bradley luo - strategist, thinker, doer.

BRADLEY LUO
STRATEGIST, THINKER, DOER.
bradley luo
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around the
watercooler
PROJECTS & CAMPAIGNS AT THE OFFICE
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Qantas Frequent Flyer
category travel & aviation
work digital, video content & direct marketing
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Qantas Frequent Flyer
continued
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Qantas Frequent Flyer
continued
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Dilmah
category fmcg
work digital, tvc, press, radio, point of sale, events & content creation
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Dilmah
continued
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Dilmah
continued
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Australian Capital Tourism
category tourism (government)
opportunity change the public perception of Canberra
challenge 1. we had to challenge the perception of Canberra being
boring and bland
2. make the public see that Canberra can be a holiday
or weekend destination
solution development of the world’s first “Human Brochure” via a social
media initiative that is supported by a fully integrated campaign
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work social media strategy & management, microsite, mobile site, online banners,
print & radio
results 31,406 applications, $81 million earned media impressions, #1 trending Tweet for
three days, 7,782 Tweets, 4,952 Instagram pics, overnight visitors increased 23.9%
awards APMA - Best Use of Social Marketing in a Campaign - Silver
APMA - Most Innovative Idea / Concept - Bronze
APMA - Best Event or Experiential Marketing Campaign - Finalist
Comms Con - Most innovative use of social media - Highly Commended
IAB - Brand Destination Site - Finalist
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Australian Capital Tourism
continued
500
PLAYFUL, INQUISITIVE, ACTIVE,
friendly, chatty, adventurous,
spirited, sporty, curious, savvy,
food-loving, artistic, family-oriented,
HUMANS
WANTED
PLEASE VISIT
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Australian Capital Tourism
continued
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Jim Beam
category alcohol (dark spirits)
work digital, consumer & trade promotions, point of sale & content creation
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Jim Beam
continued
You’re responsible
for your actions,
so don’t let your
team down
Jarrod Mullen
Newcastle Knights
WINA JIM BEAM
ElEctrIc skAtEBoArd
PURCHASE ANY JIM BEAM PRODUCT TO ENTER
PROUD PARTNER OF
NEWCASTLE KNIGHTS
START DATE
FINISH DATE
DRAW DATE
WINNER PUBLICATION
For full Conditions of Entry go to www.jimbeampromos.com.au
Open to Australian residents aged 18 yrs or older. See in the Participating Venue or ask staff for Promotion Start, End, Draw and Winner Publication Dates. Commencement date will be no earlier than 01/04/2012 and conclusion date will be no later than 31/03/2013. Max of 2 entries per person per day except if this Participating Venue is located in NSW
where there is a max of 1 entry per day. PRIZE: 1 x Jim Beam branded electric skateboard valued at $999 (RRP) (inc GST) to be won in this Participating Venue. All entries received from this Participating Venue will form part of the Venue Prize Draw. Prize draw will be conducted at PrimeFocus, 403/62 Beach Street, Port Melbourne, 3207. Prize winner will
be required to return to this Participating Venue to collect Prize. Promoter is Beam Global Australia Pty Ltd ABN 85 003 953 357 of Level 1, Building 2, 49 Frenchs Forest Road, Frenchs Forest, NSW, 2086. Authorised under Permit Number – NSW LTPM/12/00176.
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ŠKODA
category automotive
work digital, tvc, press & point of sale
5-year unlimited
km warranty
across the
ŠKODA range
5-year unlimited km
warranty across the
ŠKODA range
*
*
Free stamp duty,
CTP and rego on
all demonstrators^
Tough car offers that are tough to beat
Free stamp duty, CTP and
rego on all demonstrators^
Tough car offers that are tough to beat
For a limited time, we’re offering a huge five-year unlimited kilometre warranty*
is a tough performer. Enjoy Volkswagen Group technology throughout, and
across our entire ŠKODA range plus free stamp duty, CTP and rego on all our
powerful, fuel-efficient TDI or TSI engines, up to nine airbags (on the Superb),
demonstrators^. Whether you choose the sporty Fabia, rugged Yeti compact
plus Electronic Stability Control as standard. Add extraordinary luggage space and
SUV, luxury Superb, powerful Octavia or practical Scout 4x4, every ŠKODA
Bluetooth® connectivity and you’ll see we’re tough to beat on quality and value.
