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The Tipping Point in action

One of the most fascinating videos I have ever seen has hideous camera work and a God-awful soundtrack.

You’ll be tempted to turn if off after 2 or 3 seconds, but this one rewards you for sticking with it for the full 3 minutes and 6 seconds, because it shows something we mostly only ever read about.

A tipping point.

For those who haven’t read Malcolm Gladwell’s book, the tipping point is the moment where a product, service or an idea suddenly becomes  popular. It’s described as ‘the level where the momentum for change becomes unstoppable’. It’s the brand that was unknown yesterday and is now on everyone’s lips.

Like Twitter.

It tipped after being featured at the 2007 South by Southwest Interactive Conference. Before the conference, the number of tweets a day was 20,000. During the conference, it jumped to 60,000, and now it’s up around 3 million tweets a day.

Or the ‘Twilight’ series, which was first published in 2005 to the delight of teenage girls, but now seems to be on everyone’s bookshelf and, with the movie release, has entered popular culture and spawned terms such as ‘Twilight Moms‘.

But back to the video (below), taken at the Sasquatch Music Festival in 2009.

While everyone sits and chats on picnic blankets, a lone man (very possibly under the influence of something illegal) starts a crazy little dance and is quickly joined by his mate. At that point their idea – ‘let’s dance’ – is not something anyone else wants buy into. Most ignore them, some look a little embarrassed for them. But these two are having a grand old time while the crowd just sits and stares.

Now it’s gotta take guts – or hard drugs – to swim against the current like these guys are.

In front of hundreds of people they’re flying in the face of the status quo. They’ve just launched a new idea and nobody is quite sure what to make of it. And we humans tend to prefer the safety of numbers. Socially, it’s much safer to do what the majority of the crowd is doing.

But look at what happens at the 1:20 mark.

Another 8 people join the group.

This idea just tipped.

Now in that group of 8, there was very likely one brave (and popular) soul who not only decided to get up and dance, but convinced 7 of his closest friends to do so too. No longer are we watching a couple of weirdos dancing in a field, we’re at a small dance party. And that clearly makes all the difference.

At 1:30,  people are running – literally running – to join in.

At 1:50, the dancers have taken over from the picnic blanketers. Get up and dance, little fellas, or you’re gonna get trod on.

At the end of the video, at least 100 people are on their feet, waving their arms in the air. We’ve gone from a few picnickers on blankets to a swarming, dancing crowd.

New ideas work this way too. They don’t necessarily take off immediately.

We have a quote on the wall here, readying: “Don’t worry about people stealing your idea. If it’s truly original you’ll have to ram it down their throats”.

But if you get the right few people behind it, it’ll take off faster than you can believe.

xk

Like this piece? Think Kate’s full of it? Let us know by adding a comment or emailing her here
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Welcome to the New Age of Nerdery

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Federation University Australia (FedUni) is one of the nation’s leading regional universities. However, with the university’s brand still in its infancy, the Faculty of Science & Technology (FoST) were tasked to attract prospective students to their two schools comprising three disciplines – IT, Engineering, and Science & Technology.

Details »

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The Stroke Foundation – Max’s Story

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In January the Stroke Foundation enlisted the help of Publicis CUBED to kick-off the first Cash Donor acquisition campaign of 2016. With the aim of building higher retention rates and generating larger gift donations, Publicis CUBED’s job was simple – produce a comms so compelling that audiences would donate generously to the deserving charity.

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Man vs. Machine – The Debate to End All Debates

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ADMA, the Association for Data-Driven Marketing & Advertising, is the largest marketing body in Australia ­supporting and promoting excellence in data-driven marketing. To build awareness for their latest event, we were asked to create a campaign to promote ‘The Ultimate Industry Lunch’ ­– Man vs Machine, a debate over the merits of creativity versus data. The debate to end all debates starred industry heavyweights Steve Coll and Tony Davis fighting it out in epic proportions live from the Melbourne Arts Centre. Details »

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Bakers Delight

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With the aim of providing fast artwork solutions with quality and flair, Publicis CUBED has been working with the family favourite, Bakers Delight, to do just that.

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Sharkbanz

 

The idea of a shark in the water is enough to scare even the most seasoned of beach goers. Well, there’s a product that could help alleviate that fear and Publicis CUBED teamed up with Lahra Carey Media & Communications to launch Sharkbanz in Australia and New Zealand.

Sharkbanz is a totally unique product worn by swimmers that generates a magnetic pulse, effectively repelling sharks. We were tasked to promote the brand on a limited budget in Australia and New Zealand. Details »

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AssetOwl – Brand Development

In the hopes of securing a roll-out of their new technology, the business came to us a few weeks before they were due to meet with one of the largest retail groups in Australia.

The business wanted a new brand name, tagline and logo – as well as a presentation and collateral that demonstrated their unique product offering – a cloud–based technology designed to help major retailers better view their entire network. The combined benefits assist to improve productivity through greater visibility, greater speed to market and consistency of in-store offer and in turn delivers a better customer experience.

