NDIS in NSW

The NSW Government appointed Circus to create an important multi-channel campaign encouraging people with disability to contact the NDIS.

Project:

NDIS

Prequalification Category:

Marketing and Campaign Services

Date:

October 2018

Budget:

$350,000 Creative and Production

Project:

NDIS

Prequalification Category:

Marketing and Campaign Services

Date:

October 2018

Budget:

$350,000 Creative and Production

Campaign Objectives

The objective of this third phase of the NDIS campaign was to engage people with disability in NSW who have not previously been registered in the system.

Strategy

The campaign needed to be considerate of our audiences needs and past experiences. We needed to address the perceived barriers of entry, break those barriers down and encourage people with disability to see if the NDIS is right for them.

The strategy focused on the help available from Assistance and Service Providers across NSW, delivering the message that "there is help to see if the NDIS is right for you and to help you register".

Target Audience

The audience was not only people with disability but also their families and carers. More specifically, we needed to reach potential participants in NSW who hadn’t previously received any specialist disability support services from the NSW Government, with a focus on underrepresented groups such as Indigenous and CALD audiences.

Execution

With the need for our audience to take action, the campaign tone was authentic and respectful with a consistent ‘call-to-action’ drawing people to the NDIS NSW website. Campaign language included a response trigger and a sense of urgency.

The inclusion of a brand device was succinctly threaded through all creative, providing strength, consistency and instant recognition. The brand device being a digital button provided a clear reference for our target audience to go online, while showing people with disability literally pressing the button, evoked a sense of empowerment and a definitive ‘call to action’.

Creative ran with brand strength and consistency across television, press, digital and social media channels.

Results & Outcomes

The campaign exceeded expectations in driving interest to the NDIS NSW website. Web traffic jumped 666% against the prior 5 week average. With a target of 7,390 visitors, the campaign delivered a total of 36,191 unique visitors.

Campaign effectiveness more than doubled the digital display average with click-through-rates running at 0.16, compared to the average of 0.06. While online video content disseminated across YouTube had a completion rate is 43%, compared to a good result of 20%.

we are here to make a difference

1/63 Foveaux Street,
Surry Hills NSW 2010
email: hello@circusgroup.com
 |  phone: +61 2 9954 6777