We Are Different and Not Bad Pretty Good take on comms work for GME

Emergency locator beacon and radio communication equipment manufacturer, GME, has appointed We Are Different and Not Bad Pretty Good to lead its communications in Australia and New Zealand.

Not Bad Pretty Good was launched earlier this year by R/GA’s former executive creative director and executive strategy director, Craig Brooks and Joel Pearson. For Different, GME is the latest in series of new business wins this year including Berocca and Bulldog Skincare.

Together, the agencies have already produced a social, digital, out-of-home and PR campaign for the brand, that has parodied Tourism Australia’s famous tagline to create ‘Where the bloody hell am I?’.

The campaign has rolled out on social media, digital and OOH

The campaign transforms the locations of some of Australia’s biggest emergency rescues into must-see tourism destinations, communicating they safe to visit with GME equipment. The ads drive engagement to the Rescue Route map that pinpoints these destination, available on its own microsite.

The idea won the joint-team the pitch for GME’s business.

GME’s group marketing manager, Tony Crooke, said he hopes the campaign will help people avoid a ‘Where the bloody hell am I?’ moment.

“It’s great to see so many Aussies taking up camping, 4WDing or hiking for the first time this year, but many don’t realise that just a few clicks out of the city you’ll need a radio or emergency beacon to stay in touch. The campaign highlights the beauty and excitement of the great outdoors while encouraging
Aussies to avoid a ‘Where The Bloody Hell Am I?’ moment with GME,” he said.

The OOH execution for GME

Pearson said the campaign pays tribute to the role GME plays in emergency rescues around the country.

“It’s always exciting when you get to work with a brand and products that serve a genuine need. And when we saw the volume of rescues that start with a GME product, the stunning locations many of them occur in, and the life or death difference having one product can make, turning these rescue locations into travel destinations felt like a lovely way to introduce GME to a whole new audience this summer,” Pearson said.

Terry added: “We’re incredibly proud of this campaign and our partnership with GME. The campaign shows how an earned-first idea can easily stretch into paid media channels – with the right thinking, team and approach. This is market-leading creative and a true testament to what can be achieved when clients commit to doing things differently.”


Client: GME
PR / Influencer / Social: We Are Different
Planning / Creative: Not Bad Pretty Good
Photography: Ben Harrison / @generalben

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