For your nearest dealer call our Customer Information Centre on 1800 607 482 or visit skoda.com.au
Alto ŠKODA
*Two-year extended Factory Warranty on standard warranty terms for all new ŠKODA vehicles, or two-year extended Factory Warranty on remaining
warranty terms of all ŠKODA demonstrator vehicles. Offer ends 29 February 2012. While stocks last. Available at participating dealers. ^Free CTP,
stamp duty and registration on all demonstrator vehicles. Offer ends 29 February 2012. While stocks last. Available at participating dealers.
OFFERS MUST END 29 FEB 2012
bradley luo
320 Pennant Hills Road,
Pennant Hills
Ph: (02) 9875 0188
MD: 12957
Northshore ŠKODA
10 Herbert Street,
St Leonards
Ph: (02) 8198 1717
MD: 12353
Penrith ŠKODA
2128-2140 Castlereagh Road,
Penrith
Ph: (02) 4724 5555
MD: 26111
Rockdale ŠKODA
286 Princes Highway,
Rockdale
Ph: (02) 9503 9100
MD: 11033
Trivett ŠKODA
Blacktown
2-10 Second Avenue,
Blacktown
Ph: (02) 8822 1196
MD: 13600
4-16 Anderson Street,
Trivett ŠKODA Parramatta
Ph: (02) 9841 4131
Parramatta
MD: 13600
1 Link Road,
Trivett ŠKODA Rosebery
Ph: (02) 8338 2626
Rosebery
MD: 16132
*Two-year extended Factory Warranty on standard warranty terms for all new ŠKODA vehicles, or two-year extended Factory Warranty on
remaining warranty terms of all ŠKODA demonstrator vehicles. Offer ends 29 February 2012. While stocks last. Available at participating
dealers. ^Free CTP, stamp duty and registration on all demonstrator vehicles. Offer ends 29 February 2012. While stocks last. Available at
participating dealers.
SKO0671_SMH_B86
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Kimberly-Clark
category fmcg
opportunity to reinvigorate the kimberly-clark corporate portal, and to change peoples’
perception of the brand
work digital
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ALDI
category retail
work corporate & regional: print, digital, radio, outdoor, point of sale,
direct marketing, catalogue & promotions
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ALDI 10th Birthday
opportunity help ALDI celebrate their 10 year anniversary in Australia
challenge 1. we had to follow a similar model to a Swiss promotion
2. change the community’s perception of ALDI
3. we had 10 x $10,000 ALDI credit to give away
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solution - develop a campaign that allowed ALDI to engage with local community
groups from all walks of life
- this revolved around a promotion where community groups submitted a group photo, introduction to their group and how they would use their
winnings
- specific groups that held strong community appeal was the target audience
work website, edm, posters, print, catalogue & gift cards
results achieved over 2000 unique entries
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ALDI Christmas
opportunity create a website where customers can view Christmas specials
challenge 1. entice visitors to view the majority of the products on display
2. the products were already available to view on aldi.com.au
3. communicate to customers that everything they want for
Christmas is available at ALDI
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solution - develop a visually elegant and quintessentially Christmas website that
allowed visitors to view the products in an engaging format
- an interactive rotating gallery was created to showcase hero products, and
customers were able to share with their friends any products that were of
interest to them
work website
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BOKKS London
category luxury retail
opportunity create a brand that encapsulated elegance and luxury
work brand identity, brand strategy, digital, packaging, print & environments
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BOKKS London
continued
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Bite Me Burger Co.
category hospitality
opportunity present the brand as a chic gourmet burger restaurant with an irreverent edge
work brand strategy, brand identity, digital, packaging, print, radio, digital,
mobile marketing, brand activation, point of sale & brand merchandise
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Bite Me Burger Co.
continued
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Wong & Cohen
category hospitality & ice cream wonderland
opportunity create a brand and an experience that was reminiscent of one’s childhood dream
work brand strategy, brand identity & conceptual interior architecture
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lets get
personal
IDEAS & PROJECTS FROM HOME
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Doggy Diners
category lifestyle
opportunity create a symbol that is internationally recognised for dog friendly dining
work brand strategy & brand identity
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Theodore Records
category music & entertainment
opportunity to contribute to the independent music community
work recorded music, branded merchandise, posters, print & digital
THEODORE PRESENTS
FOUR CHORD
PUNK
© 2005 Theodore Records, THEO - 001.
