The experienced copywriter.
Some interesting projects
National Australia Bank (nab)
In 2011, the nab in-house digital team roped me in to work on a large project: an online help avatar which guides visitors on their website to the right information or provides answers to questions they type in. The secondary aim was to reduce call centre enquiries. Since the August 2011 launch, statistics in December showed a 32% increase in the avatar’s usage and a reduction in call centre enquiries. The digital team liked my work enough to get me back for some social media work. I wrote the following blog posts:
Is debt consolidation right for you?
In January 2012, nab commissioned me to write and/or edit a series of 14 blog posts to educate and inform customers on the use of credit cards and how to avoid interest charges. These posts can be found on nab’s banking products blog. A few more are on their banking tips blog.
Here’s some great feedback the client provided in May 2012:
"Complaints about credit cards are on a massive downward trend and one of the three reasons for that, according to our expert analysts, is the education content we've got on the blogs... Thank you again for your work on this. It wouldn't have happened without you."
Max Johns, Online Copywriting Advisor, NAB Digital Team
Pearson Trueman & Associates
I’d previously worked on the brochure and website for this impressive information consulting firm, established and run by two very clever women. When they made it into the BRW 2010 Fast Starters Top 100 list, they came back to me for an ad and complementing editorial to run in the magazine. Standing out from the corporate crowd was the imperative, so the ad focused on the genuine passion they exude for their business. ‘We love what we do’ is a simple, honest statement about the company that puts some emotion into a typically formal environment. It’s a line I used in their original launch material which still works as their tagline and mantra (it’s even painted in large type on their office wall to inspire staff). I also re-worked their services brochure in 2011, which is available as a PDF on their website. See the ad in the folio.
The Olsen Hotel Compendium (Art Series Hotel Group)
Art Series Hotel Group (ASHG) required an in-house compendium for guests to provide an introduction to the hotel, an overview of its architecture, a brief history of the ASHG, information on the artist, details of the hotel’s services and facilities, and a guide to the local area. The compendium needed to establish a tone for The Olsen, integrating elements of the artist’s character whilst maintaining a warm and welcoming dialogue between the hotel team and guests.
Sydney Philharmonia Choirs
Sydney Philharmonia Choirs wanted powerful headlines for an integrated campaign promoting their 2010 concert series. Rather than describing the performance piece for each concert, they wanted to capture the essence of the experience to entice people. Each headline needed to be adaptable for posters, press ads, flyers and online marketing. To tackle this, I developed an overall theme for the ten concerts and a structure for the headlines to provide synergy for the campaign:
See. Hear. Feel.
Experience Sydney Philharmonia Choirs 2010.
“Feel the joy” is used for each of the concerts to emphasise the core experience of attending any SPC event. The headlines can be interchanged as sub-heads or copy. See examples in the folio.
Australian Bush Heritage (E-DM)
To coincide with the 200th anniversary of Charles Darwin’s birth and 150 years since he wrote On The Origin of The Species, Bush Heritage Australia wanted to create a direct mail pack to help raise funds for their various reserves of ecological significance which sustain vital biodiversity.
Velocity, the loyalty program of Virgin Blue (CumminsNitro Brisbane)
Velocity’s website had grown organically since the initial launch of the loyalty program and it was time for an overhaul. A consistent copy tone and style needed to be developed and implemented, as well as improvements to structure and ease-of-use. This major project involved developing a copy style guide, then writing and/or editing content to ensure consistency throughout. Not long after the website review launch, Velocity was announced the world’s favourite rewards program, winning best awards redemption and best website at the 2009 Freddies awards (voted by the frequent flyer travelling public). Nice to know all the hard work is appreciated by customers too. Find out more here. Virgin Australia and Velocity have had a brand review since this work was done in 2008-9.
As well as writing numerous press ads, editorials, EDMs and website updates for Velocity, I was also involved in two other major campaigns. The first of these included developing concepts and copywriting for Velocity Global, a through-the-line consumer education campaign to create awareness of Velocity’s ability to redeem Points for international travel. The campaign included a competition microsite, national billboards, national press, web ads and email promotion.
The Velocity Bonus campaign was created to build awareness of the ability to transfer reward points from three major credit card programs to Velocity and to convince punters to take action by transferring their points in three easy steps. The campaign involved a competition microsite, DM packs and EDMs. The results exceeded all targets and the campaign is a finalist for an ADMA award for effectiveness in 2008.
