Lucy Kough

Fitting in, standing out. The world of beauty and skincare is pitched between purpose and perfection. (Aghhh, boring.)

At its simplest, skin care is an act of self care. Like brushing your hair or a walk in the sun. So why conform when you can simply make skin choices for the love of me. This brand platform injected joy into the full experience of a 25 year old brand.

Looks like a rib roast, speaks fluent beef. Enter the Beef Oracle. This all knowing, fountain of beef knowledge was a digital utility designed to restore Australians’ faith in beef. Being a modern oracle, it had its own website with live chat, a daily radio show, a high scale 'oven' activation and a 1800 number Aussies could call for on-the-spot beef advice (and a little light humour on the side). 

How do iconic confectionary brands make themselves contemporary?

Pop up in an unexpected shop and take their customers on a journey they have never seen. The KITKAT and ALLENS brand activations proved if you build it, they will come. And eat. And buy gifts. And wait in super long queues simply because it was so much fun.

These huge projects involved many brains to create a brand experience that’s now gone global. 

A new Marketing Cloud partnership required a content audit, completely new UI and optimised onboarding journey for the Ayres Rock Resort and Mosman Gorge travel brands. Smart design delivered on retail needs but kept the organic and magical nature of the brand.

A simple retail idea that encouraged families to start a new Christmas ritual - building their own Christmas star out of LEGO. This integrated campaign drove social conversation, customer engagement and ultimately sales during the busiest time of the year for toy retail.

When you raise your bread free range, it has the freedom to gather as much goodness as it can. So when Abbott's Village Bakery launched a fruit bread, we created a game to let the hungry little loaves do just that.

The game was housed on a microsite and we used Facebook to communicate the new level of the game everyday, incentivising a $500 cash prize. Average engagement time was over 5 minutes with over 60% of users returning each day to play during the promotion.

Let’s be honest. No one feels anything for superannuation. It’s a low involvement, low interest category. So we bucked the trend of boring beach walks and white yachts to show that getting a fair go on your superannuation now feels pretty good. As good as tapping out a tune using only your body as an instrument in fact.

Australian women are set to retire with 28% less super. And are 8 times more likely to be homeless over the age of 55yrs. (What the?). While the barriers to solving this are huge - the solution to having more money in your super is pretty simple. Small and frequent extra cash, added in as early on as possible.

This fintech platform allows women to invest the savings from their favourite retail stores automatically into their super as a non-concessional voluntary contribution. A new way to build a community around women in finance and move closer to gender equality.

Currently in validation. #3 in Launch club pitch night. Top #50 Startmate Accelerator 2024.

This brand relaunch urged 'Earthlings' (those stuck in the routine of life) to become Cruiselings (people who have the freedom to truly live).

What’s the fast track to doing so? Holidaying on a P&O cruise - the place that's like no place on earth.

The integrated campaign included: TVC, interactive content that let you 'Meet the Crusielings' and explore the ship for real, plus the chance to compose your own Cruiseling song with a ship horn keyboard. The winner was played by the newest ship's horn on its maiden voyage.

A new employee digital tool making diversity, equity, inclusion and belonging part of everyday agency life. In development for global launch May 2024

NSW country locals believe they are safer on their roads than city people or tourists. After all, they 'know these roads’.

What they don’t know is killing them. The truth.

70% of the state’s road toll is regional drivers dying on their own roads. The group most at risk? Older men - the most experienced drivers on the road. Those in deep denial and still likely to justify risky decisions when they get in the car.

This regional PR and integrated campaign showed how our normalised excuses and everyday decisions made behind the wheel are indeed critical. Everyone has the responsibility and power to change the tragedy on NSW roads.

To date this campaign has reversed an 7 year incremental death toll, reducing fatalities by 20. It has also set a new precedent for empowerment messaging within road safety communications.

The impact of donating your old glasses to someone in need is not a concept that requires actors. So we ditched the script, jumped a plane and let the camera find the stories. Proving customers would chose an eyewear brand on purpose over price.

Turning complex data into a compelling visual. This became Rest’s most effective MJOL (members joined online) campaign ever.

A new onboarding strategy and fresh UI kit design connected member comms to the world of brand.

Launching a new loyalty program for Vogue Australia was a fashion first requiring a suite of acquisition, onboarding and retention communications that encouraged action whilst staying true to the brand.

No man is an island. Except Phil.

Meet Phillip Island. His mates call him Phil. He is a Moto GP fan who has made the Phillip Island Formula One racetrack his home, literally.