All Rights Reserved. Distributed by MGM
Distribution. Unauthorised duplication,
hiring, lending, public performance and
broacast of this recording is prohibited.
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Theodore Records
continued
Executive Album Production
Brad Luo, Alex Wilson, Daniel Milne
Album Artwork AND Design
Jonathan Coucoulas, SQUALL CREATIVE
Album Mastering
STUDIO 301, SYDNEY
DISTRIBUTION
MGM Distribution
u
Brad (B-rad) would like to thank...
My parents and my girlfriend Lis for their support and money. The friends that are mentioned in the credits
below for their help with both money and support, and especially Nick for trying to put our website together
:o). Everyone at Care Australia and The Australian Red Cross. The kids that read our flyers and you who went
out and bought our first release.
Alex (C-rot) would like to thank...
My parents, Sophie and all my other friends for their support (and sometimes their money, thanks!) and for
eventually believing that we would carry this off. To all the bands, labels, press people and industry types: you
amazed me with your generosity and support and without you none of this would have been possible. Lastly,
B-rad for constantly making sure everything was coming together and Daniel for his fax machine.
Theodore would like to thank...
Mark Bolton at MGM. All the record companies and bands that donated tracks to the compilation, here they
are in no particular order… Jonathan @ Tooth and Nail, Chris @ Broken English, Ben @ Stomp, Mark @ Below
Par, Jaddan @ Boomtown, Seth @ Negative Progression, Bonnie and Danielle @ Crush, Luke @ SFTMH, Chris
@ Pop Frenzy, Adriana & Megan @ Universal, Jacqui @ 301, Apathy Season, Hawthorne Heights, Taking Back
Sunday, Kisschasy, Something With Numbers, Behind Crimson Eyes, Wishful Thinking, Staying At Home, Little
Yellow Box, Further Seems Forever, Sparta, Thrice, Knucklepuk, The Academy Is…, Q and Not U, Angelas Dish,
and A Second Chance. Shaun at Red Cross. Murray Fahey (for being the coolest lawyer ever!). All the press
people: Drew @ punknetwork.net, Lloyd & Matt @ Blunt, Jaz @ ozmusicproject.net, Michelle @ Scene, Matt @
Brag, Nicole @ Nova. Jonathan Coucoulas @ Squall Creative for the cool artwork. Benji for his help with extra
badges, Jack Campbell for some of the badge designs. Nigel, Michelle, Ken, Nick, Girard, Tom, Verity, Sophie
& Bridget for foolishly yet kindly giving us their money and whoever else we’ve forgotten to mention.
THEO-001 - © 2005 Theodore Records, All Rights Reserved. www.theodorerecords.com.au
7. TAKING BACK SUNDAY - This Photograph Is Proof (I Know You Know)
Written by Taking Back Sunday. © I think I’m taking crazy pills inc 2004.
Taking Back Sunday appears courtesy of Victory Records.
www.takingbacksunday.com, www.victoryrecords.com
1. BEHIND CRIMSON EYES - Nightmare On Apparition Part 6
Written by Behind Crimson Eyes. © Boomtown Records 2005.
Behind Crimson Eyes appears courtesy of Boomtown Records Records.
www.behindcrimsoneyes.com, www.boomtownrecords.com.au
2. THRICE - The Artist In The Ambulance
Written by Dustin Kensrue, Eddie Breckenridge, Teppei Tranishi, Riley Breckenridge
BMG Music Australia Pty Ltd © 2003 The Island Def Jam Music Group
Thrice appears courtesy of Universal Music Australia Pty. Limited
www.thrice.net, www.universalmusic.com.au
3. SOMETHING WITH NUMBERS - Listen
Written by Something With Numbers. © Below Par Records 2004.
