Date with your state
South Australia Tourism
Getting young locals out of a rut and onto the road with SA Tourism.
Sometimes, relationships become stale, we stop trying new things and eventually take our dear beloved for granted. This was the case for young South Australians (15-34) and their relationship with the state. More than any other age group they couldn’t wait for borders to open, to travel beyond their state and overseas, and were least likely to book a trip in their own state.
Our campaign for SATC enticed young South Australians to Have a Date with Your State. Reigniting the spark between South Australia and its young locals.
Meet the matchmaker
In line with how the audience dates in real life and gets to know their date, we purpose built a bot housed within Meta’s Messenger app.
A series of questions based on the user’s interests, length of trip and budget, enabled us to match any young local to one of 54 date with your state experiences within South Australia. From cheap quickies, like kayaking at Rapid Bay, to fancy weekend escapes at Camel Beach House on the Eyre Peninsula.
All campaign activity led to this bot.
With so many potential dates to be matched, a single image wasn’t going to cut it. So we partnered with South Australian collage artist Karen Lynch to cut, flip, merge and paste the best of South Australia into four original artworks. Creating a mesmerising look for the campaign.
With our media partners, we teamed up with NOVA’s Ben & Liam to bring some of the campaign’s personality to the airwaves.
What’s a date without dancing? Once the date was locked in, the Matchmaker bot sent out one of three specially designed playlists featuring all South Australian artists.
