NEW BUSINESS, NEW CAMPAIGNS FOR LONGTAIL
Cash Converters has appointed Longtail to handle the launch of their new online Webshop and online brand presence. The full service digital agency has been tasked with all facets of the launch and has already completed a successful first phase of activity to build registered users and build sales.
“We are delighted to have won the Cash Converters business, and we have already repaid their confidence in us,” said Carlo Bertozzi, CEO and founder of Longtail.
Linsey Millard, Online Marketing Manager for Cash Converters, said “We have seen a very swift and significant increase in registered users 
and 
more importantly, in sales, which have more than quadrupled in the last few weeks.”
The campaign combined extensive Search and Email Marketing in the pre-launch phase and this has now been extended to include Performance based display advertising and behavioural targeting in the next phase of activity. Longtail is also rolling out an innovative strategy toharness the blogosphere to drive traffic to the site, and generate awareness amongst niche groups.
Bertozzi said they had employed a number of smart search strategies to minimise cost and maximise results for the client.
“This is a great example of where Longtail is able to leverage its deep knowledge of the digital space to help a traditional offline brand make the transition to online.”
Glen Donaldson, Cash Converters National Advertising Manager said “Longtail have done a tremendous job in a short time and have shown that they not only understand the online space but also our brand.”
In a second win for the agency, Landgate have recently engaged Longtail to plan and execute their entire 2008/2009 digital advertising activity. Longtail will be working closely with 
Rare Creative Thinking who will be responsible for the offline components.
Darren O’Malley, Landgate’s Acting Marketing Manager said “Longtail impressed us with their well developed understanding of our business, campaign strategy and creative use of media.”
“Landgate are continuing to grow the ecommerce area of their operations” said Bertozzi. “We are very pleased to have won the business. We’ve planned several effective media placements to drive sales and have some exciting ads in store for the campaign.”
The Landgate digital media campaign is due to kick off in August 2008.
Longtail has also launched its second campaign for PerthNow, The Sunday Times online news website. And in doing so, Perth’s only full service digital agency has claimed another Australian first by utilising a Mashup of live RSS newsfeeds and employing behavioural sequencing to deliver users content based on their interactions with the campaign, wherever they see it.
Geoff Baldwin, creative director of Longtail said “The PerthNow brand is all about immediacy of news, they are all about ‘NOW’, and we felt strongly that immediacy needed to be reflected in their advertising.”
The campaign also employed a number of other rich media techniques such as expanding banners, data capture and alpha channel video to deliver cut-through, engagement and interaction.
Ish Davies, Managing Director of The Sunday Times and PerthNow said “We have been impressed with the way Longtail has been able to creatively represent PerthNow as the market leader it is.”
The campaign was developed to specifically targeted office workers. Longtail worked collaboratively with The Brand Agency to create offline material for billboards, bus sides and AdShels around the CBD.
“This campaign clearly demonstrates that an agency from Perth is more than capable of delivering world class digital advertising,” said Bertozzi.
10 Comments
So is this another loss for 303?
I presume the online component of Cash Converters was previously handled by 303.
No it isnt. The online component was never handled by 303.
Nice design for the website too. Very clean, straightforward and easy to understand. So much better than EBay’s. Well done Carlo!
Yes it was. And Linsey Millard used to work at 303. Hmm
11.03 Who cares? Get back to work. We’ll never be as good as Paul Yole hopes if we spend all day sending anonymous bitchy passive-aggressive comments to the CB blog, will we?
Actually, I’m pretty sure the website was done at 303.
So 3.15 you are saying that Longtail didn’t create the website and they are taking credit for your (303’s) work. You obviously know, but that is not how the story reads.
That’s interesting 3.15. Surely the press release would have mentioned such an important contribution? As important as “performance based display advertising and behavioural targeting” must be to the mix, to overlook the foundations of the whole project like that smacks of revisionism.
How about less anonymity guys! Just to put the record straight I will comment on what we DID do, which was the Microsite and supporting campaign, which in the interests of integration played on the theme developed by the offline incumbent. Great to see CB developing a debate. The Webshop itself was developed in the UK by Traffic Digital, which is a matter of public record as there is a link on the site that says ‘Site by Traffic Digital’ 😉
Carlo
So Traffic Digital designed the look of the Webshop site??