As North Qld As You
North Queensland Bulk Ports Corporation
When looking to communicate the value and role of a port, the first inclination might be to go in ‘behind the fence’, and tell a story of the nuts and bolts of a port operator, the hard work, economical contribution… a nice story, a noble story. But it’s one that’s already been told.
At Smoke Creative, we rarely do things by the book. When looking at the challenges faced by NQBP and how we could help with our unique strategic storytelling approach, we identified an aspect of the organisation that had gone overlooked – the fact that it was made up of people, people with real lives, real dreams and real history, who play an integral role in the most important aspect of society – the community.
We crafted a series of videos that illustrate not only what goes on inside the ports and their value, but how the ports are made up of real people who have a real connection with the Far North Queensland community just as NQBP has had for generations.
We illustrated this with visually engaging, emotive pieces that show off the diversity of the people and their place in their communities, set against the vibrant backdrop of Far North Queensland – while distinctly linking to the benefits ports have not only to those communities, but all Australians, with an attitude and ethos that reflects the pride in being ‘As North Queensland As’.
Strategic Direction
Concept Development
Creative Direction
Social Media Consultation & Planning
Pre-production including all crew, location sourcing & coordination of talent
Filming 4 Regions – 10 Day Shoot (Motion, Stills, Drone, 360°)
Post-production - Edit, Sound, Motion Graphics, and Design of stills and video assets
On-going review and strategic direction throughout the duration of the campaign
Our Role
1x Hero long format video
4x Location Heroes
7x Local Community Stories (Short & Long)
18x (5-15sec) vignettes for social media
Content Created
During the ‘’As North Queensland As’’ campaign NQBPs Facebook page grew 39.8% and Instagram grew 75.3%. This audience development, has created a lasting legacy ensuring greater on-going reach for community messages in to the future.
We reached 491,484 unique users with a total of 619,766 content impressions.
We achieved 138,572 social media engagements or 5.3% average engagement rate (against 4.0% industry standard). This is the total number of actions people took with NQBP’s content (liking, commenting, sharing, clicking).
We had 138,902 total video views across content created.
Results Summary.
As North Queensland as Mackay
As North Queensland as Abbotpoint
As North Queensland as Weipa
