The Opportunity
The City of Unley needed a call to arms for people living and working in the council area, to support local by buying local, during and post COVID-19.
The city-wide campaign targeted business to consumer and business to business markets.
The overarching campaign objectives were to:
- Demonstrate the City of Unley’s support of its 5000+ businesses
- Encourage a shop local ‘ethos’ with residents
- Support all City of Unley businesses and the city as a whole (B2B & B2C)
- Utilise digital technology and Council infrastructure to promote and drive foot traffic
- Attract visitors from outside the City of Unley to experience its unique business offerings
Our Approach
communikate et al developed the campaign name, tagline and identity – Keep it local – live it, love it, support it.
The campaign logo is uniquely City of Unley, derived from the shape of the council region and a linear treatment depicting the suburb borders.
We created a flexible campaign that has broad application for the Council moving forward through:
- Wording that is emotive and action-oriented
- A design that allows for the use of photography and illustrations to depict the different offerings within the council area – from restaurants and cafes to retailers and service providers
- A versatile colour palette
- The ability for word-play within the campaign language
The Outcome
Internally, the campaign name and identity hit the mark the first time, with no changes to the first and only concept presented.
The campaign was rolled out across a broad range of Council assets including:
- Street signage
- Shopfront decals
- Posters
- Digital (EDM banners, website banner and social media assets)
It is expected the campaign will gain momentum and have longevity for the City of Unley and additional applications.