Modernising the Brand of Australia’s Central Bank
Reserve Bank of Australia (RBA)
Lake Macquarie City Council asked us to increase awareness and position the region as a desirable destination to live, work, study and play, by giving people a real taste of life on the lake – a moment of calm.
With crowded commutes, rising stress, and a growing desire for more space and balance, we knew Sydneysiders were open to change, we just needed to show them the lifestyle Lake Macquarie could offer, and help them locate it on the map.
The ‘Make Your Move’ campaign offered busy Sydney commuters a literal ‘Moment of Calm’. Through an immersive VR experience and targeted social campaign, we invited them to pause and picture a different kind of life.
We partnered with Newy Digital to produce a series of 360° videos capturing tranquil scenes from across Lake Macquarie, including Warners Bay, Caves Beach, Fernleigh Track and Glenrock. These were used to build the virtual reality experience, which was also uploaded to YouTube for wider reach.
In collaboration with LiveWorks, we staged activations at Manly Wharf and Parramatta Square, placing the experience directly into the daily routines of our audience. The VR moments sparked genuine curiosity, with many participants describing Lake Macquarie as an appealing option for future relocation.
“Lots of attendees commented that the VR was a unique and engaging way to experience Lake Macquarie and that it was really relaxing” – LiveWorks
To broaden our reach, we developed a targeted social media campaign focused on Western Sydney and the Northern Beaches. The campaign exceeded industry benchmarks.
We also partnered with lifestyle influencer Sarah Kearns (92k Instagram followers) to create a 60-second reel of her and her family exploring Lake Macquarie. The video aligned with her existing content and helped bring the region to life for her audience. Within 24 hours, the reel had over 24,000 views and a strong average watch time of 27 seconds.
From city commutes to social feeds, the campaign gave Sydneysiders a genuine glimpse of what life in Lake Macquarie could be: calm, connected, and closer to nature.
Reserve Bank of Australia (RBA)
NSW DPI Recreational Fishing Trusts
NSW DPI Fisheries
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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