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Case Study Census 2016

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The Census is a descriptive count of everyone in Australia on one night (Tuesday 9 August, 2016). Conducted every five years, it provides a snapshot of the Australian people and helps estimate the Nation’s population.

Knowing how many people call Queensland home is the best way for Queenslanders to get their fair share of federal government funding for key infrastructure and services such as hospitals, schools, roads and more.

the challenge challenges

To encourage all Queenslanders to complete the 2016 Census.

Queensland is Australia's most undercounted state in the Census. In 2011, it was estimated that nearly 77,215 Queenslanders failed to participate. At approximately $5,300 per person, this equated to a staggering $400 million loss in potential Federal funding for Queensland.

Solution Our approach

We got the most enthusiastic, entertaining and qualified counter in the world to help - Sesame Street's Count Von Count.

TV Commerical Television

Khemistry contacted the Count via Sesame Workshop in New York. After sharing our script about the Count helping-out with Australia’s biggest count, they were instantly onboard. Literally, the Count and his puppeteer were onboard a plane headed for Brisbane just weeks later!

Once down under, the Count did what he does best - count! Khemistry filmed his counting quest both on location and in-house at the Khemistry studio. Matching background plates of iconic Queensland locations with green-screen footage of the Count, Khemistry created a 30 second hero television commercial.

Edited and post produced in-house, the TV commercial involved high end sound design (including backing track) and motion graphics. We also set up a live video link with Sesame Workshop in New York, to get the voice of the Count involved during filming.

campaign campaign

Complementing the TV commercial, we also created:

  • Regional radio campaign
  • Countdown ATN radio reads
  • Target digital banners
  • Social media campaign
  • Landing page

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