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creating experiences people love issue 09


HeapsGoodSA Integrated Campaign

Q: H  ow do you connect with South Australia as a brand? A: With a Heaps Good idea!

Cover story In tough times, thinking beyond traditional media is challenging, but it pays off!

HeapsGoodSA Integrated Campaign The GFC has impacted the ways in which many Marketing Managers spend their budgets to connect with their markets. As a result, we have seen an increase in clients asking us to help them think of ways to go beyond traditional media channels to achieve revised objectives. Six months ago, SA Great asked Fusion to partner with them to inject some innovation into a youth retention campaign to complement traditional media channels. As 78% of people trust what others say more than what an advertisement tells them (14%)*, we created a strategy that enables people to share what they think is great about SA with their own voices.

First, we created an email campaign that asked people to submit photos of themselves wearing the iconic Screamdance-designed Heaps Good t-shirts via a dedicated microsite. A selection of the best photos were then chosen to appear in a Heaps Good TVC that refers to the next aspect of the campaign, consumer driven website is fast becoming the place to find and explore exciting things to do in SA, with user-generated content allowing people to view, love, rate and comment on all the Heaps Good things SA has to offer. Website navigation is simple and intuitive to use, but intentionally lets you get sidetracked in the site to find something you never knew existed.

Further campaign strategies including outdoor, radio and press all tie into popular social networking sites such as facebook, with the ‘SA - it’s Heaps Good’ group connecting people with the campaign and encouraging people to share all the stuff they love about SA. Almost 50% of users referred friends to the website via word of mouth, and 30% spread the news via facebook. The results were impressive, with attracting over 350,000 visitors since its launch, demonstrating that going beyond traditional media channels can really pay off for brands.

*Trust in Advertising, Neilsen, Oct 2007

Making a green statement pays off for Savings&Loans

Rundle Lantern tri-umphant at AIA awards

Savings&Loans Green Statements

Australian Institute of Architects Awards

Savings&Loans needed to change member attitudes to paper account statements, encouraging them to sign up for e-statements in line with their corporate green policy aimed at reducing printing expenses.

The Rundle Lantern won three category awards in the recent 2009 South Australian Architecture Awards.

Fusion’s approach was to create a communications strategy that would link people’s memory to the green message. To better position the message, a ‘make a green statement’ device was incorporated into print statement envelopes to trigger a call to action once people logged in to internet banking. The idea was reinforced on the main homepage banner as well as the internet banking homepage, creating a call to action to sign up for electronic statements. The link between print and online was crucial to the success of the campaign, resulting in 30,000 members registering for electronic statements within two months.

Created by Fusion for the Adelaide City Council, the Rundle Lantern was awarded in the categories of Urban Design, Collaborative design and the prestigious Adelaide Prize. SA President of the Australian Institute of Architects Tim Horton says the Rundle Lantern is one of the more ambitious urban design adventures initiated by the Adelaide Council. “For a city that values economy in buildings the light installation on the facade of the seven-storey car park shows the sheer delight that considered whimsy can bring,” Mr Horton said. And the jury panel agrees, “the Rundle Lantern has successfully met the

community’s expectations both physically and emotionally.” Fusion is ecstatic that our first major foray into the built form in combination with digital innovation has been so phenomenally successful. We are very proud of what has been achieved collaboratively with the efforts of BB Architects, Space Cannon, Lincoln Scott, Walbridge & Gilbert and the Russell Group. There are now over 15,000 references to the Rundle Lantern online, which demonstrates its global appeal, and the achievement of its goal to place Adelaide firmly on the map. As a result of the state win, the Rundle Lantern was entered into the National Architecture Awards, held in October 2009, and we are thrilled to announce that the Lantern received a National Commendation for Urban Design!

Fusion helps AWD create an online hub for Australia’s largest defence project

Air Warfare Destroyer Alliance website As the largest naval shipbuilding project ever undertaken in Australia, the multiyear, $8 billion Air Warfare Destroyer (AWD) Project is being delivered by a shipbuilding alliance made up of the Federal Government Department of Defence, ASC and Raytheon Australia. With the first ship slated to be handed over in 2014, the AWD project will deliver in a timely and efficient manner an affordable, effective, flexible and sustainable air warfare destroyer capability for the security of Australia. AWD came to Fusion with a brief to improve their web presence through the creation of a new website to reflect the large scale and high visibility of the project. The new website needed to be supported by a simple and effective Content Management System (CMS) that would allow staff to regularly update content and imagery in-house.

Fusion worked closely with the AWD team to define online experience requirements. The result is a highly visual website that highlights the scale of the 10-year project. Fusion developed an innovative interactive timeline that could be updated via the CMS to show key quarterly activities as well as mission-critical milestones. With the design echoing the visual elements you would see on a ship’s navigational instruments, the interactive timeline is accessible from anywhere on the website, giving visitors a feel for the scale of the project and its progress. Planned and completed milestones are easily updated by AWD using Helium®, Fusion’s CMS. Improving the accessibility and frequency of information about the project was achieved by encouraging AWD to communicate news as it occurs via a ‘Project Update’ service, rather than the

previous method of bundling items into one big ad-hoc update. Visitors can also opt-in to receive project updates via email or RSS. Potential project suppliers are kept informed of opportunities via ‘WorkPackages’ tenders published directly to the website through a cleanly integrated XML feed from a legacy system. The latest career opportunities also rely on three external XML feed sources to import the latest jobs available. Other features include a fast facts panel that provides a quick-look overview of the entire project, an image and video gallery and dual RSS feeds for project updates and news releases designed to give userspecific, customisable information. Images scale to fill any browser, providing an immersive experience for anyone interested in the project.

