The Sunshine Coast Council wanted to come up with a plan that would keep as much of the community’s Black Friday spend within our local economy. In collaboration with Buy Local Sunshine Coast, ADFX pitched an idea:

The purpose of this campaign was to encourage residents to ’Think Sunshine This Black Friday’. The idea behind it being that by shopping locally, people could support their local economy and keep more money in the community.

This was achieved with a two stage campaign; a B2B strategy and a B2C strategy.

It was important for the success of this campaign to, firstly, achieve the support and interest of local business owners who wanted to be a part of this campaign.

Sunshine Coast business owners were encouraged to submit a short video explaining what they do and why keeping the spend local for Black Friday was so important for the Sunshine Coast community.

These businesses were reached through a HOT91 street team who handed out Think Sunshine collateral and spoke directly with business owners about the campaign and it’s objectives. From there they were encouraged to submit their video.

Two small business owners were chosen from the group of contestants to win a marketing package worth over $5,000 each.

Some amazing, local businesses collaborated to create the marketing campaign prize which consisted of a premium, 12 month, Buy Local Sunshine Coast membership, a fully produced radio campaign on HOT91, 2 x quarter page ads in My Weekly Preview and an EDM header on the Sunshine Coast News website.

The ADFX team contributed the graphic design and strategy for each winner as well as script writing and overall campaign management.