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Info Day 2014 – We’ve got your back

In light of year 12 results, we wanted to assuage student fears that regardless of school results, Federation University Australia had their back.

Our challenge was to mitigate students’ fears and show them that all hope was not lost – regardless of their school results. We wanted to encourage them to get along to FedUni’s Info day to find assistance in helping them make their big decision about their future…and ultimately make FedUni their preference. Details »

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We helped the Communications Council show their credibility.

The Communications Council is the peak Australian body representing agencies in the marketing communications industry to media, government and the public. Formed in 2010 as the industry’s not-for-profit peak body, it now encompasses more than 190 member agencies. Details »

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How we used pens to turn off paper.


In a continued effort to help customers migrate to online statements, we were tasked with creating pieces of online content that showed how easy it was to switch off paper, as well as educate customers that online statements were available back to 1 July 2013.

We created a series of illustrated, instructional videos to support the overarching ‘Online is a better place for your statements’ campaign message.

These short videos helped demonstrate how to switch off paper and review past statements online in a simple and informative way.

     

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Publicis CUBED re-label online wine company

Winephoria, a new service that helps pair people with the wine that’s right for them, has launched with the help of Publicis CUBED. The new brand, previously trading under The Wine Sellers banner, utilises independent wine experts to help wine lovers better understand and enjoy their wine. With a unique ‘wine concierge’ that makes impartial decisions on wines based on a customers tastes and send cases accordingly, it’s a service that is innovative and highly personal.  Details »

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Fairfax Media – It’s been a big year in news.

It was great to see our first Fairfax Media digital campaign went live on Thursday July 31.

As a bit of background, a year into their digital subscriptions, The Age and Sydney Morning Herald wanted to thank those they considered their ‘digital pioneers’, with something innovative and unique – not just a stock-standard ‘thank you’. Details »

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FedUni asks students to follow their lost passion

Federation University Australia has launched their latest campaign for mid-year via CUBED Communications. The new campaign asks students to remember their childhood passion and urges them that it’s not too late to follow it.

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CUBED launch ‘RE-CREATE TO EDUCATE’ for Melbourne City Mission

Big ideas are worth the extra effort when the results can help change lives for the better as CUBED Communications discovered on their first project for Melbourne City Mission.

For over 160 years Melbourne City Mission has provided help for disadvantaged and homeless people of all ages across Victoria. They recently established a Registered Training Organisation, The Melbourne Academy, to provide a unique network of learning spaces in select suburbs across Melbourne specifically to help 15-25 year-olds marginalised from the ‘traditional’ education system.

Details »

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The Thankful Tree

The objective was to grow awareness of global social movement Thankful, so we took it literally and developed The Thankful Tree.

Thankful is a social project with the mission to help us make every day and every experience count. It encourages people to share with friends and family the moments, big and small, that they are Thankful for every day.

Leading up to the launch of its online platform, Thankful approached CUBED for help generating awareness of the project and increasing social media engagement and reach. Along with a comprehensive program of social media activities, CUBED created an experiential marketing activity to inspire and engage attendees at the family-friendly Riverboats Festival and the Yoga Festival Wanderlust, held in Melbourne and Sydney.

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CUBED launch ‘journey of success’ for FedUni

We recently created and produced the next chapter in Federation University Australia’s launch that showcases “Success is a personal journey – that starts with your passion”. Details »

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Change your life in just 48 hours

Applying for university can be life changing – particularly for mature age students. So the last thing potential applicants want is to be left waiting weeks for an answer. Federation University Australia have changed that by guaranteeing applicants an answer in just 48 hours. Details »

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Fed’s Perfect Match

Taking advantage of the recently launched Federation University Australia and Roger Federer’s success at the Australian Open, we served up an absolute ace. Details »

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The best thing through the square window since play school

Having worked so closely with the FedUni team and RU Advertising with the planning of the FedUni media, the CUBED team were particularly proud of one of the outdoor sites purchased.  Big thanks to RU Advertising for their perfect positioning, where we can see a site directly from our office.

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Synergy Customer Focus Program

Energy retailing has traditionally been a low involvement business category but with the onset of higher electricity prices customer needs and expectations of their retailer have changed.

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CUBED HELP LAUNCH A NEW NAME IN EDUCATION

It’s not everyday you get to launch a new university, so we wanted to make sure it was as memorable as possible. Details »

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Growing a new university in Gippsland

How do you get potential students to attend your university Open Day when your uni is so new it doesn’t even have a name yet? Details »

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Simplicity gets results

  • Creatively we strive to make the complex simple. A good creative solution needs to answer the brief in one of 3 ways.
  • It's original.
  • It’s relevant.
  • It connects emotionally.
  • If we can achieve all three, and keep it simple enough for people to respond, then results will follow.

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