Transforming a brand

At Hausmann one of the things we are most proud of is our focus on partnership. Nothing demonstrates this better than our work for Electrolux. Over 17 years we have supported the brand’s transformation from perceived manufacturer of vacuum cleaners only to applauded designer and creator of premium kitchen and laundry appliances. We have built this reputation by showcasing the brand’s product innovation through a suite of carefully aligned brand ambassadors, partnerships, activations and sponsorships. To achieve this we speak to media, consumers, retailers, architects, builders and designers through events, point of sale, earned media, social media, content creation and influencer engagement. We also support Electrolux’s wider brand portfolio which includes Westinghouse, Simpson and BeefEater.

Celebrating Melbourne Cup

As the Official Champagne of the Melbourne Cup Carnival for eight years running, Maison Mumm has year on year consistently taken the celebration to next the level.

With a strategic focus on driving awareness and product sales, bringing to life the brand’s positioning of Dare Win Celebrate through the sponsorship with earned media is the focus of our work.

Playing host to the birdcage social set and owning share of voice in what is a cluttered media environment is no easy task. Each year we work to push the limits of celebration by developing a unique brand story that translates into every aspect of how the now world famous marquee comes to life. Inspired by daring media moments and clever ambassador choices, our carefully orchestrated media strategy amplifies Mumm’s sponsorship to a wide audience delivering influential and high impact coverage across the week-long Carnival.

From pool-side to dock-side, last year’s Melbourne Cup Carnival was our most successful yet with more than 538 million earned media impressions showcasing Mumm as the champagne of victory.

A story of collaboration

Our personal relationships in the worlds of design, fashion and celebrity have always been one of our greatest strengths. Being able to use these to add value to our clients’ businesses is a real win-win!

When long-term client Specsavers hired us not long after entering the Australian market, it was clear the key for continued growth lay in appealing to the style conscious consumer. We introduced them to local fashion designers Alex Perry and Collette Dinnigan and the rest is history. The Alex Perry range of eyewear became the fastest selling Specsavers range anywhere in the world and 60% of sales from Collette Dinnigan were from customers new to Specsavers.

Alongside a focus on community, eye health and professionalism, designer ranges are the cornerstone of ongoing campaigns which are integrated across the full communications spectrum including advertising, catalogues, in store POS and PR.

The success with Alex and Collette has now been experienced across a range of different designers and celebrities including Kim Ellery, Carla Zampatti and Kylie Minogue.

World Egg Day is celebrated every second Friday of October every year. In 2019, we were tasked to celebrate the joy of eggs with Australians through the Eggsellence Awards - a national campaign to find Australia’s best egg dish.

City to city. Coast to coast. We knew that you wouldn’t have to look far to find chefs around the country using eggs in many deliciously different and wonderful ways. For this year’s Eggsellence Awards, we believed the dishes and the chefs behind them should be celebrated in a way that elevates their culinary status.

We did this by partnering with Australian Eggs ambassador Manu to select the top eggs dishes of Australia. We then launched a pop-up for media and the general public to taste and vote for Australia’s best egg dish and crowned a winner on World Egg Day. Through a collaborative effort with Haus partners - GROUND, Banter and Health Haus, we created an integrated campaign across social, editorial and an activation.

But more importantly we also celebrated the diversity of egg cuisines and flavours that make Australia egg-sellent.

Hausmann worked with Bumble to officially launch their arrival in Australia. Our primary goal was to elevate Bumble’s profile from dating, into all types of connections that empower women.

International Women’s Day is an important day for all women and Bumble had an extremely relevant position to spread the message of women empowerment. Instead of looking at dating, we looked at perceptions of females in the workplace and found that 1 in 3 Australian women believed they were held back from a professional opportunity due to being female.

We created a social campaign #StandTallWithBumble, to encourage all women to #StandTall and reverse anti-social behaviour like Tall Poppy Syndrome in the workplace and in their personal lives.

The campaign was launched on Instagram where we worked with influencers such as Lorna Jane, to share stories of their professional journey and call-out their special female colleagues or friends who had supported them. It gained widespread attention among news media, but also provoked other women to call-out their tall poppies in their lives and celebrate their success and achievements on social.

