The Great Aussie Bullsh!t Experiment

Frank Health Insurance has a no-nonsense and honest approach to their business, we like to call it a no B.S. policy. We wanted to produce a social campaign that not only lived up to this but also further established their position of cutting out the B.S. when it comes to health insurance.

Idea (and hypothesis)
We have faith in people’s inner Bullsh!tometer, and to help prove it, we wanted to test whether they knew when someone was pulling their leg. We created the Facebook app ‘The Great Aussie Bullsh!t Experiment’. It contained videos of people telling stories of varying outlandish scales. Some true… and some complete codswallop.

The process was simple

1. Watch the video
2. Choose whether you think the person was telling porkies or not.

The gauntlet was thrown down and over four weeks we posted ten Bullsh!t experiments. Once you watched the video and gave your answer, the app would instantly tell you whether you go it right or wrong, the percentage of what people chose and the gender breakdown. It also gave users the ability to match their results against their mates. Plus, each vote registered the entrant to win an extreme experience, with a HD camera to capture it on – just so their mates can’t call bullshit.



Through lots of fun content and posts (including tips from the FBI on how to spot a fibber) we were able to connect with the Frank community, drive traffic to the experiment and make our brand story as engaging as the stories themselves.



Campaign results
123,445,678 Experiments taken*
72,456,355 Fist pumps*
Facebook ‘Fans’ increased by 51%.
Over 8 million impressions delivered.
Over 3 million Facebook users saw some type of Frank content during the campaign period.
Enormous increase in engaged users with a whopping 52 times the normal number.

*This result may or may not be bullsh!t.


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101 Things, The Ultimate Guide, The A-Z of our Teach For Australia Campaign.

We were lucky enough to recently work on Teach For Australia’s 2012 recruitment campaign. It’s exciting working with clients like TFA because it’s a cause that we fully support, and who wouldn’t?

They’re a not-for-profit organisation that strives to ensure that all children have access to an exceptional education. To help achieve this goal they place outstanding uni graduates in teaching positions with disadvantaged communities.

So, our job was to convince top-performing students that had finally left school, to go back again. Maybe the thought of a continued school life is not bad for some, but convincing highly aspirational graduates posed quite the challenge.

The insight into these students is that they obviously have a passion for fighting social injustice, but at the same time they also want to provide themselves with a solid platform for their future.

Likewise, TFA is a lot more than just teaching, TFA teachers have and can go on to leadership roles in numerous fields of influence, including business, politics and education.

We championed the thought of ambition meets conscience.  To bring this to life we used the genre of successful autobiographies/self-help books, with TFA Associates currently in successful careers as the authors.

The campaign is supported by digital, brochure and direct mail pieces. And please, make sure you check out Teach For Australia’s site for some of the brilliant things they’re achieving in our community.


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