The Brisbane App — An app that comes with the thrill of being first.
The Brisbane App was created to help residents and visitors uncover the city’s hidden gems. But before they could discover anything, they had to discover the app. So to get them to hit download, we teased them with bite-sized samples of first-to-know thrills, knowing they’d be hungry for more.
Brisbane City Council
Disciplines- Advertising
- Brand Strategy
- Content Creation
- Insights & Customer Research
- Strategic Marketing
The Brisbane App offered more than new destination ideas. It promised the thrill of being first — and the social cachet that comes along with it. From this insight came ‘B in the know’, a launch campaign that showed off 20 of Brisbane’s best-kept-secret-locations in a journey of discovery — through the screen of a phone.
Leading the virtual tour were three well-known Bris-fluencers, drawn from the industries hardest hit by COVID-19.
To lock down the campaign’s other stars (destinations with the right mix of underground cred and aspirational appeal), location scouting became an all-of-agency affair. Together, Khemists compiled an impressive master list of over 300 of their top Brissie spots. And efficient production wrangling turned these into a library of video and image assets to fuel a steady stream of targeted content.