Something With Numbers appears courtesy of Below Par Records.
www.somethingwithnumbers.com, www.belowparrecords.com
4. ARMAGEDDON SKY - Cycle Never Ends
Written by Armageddon Sky. © Sightline Records 2004.
www.armageddonsky.com
5. APATHY SEASON - My Safe Haven
Written by Apathy Season. © Apathy Season 2004.
www.apathyseason.com
6. Q AND NOT U - Wonderful People
Written by Q And Not U. © Popfrenzy Records 2004.
Q And Not U appears courtesy of Popfrenzy Records.
www.popfrenzy.com.au, www.qandnotu.org
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8. A SECOND CHANCE - Tell Me Everything
Written by Jason Maffucci, Edward Daniel Simons Jr., Andrew Meunier & Steven Miller.
A Second Chance appears courtesy of Broken English Records. © Broken English Records 2004.
www.ascrock.com
9. STAYING AT HOME - The New Chapters
Written by Staying At Home. © Set Fire To My Home Records 2004.
Staying At Home appears courtesy of Set Fire To My Home Records.
www.stayingathomemusic.com, www.setfiretomyhome.com
10. SPARTA - Cataract
Written by Jim Ward, Antoine Hajjar & Pablo Hijonos. © 2002 SKG Music L.L.C.
Sparta appears courtesy of Universal Music Australia Pty Limited.
www.spartamusic.com, www.universalmusic.com.au
11. KNUCKLEPUK - Indepedia
Written by Knucklepuk. © Fireset Management 2005.
Knucklepuk appears courtesy of Fireset Management.
www.knucklepuk.com
12. LITTLE YELLOW BOX - Ginger
Written by Steven Carr, Ty Jontz, Mike Horn & Ian Ingram. © Negative Progression Records 2004.
Little Yellow Box appears courtesy of Negative Progession Records.
www.littleyellowbox.com, www.negativeprogression.com
13. KISSCHASY - One Mistake
Written by Kisschasy. © Below Par Records 2004.
Kisschasy appears courtesy of Below Par Records.
www.kisschasy.com, www.belowpar.org
14. THE GETAWAY PLAN - Letter Of Credit
Written by The Getaway Plan. © The Getaway Plan 2004.
www.thegetawayplan.com
15. ANGELAS DISH - Lights On
Written by Angela’s Dish. © Boomtown Records 2005.
Angelas Dish appears courtesy of Boomtown Records.
www.angelasdish.com, www.boomtownrecords.com.au
16. WISHFUL THINKING - The Day You Went Away
Written by Wishful Thinking. © Boomtown Records 2004.
Wishful Thinking appears courtesy of Boomtown Records.
www.wishfulthinking.com.au, www.boomtownrecords.com.au
17. THE ACADEMY IS... - Classifieds
Written by Michael Carden & William Beckett. © Fueled By Ramen 2004.
The Academy Is… appears courtesy of Fueled By Ramen Records.
www.theacademyis.com, www.fueledbyramen.com
18. GRAND FATAL - Baker Boy
Written by Grand Fatal. © Set Fire To My Home Records 2004.
Grand Fatal appears courtesy of Set Fire To My Home Records.
www.grandfatal.com, www.setfiretomyhome.com
19. HAWTHORNE HEIGHTS - Ohio Is For Lovers
Written by Hawthorne Heights. © Another Victory Inc 2004.
Hawthorne Heights appears courtesy of Victory Records.
www.hawthorneheights.com, www.victoryrecords.com
20. FURTHER SEEMS FOREVER - For All We Know
Written by J.Colbert, D.Cordoba, C.Neptune, S.Kleisath & J.Bunch.
Further Seems Forever appears courtesy of Tooth And Nail Records.
© Tooth And Nail Records 2004.
www.furtherseemsforever.com, www.toothandnail.com
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Elastoplast: ready to wear
category fmcg
opportunity broaden the brand’s appeal with the wider community, whilst connecting the brand
with a more youthful demographic
solution - creation of a “ready to wear” range that protects plasters day to day, and is always available to use
- create brand awareness by using innovative channels and formats to distribute sample products
- use communication that the target market understands with subject matter that engages
concepts packaging, outdoor, interactive media, mobile, print, digital, customised dispensers & events
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THANK YOU FOR LOOKING
call me +61 405 539 166
www.bradleyluo.com