The Brief

Vic’s Premium Quality Meat required a website to build hype behind the construction of their new top-secret retail store in Woollahra, NSW.

Our plan was to create a true Transmedia campaign, which would encompass user engagement at ground level with the local community and drive customers online to register for updates.

Our Response

The concept was based around their well-established “Ask the Butcher” interactive flash information tool on the Vic’s Meat website (created by Protein!). The new site incorporated a much grander vision – integrating a new facts tool, competition and retail store construction gallery.

This concept is represented in a cheeky educational way with a blackboard and chalk – establishing VPQM as the go-to source for education on quality produce.

The user was encouraged to enter a competition via an interactive form and forward the site to a friend.

The Result

The ‘Ask the Butcher website‘ was a huge success for the client. The competition built a solid database of customers for the launch of their store in July 2008.

As part of the website launch – the competition site was advertised on a full shop billboard wrap, and mobile wrap on a 4-ton delivery truck! The entire campaign culminated in the launch and success of the ‘Ask the Butcher’ iPhone Application.

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