Creating awareness and driving action through minimalist design for Australian Businesses
I developed a two-phase campaign for the Australian Taxation Office's (ATO) "Online Services for Business." This service is the default online service for approved self-managed super fund (SMSF) auditors, businesses, and other organisations to engage with the ATO. It allows users to interact with the ATO through a streamlined platform accessible on multiple devices. The campaign's first phase focused on raising awareness of the need to switch from the retiring business portal, with the second phase emphasising the urgency of the transition before the portal's retirement in July 2021. The campaign included social media designs and animated digital display ads.
Role: Concept, Design & Creative Direction
Performance Summary
The campaign delivered over 8.9 million impressions and 35 thousand clicks, and exceeded all benchmarks. Despite having an awareness objective, the social campaign received a high number of clicks, indicating that the content was engaging and relevant to the target audience. Phase 2 performed better overall, due to the ad copy’s sense of urgency in advising that the Business Portal retired at the end of the month.