the out-of-home and retail environment, where
consumers approach from multiple angles.
OUR CREATIVE
Pavement ‘Chalk’ Art (shown from different perspectives))
ANAMORPHOSIS
HIGH IMPACT / 3D DESIGN
STANDARD CREATIVE
vs.
ENCYCLOMEDIA CREATIVE
STANDARD CREATIVE
ENCYCLOMEDIA CREATIVE
STANDARD CREATIVE
ENCYCLOMEDIA CREATIVE
STANDARD CREATIVE
ENCYCLOMEDIA CREATIVE
From a record number of entrants, this creative was shortlisted as
one of the finalists at the World Retail Awards for best in-store campaign
ENCYCLOMEDIA
DESIGN
FLOOR
GRAPHIC
STANDARD DESIGN
FRIDGE
GRAPHIC
STANDARD CREATIVE VS ENCYCLOMEDIA CREATIVE
STANDARD CREATIVE
ENCYCLOMEDIA CREATIVE
ENCYCLOMEDIA IDEATION
“Sales for 2012 smashed industry benchmarks by a massive 5%”
- David Flanagan (National Marketing Manager, SONY Pictures Home Entertainment)
BILLBOARDS
2nd most sales for a new product launch in Golden Casket’s 25 year history
BILLBOARDS
BILLBOARDS
BILLBOARDS
BILLBOARDS
Sprite overtook Pepsi to become the number 2 soft-drink brand in India
(believed to be a world‟s first; where a non-cola brand has overtaken a cola brand)
BILLBOARDS
BILLBOARDS
BILLBOARDS
BILLBOARDS
BILLBOARDS
BILLBOARDS
BILLBOARDS
BILLBOARDS
OUTDOOR
STREET FURNITURE
STREET FURNITURE
AMBIENT
Sprite overtook Pepsi to become the number 2 soft-drink brand in India
(believed to be a world‟s first; where a non-cola brand has overtaken a cola brand)
AMBIENT
Sprite overtook Pepsi to become the number 2 soft-drink brand in India
(believed to be a world‟s first; where a non-cola brand has overtaken a cola brand)
TRANSIT
FLEET
FLEET
Sprite overtook Pepsi to become the number 2 soft-drink brand in India
(believed to be a world‟s first; where a non-cola brand has overtaken a cola brand)
FLEET
FLEET
Strips were included along the top of the cabinets to reinforce
the message and allow the ’ovens’ to be re-used
(by simply changing the messaging strips).
IN-STORE
IN-STORE
2nd most sales for a new product launch in Golden Casket’s 25 year history
Sticker
Counter mat
Fridge decal
Floor decal
IN-STORE
Window
graphic
IN-STORE
EXHIBITION
FLOOR
Final Art
Printed
Graphic
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
625% increase in sales during execution
This middle line has deliberately been included in this
creative to resemble an elevator that opens from the
middle. Yet, in actual fact, the elevator has
a single door (that opens from the right).
This has been done to create greater impact.
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
FLOOR
Floor DecalsFORECOURT
BUILDING WRAPS
BUILDING WRAPS
BUILDING WRAPS
BUILDING WRAPS
WINDOWS
WINDOWS
WINDOWS
WINDOWS
Supporting POS Posters
Window Decals
WINDOWS
TABLES / COUNTERS
WE LET OUR CUSTOMERS DO THE TALKING…
• Campaign Activity:
• ‘Teaser’ Campaign: What is Instant Scratch-Its next big thrill?
• Purpose: To create intrigue, interest and have customers asking about the „next big thrill‟.
• Mediums: TVC, Outdoor (Billboards) and In-store (Floor Decals, Posters and Dispenser Inserts)
• ‘Launch’ Campaign: $15 Instant Millionaire: Instant Scratch-Its next big thrill is here.
• Purpose: To create excitement, fun and have customers buy one, or two, or three Instant Millionaire Instant Scratch-Its tickets.
• Mediums: TVC, Press, Outdoor (Billboards), In-store (Floor Decals, Posters, Buntings, Dispenser, Inserts, DL Flyers) & Internet
• Campaign Results:
• 2nd most sales for a new product launch in Golden Casket’s 25 year history
CASE STUDY: GOLDEN CASKET
• Bakers Delight approached Encyclomedia to help solve its long-standing
in-store marketing problem.
• The Problem:• Communicating to customers on the front counters that products are
„baked fresh‟ without obstructing the displayed product
• The Brief:• Help position the Bakers Delight brand as „fresh when you want it‟.
• The Solution:• Purposely designed decals were installed over existing glass counters,
visually transforming the space into „open ovens‟. On arriving in store,
baked goods appeared to be emerging from „open ovens‟ freshly baked,
conveying the message – “if the baked goods were any fresher, they
would still be in the oven”.
• The Result:
• From a record number of entrants (10,000+) spanning all corners of the globe,
Encyclomedia was nominated as one of six finalist at the World Retail Awards
for best retail advertising (in-store) promotion.
CASE STUDY: BAKERS DELIGHT
• Encyclomedia executed a marketing campaign for Sony Pictures (for the launch of the 2012 Blu-ray DVD)
• The campaign used floor media throughout 42 Westfield Shopping Centres Australia-wide in March 2010.
