303s take the Jesus challenge

When 303 took the challenge to market the Bible Society’s Jesus All About Life campaign, they knew it would be one of the toughest marketing challenges to crack.

The campaign objective is to get lapsed Christians talking about Jesus again. It isn’t to get atheists to change their views or convert people from other religions. The problem is typical spiritual messages that sound like they come directly from the Church cause the public to switch off. 303’s strategy was to take a more novel approach, creating a fun platform for dialogue around Jesus. Research showed that most people, religious or not, felt quite positive about Jesus.

The campaign created by both 303 Perth and 303 Sydney is a fullyintegrated one, kicked off with a web-based viral campaign whichallowed people to thank Jesus for everything in life: from one-daycricket to colourful birds that look like they’re wearing pants. Thiselement of the campaign was recently featured on Network Ten’s Rove. The campaign will then extend into outdoor, print and television in the next phase.

RichardBerney, Creative at 303 Perth said, “It’s been up since Wednesday, andthere are already thousands of uploads. Rove did a routine on it theother night which was exactly the sort of engagement we’d been briefedto deliver.”

You can follow the campaign at:

http://www.allaboutlife.com.au/

http://www.facebook.com/jesusallaboutlife

http://twitter.com//jesusaal

Credits:

Creative Director: Julian Watt

Creative: Richard Berney

Head of Digital: Nic Chamberlain

Web Director: Paul Hamilton

Group Business Director: Matt Clarke

Business Director: Lucy Gleghorn

Creative Co-ordinator: Louise Acret