Totem Communications (Sydney)
As well as copywriting for a variety of clients for this Sydney advertising agency, Totem asked me to write a voice-over script and copy for their website totemcomms.com.au. They wanted a specific, quirky tone to reflect the agency’s distinctive personality.
“We’ve thrown a wide range of briefs at Kaye, from a wide range of clients, and each time she has thrown back hard working copy. The kind of copy that actually addresses the audience at hand in a meaningful manner.”
Andrew Johnson
Business Director, Totem Communications
The Mill Residences (Sydney) - Baker Kavanagh Architects/Ganellen
Ganellen, the developers behind the adaptive re-use of an historical church building in Sydney, wanted a high-end coffee table book as a keepsake and sales tool for potential buyers. Baker Kavanagh Architects designed two luxury residences within the church building and two new townhouses at the rear of the existing building. Their designs cleverly maintained and emphasised the integrity of the building’s history, whilst creating four very distinctive, highly desirable residences. The book needed to reflect this exclusivity with a sophisticated tone. Project-managed by Jackie Blundell, the end result was a beautifully designed cloth-bound hard cover book, with headlines and copy taking the reader on a journey through the building’s history and development to its current stage. Much of this copy was also used on their website at themillresidences.com.au.
Queensland Health’s Eat Well, Be Active Campaign (Gallery Group, Brisbane)
The Gallery Group had developed an above-the-line and online campaign that required a huge amount of copywriting. I was brought in to write the copy for the website and a distinctive brochure, which was delivered to every Queensland household in 2007. The brochure consisted of an A5 folder containing 10 inserts designed in an index card style for easy reference. These cards outlined the importance of eating well and being active, plus helpful hints and tips on assessing and maintaining good health. The comprehensive website was a vital part of this campaign, as all communications drove people to the site for more details. It contained a vast amount of health and nutritional information, from ways to build more exercise into a daily routine to healthy recipes and cooking tips. eatwellbeactive.qld.gov.au
Other Australian agencies and clients
Relax Design Sydney: Australian Wool Innovation, Purely Merino.
CumminsNitro Brisbane: Velocity, Sunshine Coast Tourism, Personalised Plates Queensland, Stockland, Virgin Blue, Cenovis.
Gallery Group Brisbane: Queensland Health, Gold Coast Blaze (basketball team).
Totem Sydney: DHL, Discovery 1770/Agnes Waters, CBA Agribusiness.
JWT Melbourne: Ford, Shell, Blockbuster Video.
M&C Saatchi Melbourne: Hewlitt Packard, Bush Heritage, ANZ.
Wednesday Media: Carlton Draught website.
E-DM/Lucy Ashley: World Vision, Australian Bush Heritage, PMP Print.
MercerBell Sydney: Landrover Freelander & TD Waterhouse brochures.
Bond Direct (George Patterson) Sydney: Optus Mobile, Polaroid, Avis, The Starlight Foundation, National Parks & Wildlife.
Clemenger Direct Melbourne: Australia Post Philatelic, Flag-Inns, Myer Direct.
London agencies and clients
Digitas: Saab DM, Web Services integrated campaign, Royal Bank of Scotland Small Business banking pitch (won).
Euro RSCG Circle: Budweiser World Cup microsite content & news updates, British Tourism Authority promotional microsite, Peugot banners.
141 Communications/Bates: Print ads & DM for Scotchguard, Superdrug chemists.
Grey Interactive: Content development and copywriting for Red Bus Films2 website & Smith Kline Beecham content updates.
Black Cat: Cable & Wireless print & DM; Air Miles newsletters.
Brann London: Emirates pitch.
Wunderman Cato Johnson: Global style guide & DM for Star Alliance; Adobe, Ford.
Evans Hunt Scott: Vodafone, Ionica (telco), Tesco Direct, British Gas.
TBWA/Payne Stracey: British Telecom, Nissan, Advanta, Weight Watchers.
Barraclough Hall Woolston Gray: British Telecom, Thomas Cook Cruise Direct.
Tullo Marshall Warren: Mercury mobile, Shell.
Smith Bundy: Sight Savers International, WWF, Mental Health Foundation, ChildLine.
Option One: Orange mobile.
Carlson Marketing: British Airways Executive Club.
Euro RSCG Direct: PetPlan insurance, Daewoo, Royal Doulton/Lawleys.
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