AgriRisk Services
Thousands of Farmers. One Specialist Broker.

This creative concept encapsulated AgriRisk’s greatest point of difference – their specialist agricultural experience in the insurance sector. This concept was further adapted to each product area, for example “1.8 Million Hectares of Forest, One Specialist Broker”. The concept was incorporated into all communication tools including advertising, a new website, corporate brochure and eight product brochures.

Stockland Story Wall
“The best way to predict the future is to invent it” (Alan Kay)

For the launch of their new environmentally sound premises in the heart of Sydney’s CBD, Stockland assigned Step Communication to research and develop 12 stories that best illustrated the 50 year history of Stockland. The stories and associated images were transformed into an illuminated wall that ran the length of Stockland’s 25 th floor visitor’s room. Step also sourced the above quote for inscription into a specially designed architect’s table displaying current projects.

Macquarie Cotton
“Your Team”

Macquarie Bank’s cotton merchant division, “Macquarie Cotton”, required a creative concept that would help launch this new business into the Australian cotton marketing sector. Following a market research phase that clearly showed one of the most important qualities for growers was familiarity and trust in Macquarie Cotton’s staff, Step Communication developed the “Your Team” concept. This linked Macquarie Cotton’s main attributes to sporting analogies and utilised sporting images to sell its key messages in a hugely successful campaign.

Sub-concepts included:

• Game Plan (we have a plan for our business and we can help with yours)
• Flexibility (flexible, tailored marketing solutions)
• Full Backing (of Macquarie Bank)
• First Off the Blocks (quick access to international markets and information)
• Game On (we’re serious)
• World Competitive (international success)
• High Performance (high end products for sophisticated marketers)
• Number One Supporter (community sponsorships)

Garlands

“Shoot For Love with Garlands”

This simple creative concept was developed for Garland’s Florists to launch its Valentine’s Day campaign. Products were packaged in relation to the theme, for example a quiver of 12 roses, and the concept was utilised through print advertising and point of sale materials.

Gloster

“Four individuals. One family. One brand.”

Step Communication devised the marketing campaign for Gloster’s 2004 winter and summer catalogues following detailed research into Gloster’s target market. The research uncovered that the Gloster brand was attractive to young adults and older consumers alike. Therefore Step’s campaign centred on a family of four featuring a brother and sister in their 20s and their parents with the tag line “Four individuals. One family. One brand.” Friends and relatives, rather than models and actors, were cast into these roles in an effort to have the family featured in all the marketing material look like a real family.