“It takes courage for a client to not take themselves too seriously and show the ability to laugh at oneself.” (Christian Heath, PHD Australia content and partnerships director)
Sydney Airport and PHD Australia has launched a new branded mockumentary series featuring the Bondi Hipsters to promote the airport’s parking products and services.
Inspired by the UK TV series Come Fly With Me, the four-part online series, Sydney Airport Parking, is a mock-documentary about Sydney Airport’s car parks. It centres around two ‘employees’, Keith and Brent, whose daily tasks involve many varied duties for Sydney Airport Parking. Check the spots out here.
The video series is a response to a brief by Sydney Airport to increase customer engagement in a competitive market. The activity is designed to shift consumer sentiment, increase product awareness and humanise the brand. PHD worked with the media team to ensure parking at Sydney Airport would be the option of choice when customers are conducting their travel research.
This is the first time Sydney Airport has used video content marketing to build personality around one of its brands. This approach provided an opportunity to be progressive and courageous by using a healthy dose of self-deprecating, irreverent humour.
Commenting on the campaign, PHD content and partnerships director, Christian Heath said, “Parking can be a dry subject and we wanted to bring the brand to life with a comedic through-the-line campaign. People rarely see the ‘human’ face of Sydney Airport Parking. It takes courage for a client to not take themselves too seriously and show the ability to laugh at oneself. We believe the Bondi Hipsters are the perfect vehicle to make this happen.”
The four content pieces will be amplified through social, alongside six second drivers which will all direct people to a Keith and Brent Facebook profile page run by the characters themselves. Unique to this campaign, every visitor to the Facebook page will be able to interact with both characters in real life, ask questions and get the low-down on the best discounted parking deals available at the airport.
“This is a new approach for our parking business. It’s an exciting and refreshing take on what can be a challenging subject,” Sydney Airport general manager, landside operations and transport, Craig Norton, said.