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Community Choices

A campaign to empower local community groups

Community Choices, a campaign that gives back to real local heroes, is now in its fifth year. In 2023 170,000 votes were registered, representing a 42% increase in audience engagement.

A campaign to empower communities

Community Choices is a program that supports the community with a total gift pool of $250,000. Backed by Essential Energy, the program funds charities, not-for-profits and community groups that could use a boost.

Since 2019 Another Colour has developed the creative direction and campaign assets. In 2021, the video click-through rates outperformed government benchmarks by 7 times. Awareness and engagement have increased strongly every year, and in 2023, the first television commercials were placed.

Outputs

  • Animation and video editing
  • Television commercial
  • Radio commercial
  • Programmatic display advertising
  • Press advertising
  • Paid and organic social media

Results vs benchmarks

  • Video CTR — 700%↑
  • Social Media CPA — 50%+ saving
  • Video completion rate — 130%↑

Delivering a full creative service

Working with Essential Energy’s bold colour palette we first scripted, illustrated and animated a television commercial. Our challenge was to explain the workings of the charitable election using uplifting messaging to encourage community participation. The animation was adapted for a multi-channel campaign, including press advertising, programmatic display advertising and social media.

Delivering strong campaign results

In 2021, program participation increased by 38%, and web traffic increased by 134%. Facebook engagement grew by over 600%, as the audience shared and encouraged voting from their respective communities. A follow-up campaign offering financial contributions for Community Hall upkeep was used to re-engage the audience, resulting in ad recall results triple the campaign benchmark.

TIn 2023, new participation records were achieved, with almost 500 nominations and 170,000 votes cast, representing a 42% increase in audience engagement.

Give our local heroes a boost and choose a cause that counts!

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