(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