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 – "It’s Time To Live Life Your Way"

Prequalification Category:

Marketing and Campaign Services

Date:

October 2018

Budget:

$350,000 Creative and Production

Project:

NDIS – "It’s Time To Live Life Your Way"

Prequalification Category:

Marketing and Campaign Services

Date:

October 2018

Budget:

$350,000 Creative and Production

Campaign Objectives

The goal of this phase of the NDIS campaign was to engage people with disability in NSW who had not previously been registered in the system and motivate them to seek information and assistance regarding registering with the NDIS.

The department required a strategy to:

  • - increase traffic to the website beyond 7,000 views per week; and

  • - to increase the quality of viewing information available on ndis.nsw.gov.au and the usage levels.



Strategy

Circus reviewed the audience’s needs and past experiences.

Data was reviewed to understand the perceived barriers of entry and identify potential options to break those barriers down and encourage people with disability to take actions and engage with information to assess if the NDIS is right for them.

The strategy devised by Circus was to highlight the help available from Assistance and Service Providers across NSW. The key message was 'there is help to see if the NDIS is right for you and to help you register'.

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'.

Target Audience

The audience was NSW people with disability and 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.

There was a specific focus on under-represented groups such as Indigenous and CALD audiences.

Execution

Circus developed creative to run with brand strength and consistency across a multitude of media channels, including television with 30sec and 15sec commercials.

Circus wrote the copy, designed and executed multiple press ads in metro, regional and CALD newspapers.

HTML digital display ads and online video content were developed for deployment across multiple paid online channels.

Web tiles and social media tiles were also created for owned and earned channels, driving clicks to the nids.nsw.gov.au website.

Supporting Activities

Circus engaged a cinematographer to film the television commercials to our detailed storyboards and scripts. Translators were also brought in by Circus for digital and press executions across CALD 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 to exceed 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.

Online video content disseminated across YouTube had a completion rate is 43%, compared to the benchmark objective 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