Over the course of 2018 and 2019, Fuller developed two integrated marketing campaigns for Maxima.
The first targeted existing and potential participants in the DES program.
This campaign’s creative was built around the core message – “I love Mondays – Get working with Maxima”.
The second campaign – an extension of the first – targeted potential employers, for Maxima to place their DES employees with.
This campaign was built around the creative message of “The Employable Heroes”, focusing on the benefits of employing a person with a disability. The creative was brought to life through a photoshoot featuring a group of individuals with both visible and invisible disabilities.
Both campaign strategies included extensive print, outdoor, transit and radio advertising, in the key markets of Adelaide, Perth, Brisbane, Hobart and regional Victoria, as well as sophisticated digital marketing.
Media placement for each campaign varied, in line with the target audience.
Across both campaigns, digital marketing was used to increased awareness through Google Display ads and YouTube pre-roll animations. Facebook was used to increase engagement and awareness with each advert aimed at encouraging questions with the Maxima team.
The offline and online adverts drove consumers to Google, where Paid Search encouraged traffic to the Maxima website for more information and conversions.
In both campaigns, digital marketing was key in driving customer and client conversions for the campaign, working hand-in-hand with traditional media.