National Brand Campaign

Aurora Lifestyle was launching a new consumer brand into a crowded category with no existing recognition, a fixed six-week runway before the retail rollout, and a budget that did not allow for a broad, unfocused media buy.

The brand needed to be recognisable after a single exposure — which rules out most of what launch campaigns actually do.

We built the campaign around one key visual and one line, applied without variation across every channel. Consistency was chosen deliberately over creative variety: with a six-week window and a modest budget, repetition of a single idea beats three good ideas competing for the same attention.

Production ran in-house — a 30-second TVC, a cutdown set for social, and OOH artwork — which kept the visual language identical across formats rather than drifting between suppliers.

Media weight concentrated on paid social and selected billboards in the launch cities, supported by creator partnerships chosen for audience fit rather than follower count.

The campaign reached 2.4 million people in six weeks. A post-campaign survey measured 77% prompted brand recall in the target segment.

Enquiry volume tripled during the campaign and has held at that level since, which is the number that actually mattered to the client.