7 case studies

An authentic and compelling purpose defines an ambition beyond commercial aspirations and drives action throughout any enterprise. An engaging purpose (with subsequent stories, triggers, and actions) draws people in. A living, breathing purpose lets everyone know where they’re heading. And why.

Over the past 20 years, I’ve refined a proven 3-step process to define, develop and deliver purpose-driven communications like no one else can.

 

#1 Automotive - Lexus - Forged community engagement and expanded dealer margins 

Find - Lexus dealers were battling deteriorating margins as they fought each other on price for sales. Consumer dealer loyalty was falling. Morale was plummeting. Defined the purpose to better serve their local community. 

Express - Developed and positioned Lexus as the luxury brand for dealer’s immediate community. Created sample expressions including modified test drive routes that focused on community landmarks, pop-up showrooms in community shopping strips, loan models to community’s private schools, and localized website. 

Share - Delivered creative strategy that amplified the purpose across advertising, collateral, environments, events, publicity, and website including outdoor, showroom, sponsorship, digital, and social media.

Outcomes - Significantly boosted community engagement, increased sales, expanded dealer margins, and lifted profitability. Elevated morale.

 

#2 Health - Student First Aid - Created new brand and dominated market

Find - First aid supplier was struggling to capture a price-sensitive school first aid market where offerings had been reduced to commodities. Defined the purpose to lift the status of school nurses around Australia by helping them provide better care for students.

Express - Developed and named the new Student First Aid brand with the purpose to help improve the health and wellbeing of every student. This aligned the brand’s purpose with that of school nurses. Created sample expressions including nationally approved student first aid emergency responses, student first aid checklists, school first aid policies, and school nurses first aid updates.  

Share - Delivered creative strategy and creative work that advanced the purpose across advertising, collateral, environments, events, publicity, and website including logo, stationery, business cards, conferences, samples, banners, products, name tags, sponsorship, digital, and social media.

Outcomes - Established relevance, legitimacy, and expertise. Increased engagement, sales, and margins. Dominated market share.

 

#3 Mining - Orica - Refocused employees and lifted returns

Find - Orica was suffering a collapsed share price, siloed culture and poor returns. Morale was sinking. The purpose was defined across Australia and around the world to a common set of values.

Express - Developed universal iconography for Orica globally to unify and inspire 14,000 employees around the purpose. Created sample expressions including international employee videos, international employee online portal, and international employee highlights.  

Share - Delivered creative strategy and creative work that expanded the purpose across advertising, collateral, environments, events, publicity, and website including icons, stationery, business cards, annual reports, annual awards, corporate communications, international newsletters, and digital.

Outcomes - Refocused and revitalized employees. Transformed culture and corporate performance. Unified and raised morale. Lifted share price to record highs.

 

#4 Culture - SBS - Rebuilt audiences and deepened engagement

Find - SBS was losing it’s cultural relevance as Australia’s national multicultural broadcaster. Audiences were fragmenting as more people turned to the internet for international content. Morale was damaged. Defined the purpose as the curator of all the world’s stories.  

Express - Developed the ‘Six Billion Stories And Counting ...’ positioning (which became ‘Seven Billion Stories And Counting ...’ when the world’s population bloomed.) Created sample expressions including multi-chapter cinema commercials, narrative-based television interstitials, story streaming service and story books.

Share - Delivered creative strategy and creative work that extended the purpose across advertising, collateral, environments, events, publicity, and website including icons, stationery, business cards, annual awards, news programs, corporate communications, television commercials, television promos, radio promos, press advertising, magazine campaigns, outdoor campaigns, website content, digital, and social media.

Outcomes - Transformed the broadcaster into a vibrant, contemporary multi-platform media organization. Regained cultural relevance and confidence. Grew audience share in every category. Set new ratings records. Revitalized morale.

 

#5 Culture - Melbourne International Film Festival - Broadened audience and boosted box office

Find - Melbourne International Film Festival was in danger of closing down due to a shrinking subscriber base. Repositioned as an open forum where people could buy tickets for single screenings across multiple venues. Defined the purpose as giving more people more access to more films.

Express - Developed multiple campaigns that positioned the annual Melbourne International Film Festival as a key event in Australia’s cultural calendar. Created sample expressions including cinematic commercials, cinema choctops, and film awards.

Share - Delivered creative strategy and creative work that extended the purpose across advertising, collateral, environments, events, publicity, and website including icons, internal communications, corporate communications, cinema commercials, television commercials, radio promos, press advertising, magazine campaigns, poster campaigns, and program guides.

Outcomes - Boosted attendance and box office. Deepened audience engagement and appreciation of cinema. Extended film language and culture.

 

#6 Culture - Triple J - Expanded radio network and heightened revenue

Find - Triple J was grappling with becoming a national radio network in a splintered market. Morale was suffering. Defined the purpose as the voice and music of Australia’s youth.

Express - Developed multiple campaigns that positioned Triple J as a core part of Australian youth culture and independent music. Created sample expressions including the name, iconic drum, and triple drumstick logo, and cultural events like ‘Beat the Drum,’ ‘Unearthed,’ and ‘Hottest 100’.

Share - Delivered creative strategy and creative work that pushed the purpose across advertising, collateral, environments, events, publicity, and website including typography, internal communications, cinema commercials, television commercials, radio promos, press advertising, magazine campaigns, poster campaigns, sponsorships, concerts, digital, social media, and one of Australia’s most successful merchandising programs.

Outcomes - Pioneered a national musical identity. Established a national radio network that outperformed commercial rivals. Changed Australian culture forever. Set new ratings records. Reinvigorated morale.

 

#7 Travel - STA Travel - Initiated independent travel movement and global market

Find - STA Travel was facing limited growth within a student market. Defined the purpose as helping every young person to travel to expand their horizons.

Express - Developed multiple campaigns that positioned STA Travel for travelers, not tourists. Created sample expressions including the phrase ‘independent travel’ and international brand guidelines with independent visuals, tone of voice, syntax, phrasing, and terminology. 

Share - Delivered creative strategy and creative work that compounded the purpose across advertising, collateral, environments, events, and publicity including icons, typography, internal communications, corporate communications, cinema commercials, press advertising, outdoor campaigns, store fitouts, training programs, retail merchandising, brochure series, poster campaigns, travel kits, and city guides.

Outcomes - Popularized notion of student gap year between ending high school and starting university. Broadened market base and grew network of stores into 60 countries. World’s largest travel company for students and young people.

 

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