Hausmann and our activation agency Banter and social agency GROUND, worked with JUST Water to launch their sustainable water in Australia in March 2019.

Our goal was to launch JUST’s presence in Australia by starting from the ground up – we set up their social channels, provided activation strategies and led a robust media strategy using Jayden Smith to secure coverage across TV, radio, online and print.

We worked with their appointed retail partner Woolworths by creating social content to build a strong social presence & engagement among Gen Z.

Our collaborative cross-agency efforts meant we were able to create earned content and maximise earned reach among media channels.

Over the last five years, Hausmann and Priceline Pharmacy have worked together on major campaigns, ranging from events to traditional media relations, influencer marketing, research-led stories, sponsorship amplification, ambassador profiling and content creation.

In 2018, we were briefed to promote Priceline’s Sisterhood Foundation - an initiative that donates 100% of funds to charity partners who are dedicated to helping women and their families that are affected by serious illnesses.

Getting reach and funding were our primary objectives, and we were tasked to use ambassadors to promote this message. But we had to do this in a way that would get widespread attention and interest beyond Priceline’s key audience.

Hausmann leveraged an insight that the quality of women’s health can affect more themselves, but also their whole family. With this, we galvanised other family members such as husbands and fathers to stand up and raise money for the women in their lives.

We recruited cricket legend Merv Hughes, known in the media as a “top Aussie bloke”, as Priceline Pharmacy’s first-ever Mister to promote the Sisterhood Foundation, and as such, the ‘Misterhood for the Sisterhood’ campaign was born.

Using Merv, and other ‘Misters’ – AFL greats, Glen Jakovich, Dermott Brereton and Tony Modra, and NRL stars Billy Moore and Braith Anasta – Priceline took them on a tour around Australia to raise awareness and funds. Merv was also used to support the campaign across in-store POS, digital assets, catalogue and OOH.

The idea, which is in two years running, has earned significant national, metro and regional media coverage but more importantly has consistently achieved their funding goals.

Through Merv’s involvement, the campaign not only reached audiences well beyond Priceline Pharmacy’s usual demographics, but also contributed greatly to a worthy cause.

Every year, Red Cross needs blood donations - to be exact, they need 1 in 3 Aussies to donate.

However statistics showed that only 1 in 30 actually donate blood.

For World Blood Donor Day, we worked with our Haus partner, Banter to create a Bloody Great Friday – Australia’s first 24-hour blood drive that offers a ‘bloody great’ experience for donors.

We changed up the tea & biccie combo and enlisted Messina to create a bespoke gelato, MoVida to create a ‘donor kebab’ for donors to eat after they donate. We also got entertainers and caricature artists to make it a memorable experience for donors.

We launched the campaign with a celebrity announcement and achieved over 150 pieces of coverage with over 63 million opportunities to see across broadcast, print and online.

To raise awareness around Pukka’s herbal tea range and the power of its medicinal-grade herbs, Banter & Hausmann partnered together to bring the Pukka Plantarium – a giant herb oasis in Martin Place.

The oasis was turned into Australia’s first pay-by-planting café, people could receive a tea and gain entry to hear wellness talks by receiving their own packet of herbs to grow at home.

We worked with Pukka Plantarium experts & influencers Lola Berry (nutritionist), Simon Hill (founder of Plant Proof) and Reece Carter (naturopath & nutritionist) to teach people about the health and wellness properties of medicinal grade plants and how to live a more conscious, healthy and sustainable life.

Westinghouse needed excitement and awareness around the new MDR4 fridge in Australia however, they also needed to build their brand that celebrates and understands real Australian families.

We knew the Australian White Goods industry wasn’t the only industry to celebrate unrealistic depictions of Australian family life, the Australian publishing industry was also a culprit.

Westinghouse worked with a high profile Australian mums and dads to produce Australia’s first ‘un-glossy’ - a magazine dedicated to celebrating the chaos of everyday family life and the ingenuity behind the unsung heroes that make it all work.

All content in the Un-Glossy aimed to empower Australian families – celebrating the chaos, the mess and the laughter that many busy Australian families embark on daily. Each story in the magazine celebrated everyday family situations with clever Westinghouse ambassadors sharing their ingenious solutions which bring method to their madness.