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Mona - Best Of Our Worst Reviews
Project
Brand Campaign
Role
Marketing Strategy, Brand Positioning, Media Strategy, Campaign Development, Creative Direction, Copywriting
This was Mona's first ever brand campaign. The objective was to increase aided awareness in Melbourne, Sydney and Brisbane. Tactically it needed to reinforce Mona's divisive, anti-establishment brand positioning. The end result? Awareness increased 10%, visitation increased 25%, and the earned media far exceeded Mona's paid spend.
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