THE URBAN LIST x COCA COLA

The Challenge: With the soft drink category down 20%+ and increased competition for market share, Coca-Cola needed a strategy that not only delivered cut through, but also delivered strong product adoption and advocacy for its new product—all in a tight, seasonal timeframe.

The Objectives: Drive awareness and trial of Coke+Coffee new flavour.

Strategy: Embed Coke+Coffee in millennial foodie culture, and harness influence through UGC and venue alignment.

Solution: For the 6-week campaign, The Urban List teamed up with 8 venues across Australia to create bespoke on-premise collaborations integrating the product as an ingredient (eg. Butter, Sydney - triple layered chicken slider with Coke+Coffee sauce). The campaign was launched with high impact video to promote the collaborations, always-on social, targeted display and retargeting, and wrapped with a 300pp event, bringing together all collaborations from the campaign under one roof.

The Challenge: Jaguar approached The Urban List to help launch the E-PACE model to Australian millennials in the most culturally relevant way. The brand needed to generate as much social noise as possible and break down the barrier of Jaguar being perceived as inaccessible.

Our Key Insight: 80% of our audience say they have or are likely to know their desired next car before arriving at the dealership.

The Strategy: Tap into the passion points of Australian millennials and harness the power of social to inject Jaguar onto their consideration set.

The Solution: An E-PACE bot, designed to create a direct line of conversation between Jaguar and our audience. The bot was built to host a scavenger hunt in Melbourne and Sydney for one weekend only. In the lead up, users were interacting with the bot for their chance to play. The campaign was also supported with an always-on video content series and targeted display campaign.

THE URBAN LIST x FORD ESCAPE

Objective: Drive awareness of Ford Escape among millennial audience and communicate global brand campaign: Escape Screen Sundays.

Strategy: Harness social and position Ford Escape as the perfect accomplice to unlock Sunday experiences in your city.

Execution: The Sunday Escape: A 3-month content campaign designed to highlight Sunday activities, powered by Ford Escape. Campaign involved heat maps, sequential targeting and always-on social content.

THE URBAN LIST x AMERICAN EXPRESS

Objective: Elevate brand sentiment among millennial audience during Shop Small month.

Strategy: Embed American Express into millennial culture by tapping into audience passion points (food + drink), positioning American Express as the perfect accomplice to unlocking the best foodie culture (American Express SME customers).

Solution: Urban Weekender: A weekend of special offers for Amex cardholders, activated within American Express SME venues. The Urban List teamed up with 60 venues across Australia for one weekend only, supported with a high impact content campaign (video, articles) with social retargeting and targeted display. Campaign wrapped with brand sentiment measurement.

The Challenge: L’OR was launching in Australia and needed to generate hype and social noise. The brand wanted to execute an activation-led campaign that brought to life L’OR’s Parisian brand narrative in an authentic, native and meaningful way.

The Strategy: Harness the allure and intrigue of Parisian nights to get Australian millennials talking about a secret free pop-up experience.

The Solution: “Paris by Night” - a night of vespas, French martinis and Burlesque in a dreamy Parisian street setting. We built the campaign around three key phases: tease, intrigue and announce, generating social noise pre, during and post event. We created a consumer promotion to offer 200 readers the chance to secure their secret attendance code. The campaign was supported with always-on supporting Parisian content, social targeting and high impact display takeovers.

The Challenge: Mitsubishi approached The Urban List to help launch the Eclipse Cross in a way that would generate social noise and cut through.

The Strategy: Inject Mitsubishi into the conversation by aligning with our audience’s passion points and harnessing the power of instant content.

The Solution: Drive The Night instant competition on social, inspiring our audience to engage with the content for their chance to win. The campaign was supported with always-on native editorial, video, social memes and targeted display.

The Challenge: Air New Zealand was launching a direct flight route to South America and was needing to generate social noise in market.

The Strategy: Embed South America on our audience’s radar by driving hype and frequency, positioning Air New Zealand as the perfect travel accomplice to finding that dream destination job.

The Solution: A national campaign to find The Urban List’s roaming travel editor, launched via a high impact video. We then created custom audiences from this video to retarget throughout the campaign.

The Challenge: Dairy Farmers Thick & Creamy product line was losing its premium positioning in the flavoured yoghurt category; a food niche that is both cluttered, and facing a trend decline. The vast majority of sales are on price-promoted goods, and market research shows that consumers don't know how or when to eat Thick & Creamy.

Dairy Farmers approached The Urban List to help establish a genuine connection among a new target audience, get on the consideration list of a new generation of grocery buyers looking for a "generous helping", and increase purchase intent with millennials.

The Solution A 3-month campaign was devised, centred around an activation that would see The Urban List create a Dollop Bar, parking at high foot-traffic locations across Melbourne, giving away indulgent yoghurt pots.

The activation put the new Thick & Creamy yoghurt in front of their target audience, showcasing the suite of flavours and the generous way they're served.

The activation was promoted through The Urban List website, social channels and email database, driving seriously high uptake.

We also teamed up with three well-known Australian chefs to go behind the kitchen, looking at how they create some of their more indulgent dishes, and successfully integrating Dairy Farmers messaging around generosity.