With a serious awareness issue and some strong rational barriers to attendance, the Australian Grand Prix had to establish a new emotional connection with an untapped motorcycling enthusiast audience.

This low budget campaign delivered a 10% lift in attendance(after six years of decline), 19% revenue increase(including a new 'Phil' grandstand and merch), 26% increase in sponsorship post event. In it’s second year, the campaign sold every grandstand seat 2 months out from the event.

The Australian newspaper were under-indexing on their female readership. Instead of a standard subscription offer, a partnership with Vogue was struck to create a whole new product (and ad revenue stream) for a niche but growing audience. Women who excelled at business, cared about world news but also thrived on fashion trends and entrepreneurship are those most likely to be ‘beautifully read’.

If you want to shake up the weight loss category, why not start with the truth? Shedding kilos is hard if you still want to have a life. But luckily this program let’s you have one of those along the way to success. This campaign reversed a ten year decline for the brand by giving it a contemporary look and a voice that was so refreshing it demanded attention. ADMA Grand Prix finalist & Silver, Caples Bronze.

Until 2008 tampons in Australian were not sterilised. Sorry, what? Exactly. In launching this newsworthy product, we had a story to tell.

In launching a hydration drink to pregnant women we moved past the category norms of the nurturing mum. Instead we celebrated the amazing, non-stop physicality of the pregnant body, creating a clear and compelling reason to buy our product.

Only 7% of Australian motorsport fans attend the Formula 1 Melbourne Grand Prix each year. We discovered the telecast was so compelling, it had become the event's biggest competitor.  

Departing from driver led campaigns, we celebrated the sensory feeling of being there live - reigniting the most real Formula 1 experience there is.  A mix of TVC, digital, outdoor, web and promotional ideas led this retail brand campaign.

The campaign delivered 9% increase ticket sales, increased revenue across all ticket categories (27% GA, 21% grandstand, 11% hospitality) and traffic to the website was up 15% YOY. 

2017 SPIA Asia Awards: GOLD, Best Integrated Marketing Campaign for a Sports Event

Plate of our Nation was a social campaign aiming to reverse the nation’s obesity epidemic. With the help of celebrity chef Pete Evans and a panel of experts, Weight Watchers researched how our attitudes and habits towards food have changed over time in order to change our behavior for the better.

We launched the project through PR to spark debate amongst Australians and created a multiplatform campaign that encouraged people to:

1.Compare themselves to the rest of the nation in finding their ‘fooditude’

2. Instagram their meals in order to ‘Rate their plate’

3. Spark debate about our real obesity statistics and put their social weight behind the cause. This meant sharing any Plate of our Nation content through their social media networks.

In just a few weeks over 465 000 people were exposed to the campaign using only owned and earned media. Even Pete Evan’s health tip became a top trending topic on twitter. With this captive audience Plate of our Nation could now launch behaviour changing initiatives like 'Tele Off Tuesday' and 'Downsize Me Day'. Plus innovations like  portion control dinnerware.

Chicks like to chat about problems. Guys don’t. They want the fast and sure answer instead. How could REACHOUT.com let young men know their mental health service even existed?

We created The Sorter - sharp advice for men who need $#@! done. This app prompted life tips in the moment using targeted media to deliver private, bite sized chunks of advice in an ‘older brother touch of yoda’ kind of voice.

Functionality included six areas of advice (and a little randomness like how to fight a bear), a sensor to rate the size of the problem and ‘shake to shuffle’ function to move from one piece of advice to the next.

The result: a simple, relevant tool that rated a consistent 5 stars with it’s audience.

Despite HESTA being the largest super fund for healthcare and community workers,  the struggle to be heard over major mainstream superannuation funds was tough. Rather than championing the brand itself, why not champion the people behind the brand?

The amazing stories of members who had won the HESTA sponsored nursing awards became our inspiration. A brief to create a documentary-style content piece quickly developed into what has become HESTA’s core brand campaign across TV, outdoor and digital & social media.

We collaborated with award-winning documentary maker Jen Peedom and a group of talented stills photographers to uncover this ongoing series of inspirational stories.

Most weight loss plans are strict and regimented. Not Weight Watchers. By aligning the spontaneity of spring with the flexibility of the Weight Watchers plan we sent a message to lapsed members that they could lose weight without missing out on the fun. This self contained lunch bag was inspiration to head out for an impromptu picnic.