THE BRIEF
How do we attract and retain a future generation of South Australians?
South Australia is a place that makes you feel something, deep down. Where you can live, work and play with a deeper purpose.
The South Australian Government’s Department of the Premier and Cabinet (DPC) identified that to increase population and make South Australia a ‘Magnet State’, they needed to change its outdated perception with young people, by promoting a clear state identity with an inspiring understanding of what the State had to offer.
Repositioning an entire state is no easy feat, and following a competitive pitch process, Fuller was appointed to work hand-in-hand with the population strategy team at DPC to make it happen.
Our team of creatives, designers, developers, strategists, writers and public relations specialists immersed ourselves into creating a modern narrative to attract young global talent to make the move, forging a new future in South Australia.
And so, A New State of Mind, was born - a national integrated campaign igniting a bold, new identity for South Australia.
Strategy
A New State of Mind became a movement, a conscious call to arms uniting the people of Australia to see SA in a new light - a place they would have the power to drive change and truly make their mark.
The campaign was strategically brought to life based on the value proposition that South Australia is connected, inspired and unexpected; a place for people who want to live with purpose.
We creatively challenged interstate perceptions through a trailblazing integrated campaign of big, bold, and beautiful storytelling.
To ensure seamless integration of the campaign, we continually stress-tested the identity values against our three key brand messaging pillars: Purpose, Career and Lifestyle. These pillars underpinned our identity attributes, whilst creating awareness of targeted key growth industries.
Production
You can feel that, right?
Spearheading the movement and amplifying our state’s personality, Fuller managed a production team of more than 100 local creatives to produce a brand film featuring forward-thinking, progressive and inspiring people from within South Australia.
A series of supporting documentary-style stories featuring influential South Australians was also produced.
A comprehensive digital marketing campaign targeted young people from interstate through articles, social media, digital ads and search advertising, with all digital activity leading back to A New State of Mind website built by Fuller.
This digital activity was complemented by national outdoor and print advertising, and strategic public relations partnerships.
Join The Ripple Effect
To grow momentum and state pride, the campaign also sponsored and supported world-leading events, state award shows, digital and news media purpose-driven stories, as well as innovative new statewide programs.
Outcome
The Campaign achieved a phenomenal 7% increase in ‘openness to move’ to South Australia from interstate respondents in the target market.
Adelaide also jumped four positions from 8th to 4th in the ‘preferred destinations to live’ for respondents in the target market from Sydney, Melbourne and Brisbane.
A New State of Mind started a ripple effect, forging the State ahead in national perceptions, and connecting locals through state pride.
From wardrobe to websites, music to motion graphics, as well as developing the visual identity and brand messaging, Fuller would like to thank all the passionate South Australians who’ve made the New State of Mind campaign possible.
In their words