Fusion helps people connect with National Pharmacies

CricketSA engages Fusion to reinvigorate their online presence

It makes better business sense to put all your training eggs in one basket

National Pharmacies website

CricketSA website

Konica Minolta LCR

Fusion have recently undertaken a refresh of National Pharmacies consumer website. A store locator powered by Google Maps now enables people to easily find their closest pharmacy or optical outlet. Users can sign up online for the e-newsletter to recieve special offers as well as enter competitions directly through the website.

Since being taken over by Fusion, the South Australian Cricket Association website has been incredibly successful. The current website is the second evolution; the initial website was starting to look tired due to changing technology such as faster internet speeds and increasing monitor sizes.

Konica Minolta’s global learning requirements were being managed by individual regions with no central database from which to draw material or update new content. Content was being changed all the time, causing multilingual issues, so the Konica Minolta team cam to Fusion for help.

Fusion took SACA through an extensive redefine stage, determining visitor requirements through the exploration of various personas. This was reflected in the new online presence through a separation of the cricket business from the stadium business into two websites, the SACA website and the Adelaide Oval website, which are related by visual elements while remaining quite distinct from each other.

In response, Fusion scoped an online Other new features include the ability to application that enables new course materials apply or renew membership online, as well to be submitted into a Learning Content as the ability to update your contact details Repository (LCR). Once new content has been or add new family bundles of joy to your submitted, it is distributed globally through membership. Users are now also able to a workflow process for sign-off by training access career and corporate information in managers, and is then sent back to the author an intuitive and user-friendly way. for review. Approved content is automatically delegated to translators for translation and The future of the National Pharmacies upload into the system and training materials website is exciting too - we are working on a (including examinations) can be exported for raft of new services for members including The website is an integral part of SACA’s import into various Konica Minolta learning an e-voucher system, an event and reminder overall marketing strategy – member renewals management systems around the world, can now be transacted online and dynamic alert service. making it a one-stop-shop for training. video provides a richer user experience.

Negociants Australia helps people to find, collect and share

Negociants Australia website With branch offices in the USA, UK, Australia and NZ, Negociants International is one of the world’s pre-eminent premium wine exporters. We recently launched a redeveloped version of Negociants Australia’s national division website that focuses on making it easy for customers and employees to find valuable information about the Negociants international wine portfolio quickly. Negociants’ previous website had served its purpose well, but needed to be upgraded in order to simplify finding specific products and their corresponding support files. One of the most common uses of the previous website was to locate and send tasting notes, press and point of sale files to prepare on-premise and in-store communications. Negociants wanted to retain this functionality while streamlining the process,

so we created a file-cart system that lets people quickly find a product and add its associated files into the cart for forwarding to an email address. The cart has been built with a simple toggle that allows people to attach a collection of files or include them as links within the email to bypass the common issue of mail-server file size limitations. The wine portfolio search function has received a major overhaul, making it the hero of the new website with its predictive search capability. As people type in keywords, the website constantly suggests results that may be akin to the information they are searching for. The advanced search option provides for complex search criteria to be set up using criteria such as Winery, varietal, region and country of origin. The website makes use of AJAX components to improve performance and the ease of

interactions, providing a smooth user experience. Nick Waterman, General Manager Negociants Australia, said of the new website, “The advancements made in website technology since the original site was launched in 2003 have been significant and we set ourselves a challenge to use these new technologies to our full advantage”. Based on the utility of the upgraded website, we are now in the planning stages with Negociants Australia for a mobile version that will be a useful tool for their national field sales-force who are constantly being called or emailed for product information by customers. The mobile version will be based on a user interface that is specifically designed for the mobile devices’ screen resolution and functional capabilities.


The new Fusion website is live!

Google Mini

Social Club Go-Karting night

The Fusion website has been a long time coming, but is finally live! The new website makes it easier for all of your ongoing work and maintenance requests to be dealt with quickly and efficiently through the new support ticketing system. There’s a blog with RSS Feeds to keep you informed of all our latest work and the things we like, as well as information on innovative developments and current market trends. You can also find us on twitter fusion_com_au

Fusion are one of the first companies to update our hosting servers to incorporate a Google Mini search server. Google Mini provides the power of Google’s search technology, providing relevant search results and a customisable user interface. Integration with Google Sitemaps makes it easy to submit and optimise websites for inclusion in search results. So if you’re thinking about in-site search, have a chat to us about upgrading.

Fusion petrol heads turned up in force for the recent Social Club Go-Karting night. Held at Kartmania, Gepps Cross, teams of two were created and took turns to burn around the track. There was a lot of fun and good-natured posturing happening, with one team even losing their front wheel, which created a lot of laughter. The overall winner was the developer team of Ben & Bevan, who nudged past the other teams to claim victory on the very last corner – congratulations guys!

New Appointments

Fusion is an innovation agency that helps organisations connect people to their brands. We take a multidisciplinary approach to a singular passion – creating experiences that people love.

99 Carrington Street, Adelaide SA 5000, Australia T+ 618 8235 7900 To subscribe, unsubscribe or change your details visit You can also experience Fuse online and search our archives at First published February 2010.

©2010 Fusion Enterprises Pty Ltd. The Fusion logo is a registered trademark of Fusion Enterprises Pty Ltd under Australian law. Printed on 170gsm Titan Satin. Stock courtesy of Edwards Dunlop & Raleigh Paper

Fuse 09  

Fusion newsletter

Fuse 09  

Fusion newsletter