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The Brief

The City of Armadale came to us with the brief to change the current negative conversation about the City, encourage more people to visit the retail CBD and to rediscover the beauty of Armadale.


The Challenge

When Russell Brand comes to Perth and the first thing he does is criticise Armadale because research tells him it isn’t a great place to visit, you know a change in perspective is needed. Our challenge was to flip the conversation on its head and give the people of Armadale “permission” to speak positively about their City.


The Approach

Research was integral to this strategy. We used a range of conversation and persona mapping tools, held interviews and referenced key survey documents to find out the underlying problem. We discovered from this that 55% of people were satisfied with Armadale as a place to live and our core audience of 24-49 year olds (young couples and families) actively wanted the reputation and atmosphere to improve.

By unifying these insights, we created our brand idea: to encourage people to fall in love with their City again. From this, the City’s newest ambassador ‘The Dale’ was born. This cheeky and “very datable” bloke from Armadale allowed us to use a third person point of view to share where in Armadale they would take him for a date, and encourage others to talk about their favourite things to do.

To inspire people to tell us where they would take The Dale we offered a $5,000 shopping spree for people using the hashtag #TheDale. We rolled out the campaign across social media, through print and radio partnerships, digital advertising and outdoor.

This campaign was so successful that we developed a second campaign, partnering with renowned Perth influencer and photographer Jarrad Seng to provide his unique perspective on #TheDale. By hosting an ‘Instameet’ with a range of Perth influencers, we were able to garner the attention of local media, bloggers and The West.


The Results

Across both campaigns we generated:

  • A reach of 939,601 who saw the campaign via social media
  • 700 photos entered into the photo competitions
  • 13,910 individuals who interacted and engaged with the campaign
  • A significant increase in sentiment: 90% positivity

Testimonial

The team at Clarity has done a fantastic job on both our #TheDale campaigns, so thank you again for the fantastic ideas you brought to the table, and the constant passion and professionalism you brought to the campaign. You have been a pleasure to work with.
Tiana Anderson, Marketing and Communications Officer City of Armadale

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