Puzzle app BrainGains, developed for an audience increasingly aware of mindless scrolling, has been launched by News Corp via Archibald Williams
The independent agency developed a series of ads and comms across print, digital, and social channels, heroing little known, yet intriguingly quirky, facts covering everything from science to pop culture.
The campaign, with the tagline every brain gain is a good brain gain, is rooted in the notion that every new thing you learn makes your brain just that little bit better.
For Archibald Williams, this meant developing an entire brand identity and communications strategy hinged on the idea that time spent on BrainGains is time spent wisely. This comes backed by scientific research supporting puzzles and knowledge-based challenges as beneficial to overall brain health.
Kate Milliken, General Manager, New Consumer Growth, News Corp: “It was a pleasure to partner with AW to bring the BrainGains brand to life.
"The team kept the customer front and centre of every decision. From brand creation to comms development, we received high-quality, entertaining, well-considered creative – hats off to the design and writing teams. Thanks to AW’s impressive work and management, what could have been a tricky project was enjoyable and seamless.”
Matt Gilmour, Executive Creative Director, Archibald Williams: “We were very lucky to work with a great client team to develop and launch the BrainGains product.
"We had a collective vision to create a stand out brand with a unique tone of voice, and we’re keen to see how it’ll grow and connect with our audiences over time.”
Agency Team:
ECD: Matt Gilmour
Head of Design: Jason Hilzinger
Senior Planner: Kathryn Claughton
Senior Account Director: Stefanie Duhy
Copywriter: Annie Bettis
Designer: Andy Reynolds
Client Team:
Director, Subscriptions: Brendan Collogan
General Manager, New Consumer Growth: Kate Milliken
Head of Brand: Zac Skulander
Consumer Marketing Manager: Rochelle Johnson
Senior Marketing Manager: Andrew Dawson
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