The Challenge
MediaCast works with Brooks Australia on a retained basis to
drive awareness on fire hazards and fire safety around the home, while
positioning them as the leading brand of fire safety equipment in Australia.
Our coverage positions Brooks Australia as the voice of
authority on smoke alarms whilst encouraging Australians to check their smoke
and carbon monoxide alarms.
Key demographics for Brooks Australia include national
audiences, B2B, young Aussie families, older Australians (over 50+), renters,
landlords and homeowners.
The Strategy
Delivering two campaigns per month, stories rely primarily
on expertise of the experts to highlight the importance of fire safety and fire
awareness.
Aligning stories with key time hooks such as Test Your Smoke
Alarm day, the start of winter and bushfire season, we leverage significant
data insights to develop media releases and pitches targeting key publications
to reach our desired demographics.
Utilising Brooks Australia employees as expert voices in the
field, we pitch interviews, editorials and opinion editorials to targeted
contacts across national media in TV, print/digital and radio.
We also utilise case studies where relevant as well as
monitoring the news agenda for opportunities to pitch reactive stories.
The Execution
The campaign was delivered through a targeted media approach
across print, digital and broadcast channels, using a combination of consumer
data, expert commentary and real-life case studies to drive coverage.
We developed safety-led media angles tailored to different
audiences, including parents, renters and homeowners. A key component of the
campaign was the use of a real-life case study to highlight the risks of
unattended cooking, supported by consumer research and practical advice to
strengthen media appeal.
Print and digital outreach focused on pitching data-driven
and human-interest stories to national and state-based publications, while a
broadcast-specific angle was developed to target television and radio news with
expert commentary on emerging safety risks.
This structured approach allowed us to engage a range of
media verticals, including consumer and property, and secure coverage across
metro, regional and national outlets.
The Outcome
The campaign delivered strong coverage across print, digital
and broadcast media, successfully positioning Brooks Australia as a voice on
fire safety across multiple audience groups.
Print and digital coverage included placements in The
Advertiser (both online and print), which further syndicated across News Corp’s
online platforms. Additional digital coverage was secured with KidSpot and
7NEWS, extending reach to a national audience.
Within property media, the campaign achieved coverage in the
Real Estate Guide, a News Corp metropolitan pullout, as well as a
Queensland-focused story in The Courier-Mail’s Developing Queensland feature,
which also ran in The Toowoomba Chronicle.
Broadcast coverage was secured nationally, with television
placements including Seven News Sydney’s 4pm bulletin, which syndicated across
Prime7 in New South Wales, as well as Seven News Queensland across the regional
network.
Overall, the campaign secured coverage across national,
metropolitan and regional outlets, demonstrating strong cut-through across
consumer, property and broadcast media.