We work with some of the world’s most iconic brands.
Our experience covers many sectors, but we are experts in consumer technology, entertainment, automotive, fashion, retail, beauty, food and drink, travel, sport and FMCG.
Putting eBay at the forefront of retail innovation
World's First Virtual Reality Department Store
eBay has long had to fight a perception that it is the foe of high street retailers. Quite the contrary: eBay is the friend of retailers across the world by providing a low cost easy access retail platform that is visited by 8 million Australian consumers every month. Pulse’s long-term objectives for eBay are to position the site as a destination for brand new fixed price items, from multiple retailers. We do this by through ongoing retail thought leadership and bringing new retail innovations to the Australian consumer.
While Virtual Reality has been on the tech agenda for a few years now, 2016 has been widely regarded as the year it reaches a tipping point, beginning to filter down to consumers as new technologies and platforms make it more widely accessible. Telsyte reports that 1 in 5 Australians are now interested in buying into Virtual Reality.
Leveraging the insight that 2016 would be the year for Virtual Reality to explode and start to gain popularity with consumers in the mainstream, eBay partnered with one of Australia’s largest retailers, Myer, and developed the Virtual Reality platform to marry its technology with Myer’s product range. Available as a downloadable app via iOS or Android, the world’s first VR department store was launched in Sydney to media and consumers via a three day media briefing, launch event and consumer activation program. To bring the technology to the nation, from the day of launch we distributed 20,000 cardboard VR viewers (or ‘Shopticals’, as we called them) for 15 days free of charge through the ebay.com.au/VR website. In addition, we outreached to real eBay shoppers across Australia to get their first thoughts on the new technology.
Cement and maintain eBay’s position as a thought leader and innovator in retail
- Post launch, high profile brands such as Microsoft, Macy’s and Media Saturn (Germany) have all contact eBay to learn about its innovation, explore partnerships and launch their own VR stores
- Pulse secured more 700 pieces of coverage, including 250 pieces of broadcast, for a combined reach of almost 800 million impressions across the globe
Drive new traffic and engagement with the eBay brand
- The eBay Shopticals continue to sell out within 2 minutes every day they are released, resulting in more than 8000 unique visits to the microsite by 7am on the day of launch. We also had 4,000 app downloads on day of launch alone. Since launch, the app has had 117,777 unique users to date.
Virgin Australia Kids Class
To position Virgin Australia as a full service premium airline, and bring something new to some of the airline’s most important customers
Following the success of the Pet Lounge Frequent Flyer April Fool’s Campaign last year and in recognition of the 900,000 kids who fly with Virgin Australia every year, in 2016 Pulse decided to create a world first, timed in line with April Fool’s Day, Pulse created a dedicated full service aircraft cabin that was 100% adult-free: Virgin Australia Kids Class
Pulse produced a compelling piece of digital content; a video showcasing all aspects of the brand’s new cabin, created just for kids. The video was released on Facebook on the 1st April, with a link and the words, “Introducing Virgin Australia Kids Class – the world’s first kids-only aircraft cabin.” With kickable seats, a selection of colouring in and story books, a concierge Trunki service to the gate and an on board teddy bear menu, Kids Class demonstrated that kids would be met with specially designed child-friendly features at every stage of their travel experience.
The video generated more than 1.6 million views across Facebook and YouTube, over 82,000 engagements (likes, comments and shares) and a total social reach of over 3.8 million. News of Kids Class ran across 62 outlets including Channel 10 News, Channel 9 News, Channel 7 News, ABC News24 the Sydney Morning Herald, Fairfax Traveller, News.com.au,Yahoo!7, SkyNews.com.au, Mashable and mUmBRELLA. It garnered global broadcast coverage including a spot on America’s number one morning television show, Good Morning America, which in itself reached more than 5 million viewers, as well as Nightline New York.
Position eBay as a thought leader and innovator in retail.
eBay Innovation Lab
Position eBay as a thought leader and innovator in retail and shift their perception as an auction house.
It’s hard to really predict what the next new technology will be, as proved by 3D TVs. But eBay is able to make predictions based on data from the site, so we decided to make this physical using the latest technology.
In a world first we used the latest emotion analytics and visual recognition technology to track consumer reactions to ten exciting new innovations including robots, 3D printing, holograms and drones.
Over 3000 people went through the Innovation Lab. The campaign generated 145 pieces of coverage, including over six hours of broadcast coverage with highlights syndicated Sky News and Channel 7. We garnered interest from Parliament and were invited to showcase the Innovation Lab at Parliament House in November. Following this, during his Innovation Speech in early December, Prime Minister Malcolm Turnbull commented that he wants people to be able to communicate with the Australian Government as they do with eBay.
Position TripAdvisor as the world’s largest travel site and ultimately drive consumers and business to the website.
TripAdvisor Best Burgers
Position TripAdvisor as the world’s largest travel site, which enables travellers to plan and book not only the perfect trip but also restaurants and experiences all via one platform, and ultimately drive consumers and business to the website.
Until now TripAdvisor has predominantly been seen as a travel site offering reviews and now booking capability for hotels around the world. Following the acquisition of Dimmi in the 2014, TripAdvisor has significantly expanded its offering to consumers giving them the chance to view, review and book restaurants around Australia. 320 million reviews and opinions from travellers around the world on the site, there was an opportunity to tap into the growing trend of Burger joints in Australia and showcase the credibility of the review community in deciding the best.
OPR utilised the rich data and trends drawn from the TripAdvisor website to tell an insightful story about Australia’s top burger establishments to create content that drove mass media awareness and intrigue. The campaign was supported by a press office program of tailored media pitches to consumer travel, food, news and pop culture outlets, as well as regional outlets across Australia.
The campaign generated over 40 media placements, and achieved a total audience reach of over 21 million. Tailored media outreach was key to the success of the campaign and drove coverage cut-through with lifestyle publications Lifehacker and MTV Australia. In addition, OPR leveraged the regionally diverse top 10 burger list to deliver features with the likes of The Canberra Times, Sunshine Coast Daily, and the Gold Coast Bulletin.