Campaign details
Brand: Legacy Australia and RSA New ZealandAgency: VMLY&R MelbourneCountry: Australia
Objectives
Brand metrics
- Increase awareness of the veterans' support groups Legacy Australia and the Royal New Zealand Returned and Services' Association (RSA NZ).
- Increase engagement with Legacy Australia and RSA NZ.
Consumer behaviour
- Increase people's understanding of the collaboration of Australian and New Zealander soldiers in conflicts, especially World War I.
Brand health
- Improve consideration to donate to Legacy Australia and RSA NZ.
Sales success
- Increase donations to both Legacy Australia and RSA NZ.
Summary of the work
Background and context
April 25...