City of Perth - Let's Thursday Like We Friday
We were tasked by the City of Perth and 52 different venues around the city to drive visitation and spend on Thursdays.
Idea and execution
Thursday is the poorer cousin of Friday and Saturday. It’s the gateway to the weekend but is often overlooked for its more glamorous cohorts. We took this insight as our inspiration. We needed to change attitudes to Thursday completely and just targeting people with special offers in venues wouldn’t be enough. We needed to stick up for Thursday and give it a personality all its own.
We created a manifesto that declared the benefits of Thursday, designed to change opinion about this special day of the week and create a personality that people would warm to. A personality completely different to that of Friday or Saturday. The idea has a dry sense of humour, with tongue firmly placed in cheek.
To deliver our manifesto, we used Tex Perkins of 90’s band The Cruel Sea which ran through Catch Up TV, social media and digital placements. We also used radio to broadcast our manifesto and a radio promotion with NOVA 93.7. A long copy visual representation of the manifesto was hand crafted and used across out-of-home and printed material, further developing Thursday’s personality.
It’s too soon for results. We’ll keep you posted!
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