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Australian Paper

Everyone relies on me, so I rely on Reflex

Australian Paper, home to the iconic Reflex brand, turned to Gravia Media to increase sales and brand recognition
Australian Paper, home to the iconic Reflex brand, turned to Gravia Media to increase sales and brand recognition

After a long history of working with some of Australia’s biggest agencies, in 2018, Australian Paper, home to the iconic Reflex brand, turned to Gravia Media to increase overall sales and brand recognition.

After a systematic review of the brand including strategy sessions and focus groups, Gravia created a new strategy based around radio and outdoor. In tandem, Gravia also created an entirely new creative strategy, designed to capitalise on Reflex’s established brand.

In January 2019 Reflex launched its latest creative campaign. Built around the positioning statement ‘Everyone relies on me, so I rely on Reflex’ the messaging speaks directly to office managers across Australia. Featuring diverse faces in corporate, co-shared and home office settings, the campaign puts the unsung heroes of Australian workplaces — the office managers — front and centre.

Gravia Media then formulated a media strategy encompassing radio, billboards, office towers, bus backs and taxis with a nationwide reach making the Reflex brand highly visible across Australia.

The results were unprecedented. After years of declining numbers, the first quarter of 2019 delivered the first increase in sales in over a decade. The strength of the campaign also assisted Australian Paper in negotiating its position with major retailers, securing their position on the shelves of these majors for the next several years.

With traditional media channels losing momentum and in many ways now eclipsed by the power of social and outdoor platforms, businesses such as ours need to be more creative than ever when it comes to campaign strategies and media planning and buying.

Gravia Media keeps on delivering fantastic media opportunities and we have just wrapped our most successful multi-channel Reflex market campaign to date.

Thanks and kudos to Gravia for thinking outside the box and over-delivering for such brilliant results within the Australian consumer market.

Annie Walsh, Head of Marketing | Australian Paper