Good local campaigns can go global. Convert’s Spice Dragon campaign, a celebration of Ayam’s 120 years as a trading company in the Asia Pacific region, was picked up by their European marketing divisions for international use.

Ayam sponsored celebrations in Australia. The “Dragon” appeared in food title magazines and on bus mega-sides for the length of the 2012 Chinese New Year celebrations - the “Year of the Dragon”. Ayam had their own Dragon float, exhibited at the food festival in their “Spice Dragon’ marquee with celebrity chef Alvin Quah and integrated at store level with a promotion offering uniquely Asian prizes.

Sponsorship can work if it is carefully integrated and the Australian Marketing Institute recognised this campaign for marketing excellence. “Rock On Australia” leveraged a uniquely Australian live music event (the ARIAs) and with a little creativity gave HP the opportunity to localise a global campaign.

Convert identified the strategic link, facilitated the sponsorship and developed campaign creative across outdoor, print. We also adapted the sponsorship to experiential, online and POS creative.

Sometimes perfectly formed, small ideas are better than big ideas shoe-horned into different channels.

The HP Envy14 Spectre the world's first Ultrabook™ shrouded in multi-surface glass was launched as “an extraordinary new model”. The launch included a fashion shoot in Vogue Australia, an advanced augmented reality experience at Fashion Week and displays in busines class lounges across the country. The campaign won silver and bronze at the International Summit Creative Awards, which we thought was, well, extraordinary