Mainstream meets Digital Advertising - Jeff 'The Hornet' Horn Campaign

Client
Oxmar Properties
1.3M
Views of TV ad in SEQ
580.5%
Organic traffic increase after 6 months
5,400+
Social media plays
Location
Brisbane QLD
Mainstream meets Digital Advertising - Jeff 'The Hornet' Horn Campaign

The brief

Oxmar Properties is a SME land developer based in North Brisbane. Despite their strong portfolio in Greater Brisbane, they struggled to gain increased brand recognition in the local market and online.

Oxmar Properties engaged with Marketplace from June 2017 to develop a comprehensive brand building exercise that would leverage Oxmar Director Phil Murphy’s sponsorship of WBO Welterweight World Champion Jeff Horn. Alongside this branding focus, we also created an in-depth digital marketing strategy in line with a review of Oxmar’s existing digital practices.

Our solution

Following two strategy meetings run by Marketplace, Oxmar Properties were eager to participate in a half-day workshop to generate ideas for better digital marketing practice. Their tailored workshop included the following steps:

  • Define Oxmar’s key messages, unique selling proposition (USP) and points of difference;
  • Build the Oxmar ‘brand’ and position the developer as an industry leader;
  • Build the individual profile of Phil Murphy as expert in the field;
  • Create a formalised digital marketing strategy for boosting sales and leveraging increased brand exposure;
  • Identify opportunities for Oxmar;
  • Overhaul Oxmar’s online practices;
  • Develop strategic press campaigns to build brand exposure;
  • Draft media material to be published;
  • Develop television commercial for Channel 7 Brisbane;
  • Consistently present out-of-the-box ideas to break through tight competition

From the workshop we focused on a television and press advertising campaign featuring Jeff Horn ahead of the ‘Battle of Brisbane’ WBO Welterweight World Championships 2017.

We identified this event as one of the most effective ways to market the business in Brisbane, with the associated media attention and market interest.

Following the press brief Marketplace presented Oxmar Properties with a formalised digital marketing and branding strategy, which outlined all the key aspects of their marketing and branding activities. Oxmar Properties took on our strategy in-house and hired a dedicated marketer to implement the digital activities.

The results

1.3M
Views of TV ad in SEQ
580.5%
Organic traffic increase after 6 months
5,400+
Social media plays
Since June 2017, Oxmar Properties has continued to grow its presence within the Greater Brisbane market and has been heavily featured in two WBO Welterweight World Championship bouts as a major sponsor. Their ‘celebrity endorsement’ using Jeff Horn in a television commercial Marketplace produced and coordinated saw roughly 1.3 million views over two weeks, within the designated target market 25-54 years old.

A targeted press insert campaign Marketplace produced and coordinated also saw major spikes in Google search results for ‘Oxmar Properties’ on the day it was published within a Newscorp publication.

Marketplace continues to oversee their marketing and press activities; ensuring that their activities are on track and running smoothly. We are working with Oxmar to provide media relations support; and offering new business opportunities and assistance wherever possible.