• Sony re-allocated its budget for this campaign, shifting its advertising spend from TVC to floor media.
• Floor media accounted for 80% of the total marketing spend for this product launch.
•The result of this campaign :
• “Sales for 2012 smashed industry benchmarks by a massive 5%”
- David Flanagan (National Marketing Manager, SONY Pictures Home Entertainment)
CASE STUDY: SONY PICTURES
• Encyclomedia executed an out-of-home and point-of-sale marketing campaign for Sprite in India in Oct-Nov 2008
• The campaign used 23 media formats, each with a specific creative to target the on-the-move consumer.
• Sprite re-allocated its budget for this campaign, shifting its entire advertising spend from TVC, radio and press to
out-of-home and point-of-sale.
• This re-allocation of advertising spend lead to a cost reduction on Sprite‟s media spend by 60% (by shifting from
traditional mediums to the out-of-home and point-of-sale mediums).
• The result of this campaign :
• Sprite overtook Pepsi to become the number 2 soft-drink brand in India (we believe this to be a world‟s first;
where a non-cola brand has overtaken a cola brand) – see market share table and graph below
Soft Drink Brand
Sep-08 (pre-
campaign)
Dec-08 (post-
campaign)% Change
Thumbs Up (Coca-Cola) 16.4% 16.2% -0.2%
Sprite 13.6% 15.6% 2.0%
Pepsi 14.6% 13.0% -1.6%0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Sep-08 16.4%
Sep-0813.6%
Sep-0814.6%
Dec-0816.2% Dec-08
15.6%
Dec-0813.0%
Sep-08 (pre-campaign) Dec-08 (post-campaign)
CASE STUDY: SPRITE
• L‟Oreal Israel used high impact 3D-like floor decals in selected Target stores Australia-wide to promote their Natural
Sea Beauty product line for a 4 week period in May 2009.
• The result of this campaign:• 66.67% of all YTD sales occurred in May
• 625% increase in sales from April to May
• Monthly sales figures (per 100 units sold) show the impact of the campaign (see below)
• The floor decals certainly captured consumer interest with its highly impactful 3D-like design
• The floor decals allowed L‟Oreal Israel to advertise its Natural Sea Beauty products in prime in-store locations,
thus maximising the “dead-space” potential that exists within Target stores
• Target stores not represented in this campaign experienced no uplift in sales in May (from previous months)
• Results taken from Target‟s sales report (by product)
0
10
20
30
40
50
60
70
80
90
100
Jan Feb Mar Apr May
49
21 16
100
CASE STUDY: L’OREAL ISRAEL
• Brands are feeling pressure from increased competition in the grocery channel and deteriorating business
conditions making it more crucial than ever before for advertisers to differentiate and stand out from the clutter.
• Encyclomedia teamed up with Torchmedia to offer advertisers the chance to transform standard creative with
high impact „3D-like‟ creative; a process that proved to get better results and validate in-store media within
the media mix.
• Grocery insights:
• 67.5% of main grocery buyers shop at Woolworths supermarkets (Ray Morgan Supermarket Monitor)
• 15.8 million shopping transactions per week (Woolworths Transaction Data)
• 73.0% of brand purchase decisions are made in-store (AC Nielsen Asia Pacific Shopper Trends)
• 96.0% of consumer decisions are impulse driven (AC Nielsen Asia Pacific Shopping Trends)
• 88.0% of shoppers deviate from their shopping lists (Point of Purchase Advertising International)
CASE STUDY: TORCHMEDIA (WOOLWORTHS)
Helping retailers:
Maximise revenue (through specific treatment of all
in-store and outdoor media opportunities)
Increase direct product sales
Promote higher margin products
Encourage unplanned visits and/or impulse purchasing
= INCREASED RETAILER REVENUE
Helping suppliers:
Differentiate from competition
Stand out from the „noise‟ and „clutter‟
Drive sales and/or increase brand equity
Maximise ROI (of media spend) through our high impact
medium specific designs
Encourage impulse purchasing
= INCREASED SUPPLIER REVENUE
• Encyclomedia consults with retailers and their brands to navigate alternative and often untapped media
opportunities within the increasingly competitive in-store and outdoor advertising environment.
• Through a combination of strategic placement from out-of-home to in-store, Encyclomedia helps optimise the
visibility of the clever, often 3D-like high impact designs. Often entertaining, largely unmissible and always engaging
creative mean consumers can‟t fail but to engage and interact particularly at the crucial moment of purchasing.
• In doing so, Encyclomedia is breaking the mould of traditional agencies by delivering high impact solutions
specifically designed for the medium by which they are intended.
• How Encyclomedia is making a difference to retailers and their brands:
CASE STUDY: JB HIFI
Encyclomedia Pty Ltd
42 Barkly St
St Kilda VIC 3182
Australia
T: +61 (03) 8598 0696
F: +61 (03) 9525 5587
E: info@encyclomedia.com.au
W: www.encyclomedia.com.au
CONTACT DETAILS